Impact of Direct to Consumer Pharmaceutical Marketing

直接面向消费者的药品营销的影响

• 批准号: 6614742
• 负责人: W David Bradford
• 金额: $ 29.49万
• 依托单位: MEDICAL UNIVERSITY OF SOUTH CAROLINA
• 依托单位国家: 美国
• 财政年份: 2003
• 资助国家: 美国
• 起止时间: 2003-07-07 至 2005-06-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6614742
• 关键词: biotherapeutic agent; consumer product; human data; hyperlipidemia; osteoarthritis

DESCRIPTION (provided by applicant): In August of 1997, the Food and Drug Administration (FDA) relaxed the rules governing television advertising of prescription pharmaceutical products allowing pharmaceuticals to mention both the disease and drug brand name. Shortly thereafter, expenditures on direct to consumer advertising (DTCA) for prescription pharmaceuticals rapidly expanded. This has prompted a great deal of debate in the medical profession and among health care insurers and managed care organizations regarding the effect of these marketing efforts. However, very little is known about the effects of DTCA for the efficient allocation of prescription drugs. There are three components to the effect of DTCA: a "public good" effect whereby the information is disseminated about a disease, a "matching" effect whereby the information in DTCA assists patients and physicians in identifying optimal therapeutic pathways, and a "brand" effect whereby the DCTA encourages patient loyalty to the advertised brand based on the aesthetic or persuasive characteristics of the advertisements. The principal goal of this research will be to estimate bounds on these three effects, and thereby identify the helpful and/or harmful effects of DTCA on social welfare. We will bound the welfare effects by measuring how DTCA affects the likelihood that selected diseases are diagnosed, physician prescribing patterns given that the diseases are diagnosed, and the duration of care, conditional on a prescription being written. To do this, we will use data from two representative diseases: osteoarthritis and hyperlipidemia. The data will be taken from a large, geographically dispersed multi-practice electronic medical record research network, local data on television and radio advertisements, and other sources of local and national data. Knowledge gained about the impact of DTCA on the pathways of care will be have policy implications for private payors, future Medicare pharmaceutical benefits and the continued stance of the FDA on DTCA marketing rules.

描述（由申请人提供）：1997 年 8 月，美国食品和药物管理局 (FDA) 放宽了处方药品电视广告的规定，允许药品提及疾病和药品品牌名称。 此后不久，处方药的直接消费者广告 (DTCA) 支出迅速增加。 这在医学界、医疗保险公司和管理式医疗组织中引发了关于这些营销活动效果的大量争论。 然而，人们对 DTCA 对处方药有效分配的影响知之甚少。 DTCA 的效果由三个部分组成：“公共利益”效果，即传播有关疾病的信息；“匹配”效果，即 DTCA 中的信息帮助患者和医生确定最佳治疗途径；以及“品牌”效果。 DCTA 根据广告的美学或说服力特征鼓励患者对广告品牌的忠诚度。 本研究的主要目标是估计这三种影响的界限，从而确定 DTCA 对社会福利的有益和/或有害影响。 我们将通过测量 DTCA 如何影响选定疾病被诊断的可能性、诊断出疾病后的医生处方模式以及护理持续时间（以开出的处方为条件）来限制福利效应。 为此，我们将使用两种代表性疾病的数据：骨关节炎和高脂血症。 这些数据将取自大型的、地理上分散的多实践电子病历研究网络、电视和广播广告的本地数据以及本地和国家数据的其他来源。 关于 DTCA 对护理途径影响的了解将对私人付款人、未来 Medicare 药品福利以及 FDA 对 DTCA 营销规则的持续立场产生政策影响。