Healthy Skepticism Library item: 2056

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Bell RA, Wilkes MS, Kravitz RL.
Advertisement-induced prescription drug requests: patients' anticipated reactions to a physician who refuses.
J Fam Pract 1999 Jun; 48:(6):446-52

Abstract:

BACKGROUND: Drug manufacturers increasingly encourage patient prescription drug demand through the use of direct-to-consumer (DTC) advertisements. We describe patients’ forecasts of their reactions if their doctor were to deny an advertisement-motivated drug request and then identify significant predictors of these reactions.

METHODS: We conducted a random phone survey of 329 Sacramento adults (response rate = 69%). Key outcomes were respondents’ perceived likelihood of reacting to the nonfulfillment of a prescription request by becoming disappointed, trying to persuade the physician to reconsider, seeking a prescription from a different physician, and changing physicians. We also assessed associations between the likelihood of these reactions and respondents’ evaluations of their physician’s communication skills; attitudes toward, assumptions about the regulation of, and past responses to DTC advertising; health status; and demographic characteristics.

RESULTS: Disappointment was the most likely reaction (46%). One fourth of the respondents anticipated resorting to persuasion and seeking the prescription elsewhere, while only 15% considered terminating their relationship with their physicians. Subjects who anticipated reacting in these 4 ways reported lower satisfaction with their physicians, evaluated DTC advertising more favorably, and possessed more confidence in the government’s regulation of these advertisements.

CONCLUSIONS: A sizable fraction of patients believed they would react negatively if their physician refused to provide a prescription for a drug advertised in the general media. Avenues for dealing effectively with patients’ advertising-induced requests for prescription drugs are needed.

Keywords:
MeSH Terms: Adolescent Adult Advertising* Aged Attitude to Health California Communication Drug Industry Female Health Care Surveys Health Knowledge, Attitudes, Practice Humans Male Middle Aged Patient Participation* Pharmaceutical Preparations* Physician-Patient Relations* Physicians/psychology Refusal to Treat*