Drug Safety :: Direct to Consumer Advertising of Prescription Drugs Influences Behavior, Attitudes and Knowledge

A survey by Harris Interactive? found that large numbers of people believe that they are influenced by the direct to consumer advertising (DTCA) of prescription drugs. Between 21 and 51 percent agree with 10 statements about how they are influenced by DTCA, with 30 percent or more agreeing with eight of the 10 statements.

While 30 to 50 percent of adults are not a majority, they represent many millions of people who believe that they are influenced by DTCA.

These are some of the results of a nationwide survey of 1,726 U.S. adults interviewed online between October 20 and October 30, 2006. The survey was conducted for the Pharmaceutical Safety Institute and was designed to represent the general public, except that it excludes people who work in the health care industry, for a regulatory agency or who are health care providers.

The results of this survey were analyzed to see if people with medical conditions, people currently taking prescription medications or people who see their doctors three or more times a year were more likely to be influenced than healthier patients. The survey found that they are only a little or somewhat more likely to be influenced. In most cases the differences were modest.

Fifty one percent of adults believe that DTCA encourages them to ask additional questions when visiting their physician. Forty two percent believe that DTCA increases the number of questions they have regarding prescription drugs. Forty four percent believe that DTCA makes them more knowledgeable about treatments they previously did not already know about. Forty two percent believe that DTCA provides useful information on the risks of using prescription medications. Forty one percent believe that DTCA provides useful information on the benefits of prescription medications, while another forty one percent believe that DTCA increases their knowledge of prescription medications.

Substantial but smaller numbers also believe that DTCA increases their general concerns about using prescription medications (38%) and about their physicians? judgments in prescribing medications (24%). Minorities, albeit more modest ones, believe that prescription drug advertisements motivate them to visit their physicians and schedule an appointment (21%) and help them to make better decisions about what medications they prefer to take (30%)

Most of the results of this survey suggest that DTCA has a positive impact on the public. It appears to inform them and to make them more inquisitive so that they ask more questions. Large numbers of people also believe that DTCA increases their knowledge on prescription medications. All that, if true, is presumably a good thing.

At the same time, many people feel that DTCA sometimes raises their concerns about prescription medications and their physicians. A reasonable conclusion could be that this is also positive as consumers should be concerned about the safety and appropriateness of the drugs which are available to them.

The most equivocal finding is the 21 percent who report that DTCA motivates them to schedule visits with their doctors. If many of these visits are unnecessary that, presumably, is a bad thing. However, if many of these visits result in a better diagnosis or a better treatment (or even a treatment for a previously untreated condition), that is presumably a good thing. It is likely that DTCA does some of both.


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