Posting date: April 28, 2004

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Health Affairs, 10.1377/hlthaff.w4.219
Copyright © 2004 by Project HOPE

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Physicians Report On Patient Encounters Involving Direct-To-Consumer Advertising

¹ Joel Weissman is an associate professor in the Department of Medicine, Harvard Medical School, and a member of the school’s Department of Health Care Policy and of the Institute for Health Policy, Massachusetts General Hospital.
² David Blumenthal is a professor in the Department of Medicine and a member of the Department of Health Care Policy and the Institute for Health Policy.
³ Alvin Silk is the Lincoln Filene Professor Emeritus in the Harvard Graduate School of Business Administration.
⁴ Michael Newman is a senior research manager at Harris Interactive, New York City.
⁵ Kinga Zapert is vice president for health policy research at Harris Interactive in New York City.
⁶ Robert Leitman is division president, Health Care, Harris Interactive, New York City.
⁷ Sandra Feibelmann is a member of the Institute for Health Policy.

^*Corresponding author.

Abstract

We surveyed a national sample of 643 physicians on events associated with visits during which patients discussed an advertised drug. Physicians perceived improved communication and education but also thought that direct-to-consumer advertising (DTCA) led patients to seek unnecessary treatments. Physicians prescribed the advertised drug in 39 percent of DTCA visits but also recommended lifestyle changes and suggested other treatments. Referring to visits when the DTCA drug was prescribed, 46 percent said that it was the most effective drug, and 48 percent said that others were equally effective. Prescribing DTCA drugs when other effective drugs are available warrants further study.

Key Words: Consumer Issues, Legal/Regulatory Issues, Media, Pharmaceuticals, Ethical Issues, Health Spending

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