Advertising techniques increase biologic treatment willingness in patients with psoriasis.

Abstract

BACKGROUND:

Although biologics have revolutionized psoriasis care, some patients may be reluctant to consider implementing biologic therapy.

OBJECTIVE:

To determine whether willingness to take a biologic is increased by commonly used advertising techniques.

METHODS:

An online survey was used to assess subjects with a self-reported diagnosis of psoriasis and their willingness to initiate biologic treatment (N=400). Subjects were randomized to receive one of the following surveys: clinical data with positive framing (N=80), bandwagon-based statement (N=80), testimonial-based statement (N=80), comparative advertising (N=80), and negative framing (N=80). Willingness to take treatment was recorded on a 10-point Likert scale and evaluated using one-way ANOVA, two-group t-tests, and chi-squared tests.

RESULTS:

Compared to subjects presented with positive framing (M=5.5, SD=3.2), subjects presented with a bandwagon-based statement (M=6.5, SD=2.7; P=0.04) and testimonial-based statement (M=7.0, SD=2.7; P=0.01) reported a greater willingness to take treatment, whereas negative framing (M=4.5, SD=3.0; P=0.03) decreased willingness and comparative advertising (M=5.5, SD=2.7; P=0.96) yielded the same willingness as positive framing.

CONCLUSION:

Providers might be able to enhance biologic acceptance by utilizing commonly used advertising techniques, such as the bandwagon effect, testimonial effect, and positive framing.

• Authors: Jeremy K Bray, E J Masicampo, Steven R Feldman
• Journal: Dermatology online journal (Dermatol Online J) Vol. 26 Issue 9 (Sep 15 2020) ISSN: 1087-2108 [Electronic] United States
• PMID: 33054934 (Publication Type: Journal Article, Randomized Controlled Trial)

Chemical References

• Biological Products

Topics

• Adult
• Advertising (methods)
• Biological Products (therapeutic use)
• Female
• Humans
• Male
• Middle Aged
• Patient Acceptance of Health Care
• Psoriasis (drug therapy)