광고정보원 유형과 모델 인지도 및 소구 방법에 따른 의료광고 효과

유승엽,김은희 한국소비자·광고심리학회 2005 한국심리학회지 소비자·광고 Vol.6 No.3

본 연구는 최근 국내 언론보도를 통해 의료광고가 허용된다는 시점에서 의료광고에 관한 효과를 검증하고자 하는 목적에서 이루어졌다. 먼저, 광고의 메시지를 전달하거나 소비자를 설득하는 정보원의 유형에 따라 의료광고효과에 차이가 있는가를 알아보고자 하였으며 이러한 정보원의 인지도 즉 유명도에 따라 의료광고효과에 어떠한 차이가 있는지 확인하고자 하였다. 또한 이성과 감성적 메시지의 소구 방법에 따라 의료광고효과에 차이가 있는가를 검증하고자 하였다. 이를 위해 2×2×2 요인설계를 통해 8가지 의료광고 인쇄광고물을 제작하여 실험을 실시하였다. 연구결과는 첫째, 의사 정보원과 연예인 정보원의 의료광고효과(인지, 태도, 행동)는 차이가 나타나지 않았다. 둘째, 유명인 광고모델이 비유명인 광고모델보다 의료광고의 인지반응효과가 높게 나타난 반면 광고태도와 구매의도에서 유의미한 차이가 나타나지 않았다. 셋째, 정보원의 전달 메시지 소구 방법에 따라 이성적 메시지와 감성적 메시지의 의료광고의 효과를 알아본 결과 이성적 메시지 소구가 감성적 메시지 소구 방법보다 의료광고효과가 높은 것으로 나타났다. 이러한 연구결과를 토대로 의료광고를 기획하고자 하는 기획자나 제작자에게 효과적인 의료광고 제작 전략을 제안하였다. Recently the medical advertising was permitted through mass media. This study was intended to verify the effects of the medical advertisement. The purpose of this study was to examine the message sources, model recognition and appeal type on the advertising effectiveness in medical advertisement. That is, the effects on the difference in medical advertisement according to a message source type and the recognition of the advertisement model and message appeal type has an influence on the medical advertisement. For this study, eight medical advertisements were manufactured. The subjects who participated in this experiment were 400 university students. The subjects were randomly assigned to eight treatment conditions associated with equivalent sex group. The advertising effectiveness measured attention, recognition, attitude and behavior of subjects. The results show that the significantly difference did not exist the advertisement effects according to a message sources. Second, The significantly difference appeared in the recognition reaction according to an advertisement model types and attitude of advertising and purchasing intention did not exist. Third, Rational appeal is more efficient than a emotional appeal in medical advertisement. We try to propose efficient medical advertisement manufacture strategy and the direction with efficient medical advertisement planning programming.

의료정보와 상업적 언론 -Sorrell v. IMS Health 판결을 중심으로-

육소영(Yook, So-Young) 한국정보법학회 2013 정보법학 Vol.17 No.2

1996년 44 Liquormart 판결 이래로 미국 연방대법원은 상업적 언론의 보호에 대하여 강화된 사법심사기준을 적용하려는 경향을 보여왔다. 그러나 15년 이상의 시간이 흐른 현 시점에서도 상업적 언론에 대하여 비상업적 언론과 같은 높은 수준의 보호를 인정하는 지는 여전히 명확하지 않다. 그런 의미에서 Sorrell 판결은 연방대법원이 상업적 언론에 대하여 비상업적 언론과 동일한 강화된 심사기준을 적용함을 명시적으로 선언했다는 점에서 의미 있는 판결이라고 할 수 있다. 이러한 결론에 도달하기 위하여 연방대법원은 표현의 내용이나 주체에 따른 언론의 자유의 제한에 대해서는 강화된 심사기준을 적용해야 된다는 입장을 보였다. Sorrell 사건에서는 처방자확인정보를 이용한 제약업계의 홍보영업과 타겟광고가 문제가 되었으며, 이를 금지한 버몬트 주법에 대하여 위헌결정이 내려졌다. 우리나라 에서 의료광고는 의료법에 의해 규제되며, 의료법에서는 제약업계의 홍보영업과 타겟광고를 규정하고 있지 않다. 그러나 현재 우리나라에서 상업적 언론은 표현행위라기 보다 영업행위로 인정되어 비상업적 언론에 비하여 낮은 보호가 인정될 뿐이다. 그러므로 우리나라에서 홍보영업과 타겟광고가 허용된다 하여도 이는 해당 법조항의 부재 때문이며 상업적 언론에 대하여 높은 보호를 인정하기 때문은 아니라고 할 수있다. 그런 의미에서 미국의 Sorrell 판결은 표현자유권과 의료광고를 해석하는데 있어 우리에게 시사하는 바가 크다. Since 44 Liquormart Inc. v Rhode Island in 1996, the U.S. Supreme Court seemingly has applied heightened scrutiny for the protection of commercial speech. More than 15 years has passed since 44 Liquormart but it is still unclear whether commercial speech can receive as strong protection as non-commercial speech. In this sense, strikingly the Supreme Court in Sorrell v. IMS Health held that the Vermont Prescription Confidentiality Law imposed unconstitutional burden on protected speech under the First Amendment applying heightened scrutiny. Leading to this conclusion, the Supreme Court applied heightened scrutiny because the regulation of speech here imposed content and speaker-based restriction on protected expression. In the U.S., detailing and ad-targeting discussed at Sorrell have been used as a marketing technique in the pharmaceutical industry. Detailing, traditional marketing tactic, is an effective but very costly process. Accordingly, targeted advertisement using prescriber-identifying information makes marketing of drugs more effective and cost saving. In contrast, it is needed to restrict access to relationship between doctors and patients. Finally, the Vermont law which prevents use and access to information arising from doctor-patient relationship is held to be unconstitutional. In Korea, medical advertisement is regulated under Medical Act where there is no provision regulating detailing and ad-targeting. However, commercial speech receives less protection than non-commercial speech in Korea because it is considered as commercial activity rather than speech. Thus, allowing detailing and ad-targeting does not automatically mean that they receive heightened protection under right of freedom. In that sense, Sorrell decision can be referred to construct freedom of speech and medical advertisement in Korea.

