Opinion Leadership in Medication Information

Consumers desire more information about medication. This study focuses on interpersonal sources from an opinion leader perspective. Four aspects were investigated: from which interpersonal source would advice be accepted; from which source would information be sought; which source is preferred; and if the preferred source differs based on perceived importance of a drug category. Results support a vertical flow of influence from health professional to consumer, but question the assumption that physicians are perceived as the most appropriate interpersonal sources for all health matters. Sources of information and advice vary with the type and characteristics of the medication and the characteristics of the interpersonal source.