Direct-to-consumer advertising
Does DTC advertising cause patients to pressure doctors for advertised drugs?
some patients do expect a prescription because of a DTC ad but asking about prescription drugs is constant across time
What certain groups are more likely to discuss cost with doctor?
women patients in poor health patients taking one or more prescription drugs patients w/o prescription drug payment plan
Does DTC increase price of drugs or cost of health care?
yes of course
What are four "musts" of advertisements?
1) be consistent with FDA-approved package insert 2) present truthful info 3) not include assertions that cannot be proven 4) present associated risks along with benefits
What are six questions to ask to look at DTC advertising?
1) does it increase demand for advertised drugs 2) does it cause patients to pressure doctors for advertised drugs 3) does it cause inappropriate prescribing 4) does it increase the price of drugs or cost of health care 5) does it harm the relationship between patients and doctors 6) is DTC advertising appropriate at all
What were the most common reasons why physicians did not prescribed requested drug?
1) drug not right for patient 2) different drug more appropriate
What is the health care industry catering to?
1) graying of our population 2) accelerationg of R&D spending 3) specialization 4) DTC push 5) internet and its impact
What is the epidemiological perspective of DTC marketing?
1) info highly technical and scientifc 2) difficult for lay people to comprehend 3) not everyone is a HCP 4) people could abuse/hurt themselves 5) physicians under pressure to prescribe 6) over utilization of meds 7) utilization of scarce health care resources inappropriately 8) increased cost
What are three FDA regulations/requirements for ads?
1) must not be false or misleading 2) must present "fair balance" between benefits and risk informaiton 3) must disclose "material" facts in light of claims made about product
What are five common drug promotion issues?
1) omission of risk 2) minimization of risk 3) overstating effectiveness 4) promoting uses not addressed in approved labeling 5) misleading drug comparisons
What are the three forms of DTC advertisements?
1) product claim ads 2) reminder ads 3) help-seeking ads
What are six principles of influence, why do people say yes?
1) scarcity -- limited supply/time limited offer 2) social proof: what others like me do/have 3) commitment and consistency 4) reciprocity 5) authority 6) likeability
What is the challenge with large pharmaceutical companies producing ads that now directly target patients?
there will be pressure on physicians by consumers to have a certain test done to see if they should take the medication
What are help-seeking ads?
these describe a disease or condition, but don't recommend or suggest specific drugs
What are product claim ads?
these name a drug and the condition it treats and talk about both its benefits and risks
What are reminder ads?
they give the drug's name but not the drug's uses
What have patient attitudes been like of DCT over time?
they have become less positive over time
What are the components of a direct to consumer ad?
uses and indications side effects precautions to be taken contact your physician or pharmacist more info at www.. 1-800 contact poison control or drug info center
Does DTC advertising increase demand for advertised drugs?
DTC is not primary driver of visits to the doctor but it does play a role in generating questions for the doctor because patients still use their doctors as #1 info source when looking for more info about a drug or treatment
Direct to consumer ads are aimed at what?
a general audience, not aimed at HCP such as doctors, nurses, and pharmacists
General practioners report what about impact of DTC ads as opposed to specialists?
more negative overall impact of DTC ads on patients and practice
In plain language the ad must communicate what?
accurate and balanced picture of the drug product
What are drug companies required to include in their product claim ad? what is this called in print ads?
all of a drug's risk information; "brief summary"
There are also reasons to question what?
appropriateness and cost-effectiveness of the treatment that results from DTC advertising (brand vs. generic ads)
Physicians believe patients understand what better: benefits or risks?
benefits
What prescription requests are likely to be accommodated?
brand-specific = patients who ask about a brand are more likely to be prescribed that brand than patients who ask in general
Our population is living ______.
longer
Patients rarely discuss what with doctors/
cost of drugs
What is the principal effect of DTC marketing?
create consumer demands, changing the physician patient relationship to a physician-consumer relationship
What is FDA's awareness and outreach program?
designed to educate health care professionals about potentially misleading drug promotion; provides an easy avenue for health care professionals to report potentially misleading promotion to the FDA: 855-RX-BADAD [email protected]
What is a concern of DTC advertising and cost?
does it increase the price of drugs or cost of healthcare
What is the incentive for manufacturues/pharmaceuticals?
each additional dollar spend on direct-to-consumer advertising in 2010 yielded $4.20 in additional pharmaceutical sales in that year
What are material facts?
facts that would change someone's decision if they knew about them: they help shape a person's decision
Who feel more pressured to prescribe, general practitioners or specialists?
general practitioners
Does DTC advertising harm the relationship between patients and doctors?
greater % of doctors say patient having seen a DTC ad had positive impact on interaction, as opposed to negative impact
In the DTC ad, they cannot omit what?
important information
What has to be communicated in a manner reasonably comparable to benefits? what does it mean by reasonably comparable?
important risks; presentation and language
What is an advantage of DTC advertising?
increase awareness of possible treatments
An ad in accordance to FDA accurately communicate what?
indications including context for any claim
What is a disadvantage of DTC advertising?
it does not convey info about risks and benefits equally well
What are these "indications" that have to be communicated?
likelihood of benefits limitations on indication(s) = relevant patient population and concomitant (treatment occurring with it) therapies/treatmens
Does DTC advertising cause inappropriate prescribing?
no, the vast majority of patients who ask about a brand have the condition that the drug treats
Where are direct to consumer ads broadcast?
on TV and radio, and published in magazines and newspapers, and online
Physicians are evenly divided on what?
opinions on overall impact of DTC ads on patients and practice: 1/3 positive, 1/3 no effect, 1/3 negative
What will be large part of population by 2050?
over 65
Physicians believe DTC ads confuse patients about what?
relative risks and benefits of drugs
