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首页> 外文期刊>Journal of health communication >Who are the opinion leaders? The physicians, pharmacists, patients, and direct-to-consumer prescription drug advertising.
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Who are the opinion leaders? The physicians, pharmacists, patients, and direct-to-consumer prescription drug advertising.

机译：谁是意见领袖？医生，药剂师，患者以及直接面向消费者的处方药广告。

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摘要

A popular perception holds that physicians prescribe requested drugs to patients influenced by mass mediated direct-to-consumer prescription drug advertising. The phenomenon poses a serious challenge to the two-step flow model, which emphasizes the influence of opinion leaders on their followers and their legitimating power over the informing power of the mass media. This study investigates a 2002 Food and Drug Administration (FDA) survey and finds that patients searching for drug information through mass and hybrid media in newspapers and magazines' small print, the Internet, and toll-free numbers are more likely to seek information through interpersonal communication channels like health care providers. Patients using small print, toll-free numbers, one's own physician, and other physicians are associated with influencing their physicians with various drug-requesting behaviors. But physicians only prescribe requested drugs to patients who are influenced by other health care providers, such as pharmacists and other physicians, not the mass media. The influence of expert opinion leaders of drugs is so strong that the patients even would switch from their own unyielding physicians who do not prescribe drugs as advised by the pharmacists. Physicians and patients all are influenced more by other expert opinion leaders of drugs than by the mass media and therefore still uphold the basic tenet of the two-step model.
机译：一种普遍的看法认为，医生会向受大众介导的直接面向消费者的处方药广告影响的患者开出处方药。这种现象对两步流模型提出了严峻挑战，该模型强调了舆论领袖对其追随者的影响以及他们对大众传媒的信息力量的合法化能力。这项研究调查了2002年美国食品药品监督管理局（FDA）的一项调查，发现患者通过报纸和杂志的小型印刷品，互联网和免费电话上的大众和混合媒体搜索药物信息的可能性更高，他们可能通过人际关系来寻求信息。沟通渠道，例如医疗保健提供者。使用小字样，免费电话的患者，自己的内科医生和其他内科医生会影响其内科医生的各种药物请求行为。但是，医生仅将处方药开给受其他医疗保健提供者（例如药剂师和其他医生）影响的患者，而不是大众媒体。药物专家意见领袖的影响力是如此之强，以至于患者甚至会转而选择自己不屈服的医生，而他们并不按照药剂师的建议开药。医师和患者受药物的其他专家意见领袖的影响大于受大众媒体的影响，因此仍然坚持两步法模型的基本原则。

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