Medicine advertisements: evaluation and implementation of cema-community method
Non-prescription medicines are advertised widely to general public. These advertisements attempt to influence consumers’ choices about medicines. Since the advertisements rare to give objective information, therefore it may affect people’s perception and have potential harmful effect for public health. In order to improve the use of medicines by general public, the CEMA-community (Critical Evaluation Medicine Advertisement by the community)) was proven effective empower community in evaluating medicine advertisements. The objectives of the study, therefore, were to investigate medicine advertisements, and improve knowledge and skills of participants in critically evaluating medicine advertisements. Medicine advertisements running within the period of study were evaluated and analyzed according to the Indonesian legal requirements. Community empowerment to improve participants’ knowledge and skills was conducted using CEMA-community method. The method consisted of two activites, the first was a brief lecture and the second was small group discussions in a problem-oriented approach. Data on knowledge was obtained by questionnaire. Data on skills was assessed by the number of inappropriate claims they could identify the advertisements. All data was collected at baseline, immediately, and one month after intervention. Medicine advertisements in television media accounted for 15% off all commercials, with 21.53%; 17.98%; 14.17%; and 10.08% being medicine products for influenza, analgesic/antipyretic, supplement, and cough, respectively. Incomplete and misleading information mostly appeared in the advertisements. Intervention study showed that the average of participants’ knowledge in subtopic of medicine misleading was low and could be increased from 34.2 (pretest) with maximum score 100, to 65.3 (post I) and 58.3 (post II). Participants’ skills also improved immediately after intervention and this was maintained at the one month follow up (score means: 3.33; 26.67; 26.67 of maximum score 100, at pre test, post I, and post II, respectively).
Key words: medicine advertisements, community empowerment, CEMA-community method, knowledge; skills
Brownfield, ED., Bernhardt, JM., Phan, JL., Williams, MV., Parker, RM 2004, Direct-to-Consumer Drug Advertisements on Network Television: An Exploration of Quantity, Frequency, and Placement, Journal of Health Communication, Volume 9: 491–497,
Departemen Kesehatan RI 1994, Surat Keputusan Menteri Kesehatan No. 386/Men.Kes/SK/IV/1994 tentang: Pedoman Periklanan Obat Bebas, Obat Tradisional, Alat Kesehatan, Kosmetika, Perbekalan Kesehatan Rumah Tangga dan Makanan-Minuman.
Hidayati., S., Munawaroh, S., Saleh-Danu, S, 2004, Quality of drug advertisements following the deregulation of mass media in Indonesia, presented in Second International Conference on Improving Use of Medicines, March 30 - April 2, 2004, Chiang Mai, Thailand
Hodges, B., Inch, C., Silver, I 2001, Improving the Psychiatric Knowledge, and Attitudes of Primary Care Physicians, 1950–2000: A Review Am J Psychiatry 2001; 158:1579–1586
Le Grand, A., Hogerzeil, HV., Haaijer-Ruskamp, FM 1999, Intervention research in rational use of drugs: a review, Health Policy and Planning,14(2): 89-102
Mintzes, B 2005, Educational initiatives for medical and pharmacy students about drug promotion: an international cross-sectional survey, World Health Organization and Health Action International, 1-31
Rahmawati, F 2007, Nonprescription drug promotion in mass-media print publication in Indonesia, Malaysian Journal of Pharmaceutical Sciences, 5, 1, 1–6
Saleh-Danu. S., Prawitasari, JE., Suryawati, S 1997, Evaluation of the implementation of WHO
ethical criteria (WHO - EC) for medicinal drug promotion in Indonesia, presented in International Conference on Improving Use of Medicines, 1-4 April,1997,ChiangMai,Thailand
Santoso B, Suryawati S and Prawitasari JE 1996, Small group intervention versus formal seminar for improving appropriate drug use, Social Science and Medicine; 42 (8): 1163-8
Suryawati., S., Santoso, B 1997, Drug advertisements: a critical lesson for Indonesian students,
Essential Drugs Monitor, 23; 23
Turan, JM., Laley S 2003, Community-based antenatal education in •Istanbul, Turkey: effects on health behaviours, Health Policy and Planning, 18(4): 391–398
Wiedyaningsih, C., Priyatni, N., Munawaroh, S., Suryawati, S 2011, CEMA-community to improve knowledge and skills in evaluating medicine advertisements, Jurnal Manajemen Pelayanan Kesehatan,
- There are currently no refbacks.
Copyright (c) 2017 INDONESIAN JOURNAL OF PHARMACY
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indonesian J Pharm indexed by:
View My Stats