Healthy Skepticism Library item: 8199

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

Kauffman-Sherr M, Cutrone-Hoffman D
Physicians-gatekeepers to DTC success
Pharmaceutical Executive 1997 Oct; 17:56-58, 62, 64, 66

Abstract:

An anonymous on-line survey was conducted of 4860 physicians who belong to an Internet service with a private physician membership regarding their views on direct-to-consumer (DTC) advertising of prescription drugs. The results showed that, in general, physicians were receiving the same or an increasing number of requests for brand name prescription products from their patients. More than 85% of physicians received at least 1 request for a brand name product during the previous month, while 27% received from 5 to 9. Suggestions from relatives and friends were the main reasons for brand name product requests, followed in order by advertisements, prior prescriptions for brand name products, and suggestions from pharmacists and other health professionals. Consumer journals and magazines were the main source of patients’ prescription drug information, followed in order by television, newspapers, and brochures. Most physicians wanted DTC advertising to be decreased or stopped. Sixteen percent of physicians felt that DTC advertising educated patients, 39% indicated it caused patients to reach incorrect conclusions, and 41% felt that DTC both educated and confused patients. Physicians stated that pharmaceutical sales representatives seldom or never mentioned their companies’ DTC advertisements.