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Healthy Skepticism Library item: 12594

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

Berry SR, Hubay S, Soibelman H, Martin DK.
The effect of priority setting decisions for new cancer drugs on medical oncologists' practice in Ontario: a qualitative study.
BMC Health Serv Res 2007 Nov 28; 7:193:
http://www.biomedcentral.com/1472-6963/7/193


Abstract:

BACKGROUND: Health care policies, including drug-funding policies, influence physician practice. Funding policies are especially important in the area of cancer care since cancer is a leading cause of death that is responsible for a significant level of health care expenditures. Recognizing the rising cost of cancer therapies, Cancer Care Ontario (CCO) established a funding process to provide access to new, effective agents through a “New Drug Funding Program” (NDFP). The purpose of this study is to describe oncologists’ perceptions of the impact of NDFP priority setting decisions on their practice. METHODS: This is a qualitative study involving semi-structured, in-depth interviews with 46 medical oncologists in Ontario. Oncologists were asked to describe the impact of CCO’s NDFP drug funding decisions on their practice. Analysis of interview transcripts commenced with data collection. RESULTS: Our key finding is that many of the medical oncologists who participated in this study did not accept limits when policy decisions limit access to cancer drugs they feel would benefit their patients. Moreover, overcoming those limits had a significant impact on oncologists’ practice in terms of how they spend their time and energy and their relationship with patients. CONCLUSION: When priority setting decisions limit access to cancer medications, many oncologists’ efforts to overcome those limits have a significant impact on their practice. Policy makers need to seriously consider the implications of their decisions on physicians, who may go to considerable effort to circumvent their policies in the name of patient advocacy.

Keywords:
Antineoplastic Agents/economics* Antineoplastic Agents/supply & distribution Attitude of Health Personnel* Decision Making Drug Approval/economics Drug Approval/legislation & jurisprudence Female Health Policy* Health Priorities/legislation & jurisprudence* Health Services Accessibility/legislation & jurisprudence* Humans Interviews as Topic Male Medical Oncology/economics Medical Oncology/trends* Neoplasms/drug therapy* Ontario Patient Advocacy Physician-Patient Relations* Practice Management, Medical Professional Autonomy* Qualitative Research

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963