A study of the web as DTC drug marketing agent
A study of the web as DTC drug marketing agent
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DOI：
10.1007/s10916-007-9098-4
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发表时间：
2007-12-01
影响因子：
5.3
通讯作者：
Churchill, Rick
中科院分区：
文献类型：
--
作者：
Lorence, Daniel;Churchill, Rick
在美国，药品直接面向消费者（DTC）营销的增长催生了消费者信息和讨论网站的产生，这些网站与特定的医疗条件和特定药物的疗效有关。在这种环境中，消费者往往发现质量参差不齐的健康信息并据此采取行动，而保健专业人员的投入很少。一些卫生政策分析人士认为，这种消费者“药品网络”的出现将导致在处方药上不必要的支出，因为消费者看到广告，然后要求他们的供应商开这种药。其他人说，一个聪明的消费者将能够研究信息，并缩小一个药物，可能会为他们个人的工作，而不是有提供者“实验”与不同的药物。有几个跨学科的评估框架，特别是在商业搜索引擎评估这种健康信息。本研究作为一项探索性技术评估，检查基于网络的DTC流行的处方药和对医疗保健消费者的影响。
The growth of direct-to-consumer (DTC) marketing of pharmaceuticals in the USA has spawned the generation of web sites for consumer information and discussion, related to specific medical conditions and the efficacy of specific drugs. In such an environment consumers often find and act upon health information of variable quality, with little input from health professionals. Some health policy analysts argue that the emergence of such consumer "drug networks" will lead to unnecessary expenditure of money on prescription drugs, as consumers see ads and then demand that their providers prescribe that drug. Others say that an intelligent consumer will be able to research the information and narrow down a drug that will likely work for them personally, rather than having the provider "experiment" with different medications. There exist few cross-disciplinary evaluative frameworks for assessing such health information, especially within commercial search engines. This study serves as an exploratory technology assessment that examines the prevalence of web-based DTC for a popular prescription drug and the impact on healthcare consumers.