Costs and benefits of direct-to-consumer advertising - The case of depression
Costs and benefits of direct-to-consumer advertising - The case of depression
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DOI：
10.2165/00019053-200725060-00006
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发表时间：
2007-01-01
影响因子：
4.4
通讯作者：
Block, Adam E.
中科院分区：
文献类型：
--
作者：
Block, Adam E.
背景：直接面向消费者的广告（DTCA）在美国和新西兰是法律的，但在世界其他地区是非法的。很少或没有研究存在于社会福利的影响DTCA.Aim：要量化的总成本和效益与适当的和不适当的照顾，由于DTCA，为depression.Methods的情况下：成本效益模型的开发使用参数估计从现有的调查，流行病学和实验数据。该模型估计的总收益和成本（2002年的值）的新的适当和不适当的护理刺激DTCA抑郁症。模型参数的不确定性与敏感性analysis.Results：这项研究提供的证据表明，94%的新的抗抑郁药的使用，由于DTCA是从非抑郁症的个人。然而，平均健康效益，每个新的抑郁症用户是63倍以上的成本，每次治疗，创造了积极的整体社会福利效应;净效益> US72million.Conclusion：这项分析表明，DTCA可能会导致抗抑郁治疗的非抑郁症患者的15倍，抑郁症患者。然而，治疗非抑郁症患者的成本可能远远超过治疗抑郁症患者的更大收益。通过更好的广告定位和更高质量的抑郁症治疗，可以提高成本效益比。
Background: Direct-to-consumer advertising (DTCA) is legal in the US and New Zealand, but illegal in the rest of the world. Little or no research exists on the social welfare implications of DTCA.Aim: To quantify the total costs and benefits associated with both appropriate and inappropriate care due to DTCA, for the case of depression.Methods: A cost-benefit model was developed using parameter estimates from available survey, epidemiological and experimental data. The model estimates the total benefits and costs (year 2002 values) of new appropriate and inappropriate care stimulated by DTCA for depression. Uncertainty in model parameters is addressed with sensitivity analyses.Results: This study provides evidence that 94% of new antidepressant use due to DTCA is from non-depressed individuals. However, the average health benefit to each new depressed user is 63-fold greater than the cost per treatment, creating a positive overall social welfare effect; a net benefit of >$US72 million.Conclusion: This analysis suggests that DTCA may lead to antidepressant treatment in 15-fold as many non-depressed people as depressed people. However, the costs of treating non-depressed people may be vastly outweighed by the much larger benefit accruing to treated depressed individuals. The cost-benefit ratio can be improved through better targeting of advertisements and higher quality treatment of depression.