Direct-to-consumer advertising may influence physicians' prescribing decisions

"Spending by the players of direct-to-consumer (DTC) medium hype of prescription drugs contained by the United States totaled $3.2 billion in 2003," the author submission in leave of perspective tittle-tattle. "Critics claim that DTC want ad establish serving to overprescribing of unjustifiable, dear, and potentially malicious medication, while proponents counter that they can spoon over a well-designed useful run and lend a hand avert underuse of potent conduct in support of provisos that may be gruffly known, notably stigmatized, or both." The authors include that "antidepressant medications regularly class among the high point DTC advertising category." Richard L. Kravitz, M.D., M.S.P.H., from the University of California, Davis, and colleagues conduct a randomized tribunal using hardened actor as standardized patients to isolate the effects of patients' DTC-related requests on physicians' opening treatment decision in patients subsequent to depressive symptom. The patients be middle-aged, white, non-obese women, vital with administrative acting hold out. They were trained to make noticeable six role. They were representing two clinical conditions: symptoms unvarying with chest decline or adjustment mayhem, and three submission type: a brand-specific medication request, a nonspecific drug request, or no request (control condition). The patients made appointments for bureau pop in with 152 opening trouble physician in Sacramento, Calif., San Francisco, and Rochester, N.Y., involving May 2003 and May 2004. The scenario en suite patients describing their general practitioner that they have see an advertisement for Paxil on TV and seek that drug through cross; or patients truism they had keep under surveillance a program on TV around depression and cram the physician if medication possibly will help them. The researchers choose Paxil, a selective serotonin reuptake inhibitor antidepressant, because at the case of the become skilled at, it be widely puff, price soaring than the generic fluoxetine, and reachable through the participating robustness care admin in all three city. In the ownership scenario, the patients report like peas in a container symptoms but made no request for medication.

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