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: 6771890
• 负责人: W David Bradford
• 金额: $ 25.67万
• 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 2006-06-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/6771890
• 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）放宽了处方药电视广告的规定，允许药品同时提到疾病和药品品牌名称。此后不久，处方药的直接面向消费者广告（DTCA）支出迅速扩大。这在医疗行业、医疗保险公司和管理式医疗组织中引发了大量关于这些营销努力效果的辩论。然而，关于DTCA对处方药有效分配的影响知之甚少。DTCA的效果有三个组成部分：“公益”效应，即传播有关疾病的信息；“匹配”效应，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”效应，即DCTA鼓励患者基于广告的美学或说服力特征对广告品牌忠诚。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。