Healthy Skepticism Library item: 5689

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

Physicians say direct-to-consumer advertising affects patient behavior.
Am J Hosp Pharm 1993 Jul 01; 50:(7):1329

Abstract:

Physicians responding to a recent market survey on DTCA noted some changes in patient behaviour since a similar survey in 1989. 2000 US consumers and 3700 US physicians participated in the survey. Physicians reported that patients are talking more about prescription drugs, often initiating discussion, and bringing in drug ads. 88% of physicians reported having patients request drugs by brand names, compared with only 45% in 1989. Patients are also more likely to discuss symptoms that have been mentioned in ads; 78% of physicians reported this in 1992, compared with 30% in 1989. Although 56% of physicians opposed DTCA, many believed that patients were motivated to comply with treatment much more closely when using a drug they had requested. 4% of physicians will at least consider prescribing drugs they hear about from patients; 16% said they are very likely to prescribe it. Physicians are more positive about ads in particular therapeutic areas such as hypertension, hair loss, migraines, allergies, ulcers, hypercholesterolemia, and smoking. Consumer were asked about their response to ads for drugs including OrthoNovum, Nicoderm, Habitrol, Nicotrol, Premarin, Estraderm, Cardizem, Seldane, Rogaine, and Minitran. In 1989 most physicians reported learning of DTCA campaigns by direct communication from sponsoring companies. In 1992, most learned from seeing the ads themselves. Unsurprisingly, physician awareness corresponded to products with most exposure.

Keywords:
*news story/United States/