의료정보등에 관한 법적 고찰

김천수 대구대학교 법과대학 2001 대구법학 Vol.4 No.-

This paper is focused on the legal problems caused by the medical information and the suggestion for the legislation as a solution of the problems. It argues the legal restriction about some issues in supplying the medical information: who can supply it?: where should it be supplied?: how would its scope be?: and so on. It also refers to the legal liability in case of the defects included in the information supplied on the internet. Finally it touches on the medical advertisement, protection of the personal affairs, and remote medical treatment.

e-Health Literacy 수준에 따른 인터넷 건강정보 신뢰도 및 인터넷 의료광고에 대한 태도

김지온 ( Kim Ji On ),박지경 ( Park Ji Kyeong ) 아시아문화학술원 2017 인문사회 21 Vol.8 No.4

본 연구는 보건의료정보관리 전공 대학생 321명을 대상으로 e-Health Literacy 수준에 따른 인터넷 건강정보 신뢰도 및 인터넷 의료광고에 대한 태도의 상관관계를 파악하기 위하여 수행되었다. 연구도구는 구조화된 설문지를 사용하였다. 연구결과는 다음과 같다. 첫째, e-Health Literacy 수준은 3.51점이며, 여자보다 남자가 더 높았다. 둘째, 인터넷 건강정보 신뢰도는 3.23점이며, 여자보다 남자가 더 높았으며, 다른 학년에 비해 3학년이 가장 높았다. 셋째, 인터넷 의료광고에 대한 태도는 평균 3.07점이며, 세부항목 중에서 이해도, 몰입도, 신뢰도, 관심도 순으로 높았으며, 다른 학년에 비해 1학년이 가장 높았다. 넷째, e-Health Literacy 수준은 인터넷 건강정보 신뢰도와 인터넷 의료광고에 대한 태도와 양(+)의 상관관계를 가지는 것으로 나타났다. 따라서 e-Health Literacy 수준을 높여 양질의 건강정보를 획득할 수 있는 능력이 필요할 것으로 생각된다. 이상의 연구결과, e-Health Literacy 수준이 높을수록 인터넷 건강정보에 대한 신뢰도가 높았으며, 인터넷 의료광고에 대한 태도도 긍정적인 것으로 나타났다. 향후 e-Health Literacy 수준을 높이기 위한 교육의 개발과 적용이 필요할 것으로 생각된다. This study was conducted in order to grasp a correlation between the reliability of health information on the internet and the medical advertising`s attitude on the internet according to e-Health Literacy level in university students with a major in healthcare information management. The research tool used structured questionnaires. The findings are as follows. First, e-Health Literacy level stands at 3.51 points. Men were higher than women. Second, the reliability of health information on the internet comes to 3.23 points. Men were higher than women. Compared to other school years, junior was the highest. Third, the medical advertising`s attitude on the internet reaches 3.07 points on the average. Out of the detailed items, it was high in order of understanding, immersion, reliability and interest. Compared to other school years, freshman was the highest. Fourth, e-Health Literacy level was indicated to have a positive correlation with the reliability of health information on the internet and the medical advertising`s attitude on the internet. Accordingly, it is thought that the ability of acquiring health information in good quality will be needed by increasing e-Health Literacy level. It is considered that the development and application of education to raise the level of e-Health Literacy will be necessary in the future.

