The effects of direct-to-consumer advertising on medication use among Medicaid children with asthma

Luceta McRoy, Robert Weech-Maldonado, W. David Bradford, Nir Menachemi, Michael Morrisey, Meredith Kilgore

Research output: Contribution to journalArticlepeer-review

Abstract

Asthma medication adherence is low, particularly among Medicaid enrollees. There has been much debate on the impact of direct-to-consumer advertising (DTCA) on health care use, but the impact on medication use among children with asthma has been unexamined. The study sample included 180,584 children between the ages of 5 and 18 with an asthma diagnosis from a combined dataset of Medicaid Analytic eXtract and national advertising data. We found that DTCA expenditure during the study period was significantly associated with an increase in asthma medication use. However, the effectiveness declined after a certain level.

Original languageEnglish (US)
Pages (from-to)195-205
Number of pages11
JournalHealth Marketing Quarterly
Volume33
Issue number3
DOIs
StatePublished - Jul 2 2016

Keywords

  • Adherence
  • asthma
  • direct-to-consumer advertising
  • Medicaid
  • medication

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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