Discovery

Pharmaceutical Research Has Positive Side Effects

Associate Professor Kim Sheehan is investigating the messages pharmaceutical companies provide at their websites, the personal information these sites collect, and how well the companies protect online consumer privacy.

“Consumer drug advertising is relatively new,” says Sheehan, noting that the first broadcast drug advertisement was in 1997. “I find the high level of regulation interesting, and I also find it exciting when the research I do has applications in other fields.”

Sheehan has already established her reputation researching pharmaceutical advertising and
e-marketing. Her first book, Controversies in Contemporary Advertising (Sage: 2004), explores complex issues in advertising. When complete, her current research project could have impact in several areas, including public policy, health communication, and federal privacy laws.

There are strict guidelines set by the FDA for other kinds of advertising, but none for the web. By performing a content analysis of 108 drugs that are advertised to consumers, Sheehan plans to investigate “whether the drug companies are stepping up and being good corporate and advertising citizens.”

The pharmaceutical industry is heavily regulated, second only to tobacco. Television, radio, or print advertisements must include information about where people can obtain more information. Most people find it online, says Sheehan.

“Basically, this means that in a very popular arena, drug companies have free rein to do what they want.” Funded by a Faculty Fighting Fund grant as well as the Dave and Nancy Petrone Endowed Faculty Fellowship, Sheehan hopes to find out whether companies are following FDA guidelines on the web.