Effects of Drug Advertising on Prescription Choice

药品广告对处方选择的影响

• 批准号: 6409859
• 负责人: MARTA WOSINSKA
• 金额: $ 3.22万
• 依托单位: UNIVERSITY OF CALIFORNIA BERKELEY
• 依托单位国家: 美国
• 财政年份: 2001
• 资助国家: 美国
• 起止时间: 2001-09-15 至 2002-09-14
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6409859
• 关键词: choice; clinical research; drug /agent; health economics; health science research analysis /evaluation; human data; telecommunications

Prescription drug spending has been the fastest growing health expenditure, currently on the order of 20% per year. This trend coincides with the dramatic growth of drug advertising aimed directly at the consumers through television and other media, particularly since the August 1997 Food and Drug Administration decision to ease advertising restrictions. This raises the possibility that direct-to- consumer advertising contributes to increased utilization of prescription drugs and frustrates efforts by payers to control health care costs. The primary aim of the proposed study is to address the effects of direct-to-consumer advertising on prescription drug choice. Specifically, it addresses two questions: (1) To what extent does direct-to-consumer advertising increase the utilization of advertised drugs? (2) Does direct-to-consumer advertising undermine the insurers' efforts to induce price sensitivity in prescription behavior? This study provides a conceptual framework to analyze the demand for prescription drugs and physician prescription decision-making, with special attention to the influences of direct-to-consumer advertising, formularies, and cost-sharing requirements. The econometric analysis utilizes an extensive panel of prescription claims matched with direct-to-consumer and physician advertising expenditures. The estimation utilizes a random coefficients multinomial logit procedure to account for heterogeneity of patient and physician tastes and preferences. Understanding the mechanisms behind the growth of prescription expenditures and the possible ways of controlling that growth is important to all third-party payers that struggle with controlling their pharmacy costs. This research also has potential implications for the regulation of drug advertising and, if a Medicare drug benefit becomes reality, may aid in structuring such a benefit.

处方药支出是增长最快的卫生支出，目前每年约占20%。这一趋势与通过电视和其他媒体直接针对消费者的药物广告的急剧增长相吻合，特别是自1997年8月食品和药物管理局决定放宽广告限制以来。这增加了直接面向消费者的广告有助于增加处方药使用的可能性，并挫败了支付者控制医疗保健费用的努力。拟议研究的主要目的是解决直接面向消费者的广告对处方药选择的影响。具体而言，它解决了两个问题：（1）在多大程度上直接面向消费者的广告增加了广告药品的利用？(2)直接面向消费者的广告是否会破坏保险公司在处方行为中诱导价格敏感性的努力？本研究提供了一个概念框架来分析处方药的需求和医生处方决策，特别关注直接面向消费者的广告，处方集和成本分摊要求的影响。计量经济学分析利用了一个广泛的面板处方索赔匹配直接面向消费者和医生的广告支出。该估计利用随机系数多项式logit程序来解释患者和医生口味和偏好的异质性。了解处方支出增长背后的机制以及控制这种增长的可能方法对于所有努力控制其药房成本的第三方支付者来说都很重要。这项研究也有潜在的影响，药品广告的监管，如果医疗保险药品福利成为现实，可能有助于构建这样的福利。