의료정보 광고에 관한 대학생의 주관성 인식

이제영(Jei-Young Lee),정미애(Mi-Ae Jeong) 한국콘텐츠학회 2017 한국콘텐츠학회논문지 Vol.17 No.4

본 논문에서는 의료정보 광고를 인식하는 대학생들의 주관성을 진단하고, 기능적인 측면에서 세부적인 유형적 효과요인들을 확인하여 향후 개선과 방향성을 알아보고자 한다. 또한 대학생들의 의료정보 광고에 관한 주관적 성향을 살펴보기 위해서 Q방법론을 이용하였다. 분석된 결과, 총 5가지의 유형, 즉, 제 1유형[(N=4) : 관심형(Interest Type)], 제 2유형[(N=3) : 비교형(comparison Type)], 제 3유형[(N=3) : 제품중심형(Product-focus Type)], 제 4유형[(N=3) : 불신형(Disbelief Type)], 제 5유형[(N=2) : 개선형(Improvement Type)] 등으로 분류되었다. 향후, 계량적인 실증적 연구와 소비자들의 의견을 종합한 비교와 대안책이 추가된다면, 대학생들의 의료정보 광고에 관한 주관성에 관한 보다 심도 있고, 함의있는 연구결과를 확인하는데 의미를 두고 있다. This study was carried out by practical method in a subjectivity study accessible in-depth, in sloughing off old habit of functional quantity analysis about medical-information advertising. The perception pattern come out in this study were divided into five types in Q-methodology. The result is as follows ; it is divided into 1[(N=4) : Interest Type], 2[(N=3) : comparison Type], 3[(N=3) : Product-focus Type], 4[(N=3) : Disbelief Type], 5[(N=2) : Improvement Type]. In conclusion, this study is to ascertain acceptance behavior about Reception Type on medical-information advertising ; to offer a developmental suggestion about it.

의료광고규제의 법적 문제

이호용 ( Ho Yong Lee ) 한국법정책학회 2002 법과 정책연구 Vol.2 No.1

의료광고 법제 변화와 개선 방향

장욱 ( Wook Jang ) 연세대학교 법학연구원 2009 法學硏究 Vol.19 No.1

The legislative changes in medical advertising regulation on the Medical Services Act can be largely divided into three eras. The first is the era (1951-1973) of complete prohibition of medical advertising, in which comprehensively prohibited all kinds of medical advertising for commercial purposes because the physician-patient relationship was regarded as paternalism rather than contractualism. The second period (1973-2003) is the era of limited permission of medical advertising As the equal contractual relationship became more generally acknowledged, the scope of medical advertising was expanded. However, the principle of medical advertising regulation had been unchanged: prohibition with strict exemption. The last (2003-present) is the era of extended permission of medical advertising, which was the turning point of medical advertising regulation from prohibition to permission in principle. Although the current Medical Services Act was reformed to reflect the current medical market, several matters still remain to be solved. Theses matters include medical advertising related to medical institute assessment system, medical advertising pre-review system, journal-type advertising. In addition, it is necessary to make regulations more concise and understandable in order to give consumers more correct medical information. The key element to consider for the reform of medical advertising regulation is the consumer`s ignorance of information which causes the market failure in healthcaresector. Therefore, the provision of objective information to consumers may revitalize the healthcare market function and to promote its efficiency.

전국 병원 홈페이지에 사용된 의료장비영상의 실태및 의료장비영상을 이용한 의료광고의 신뢰도 평가

김희선,제보경,김백현,안형식 대한의사협회 2018 대한의사협회지 Vol.61 No.7

A medical advertisement can include media such as newspapers, magazines, and the Internet. Currently, the Internet is responsible for most medical advertising. Our purpose is to investigate the current status of radiologic images posted on hospitals’ websites nationwide, and to evaluate the reliability of online medical advertisements using these images. I investigated the websites of all 1,450 hospitals and 290 oriental medicine clinics nationwide. Specific information on the radiologic images posted was recorded. In terms of body parts, musculoskeletal images account for 78% of the radiologic images on hospitals’ websites and 98% of the images for oriental medicine clinics. The purposes for posting radiologic images are to explain the pathophysiology of diseases or the technique of surgical treatments, and to show the effects of hospital-specialized treatments. The most commonly used modalities of radiologic images are plain radiography and MR. More than 90% of the posted images have no source; 10% have no legends; and 5% to 7% have inappropriate legends. In terms of quality, only 60% of the radiologic images on hospitals’ websites are rated as acceptable. Fifteen percent of the oriental medicine clinics posted the radiologic images without having a medical doctor on staff. Considering the results, I conclude that it is necessary to reestablish a system of pre-screening and post-evaluation for reviewing hospital websites, especially focusing on the radiologic images posted. Then we can prevent the inappropriate information from influencing or damaging public health, and set up healthy medical competition.