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How direct-to-consumer television advertising for osteoarthritis drugs affects physicians' prescribing behavior
W David Bradford1, Andrew N Kleit, Paul J Nietert
1Center for Health Economic and Policy Studies, Department of Health Administration and Policy, Medical University of South Carolina, Charleston, USA. bradfowd@musc.edu
Health Affairs (Project Hope)
|September 13, 2006
Summary
Direct-to-consumer (DTC) drug advertising for osteoarthritis treatments like Vioxx and Celebrex influenced physician prescribing. Vioxx ads increased prescriptions for both Vioxx and Celebrex, impacting patient treatment choices.
Area of Science:
- Health Services Research
- Pharmaceutical Marketing
- Clinical Practice
Background:
- Direct-to-consumer (DTC) drug advertising's impact on physician prescribing is a significant concern.
- The withdrawal of Vioxx in 2004 heightened scrutiny of DTC advertising's influence on osteoarthritis treatments.
Purpose of the Study:
- To investigate the effect of DTC advertising on physicians' prescribing behavior for osteoarthritis patients.
- To analyze the relationship between Vioxx and Celebrex advertising and prescription patterns.
Main Methods:
- Analysis of monthly clinical data from 57 primary care practices (2000-2002).
- Matching clinical data with monthly brand-specific television advertising data (local and network).
Main Results:
- DTC advertising for Vioxx and Celebrex correlated with an increased number of osteoarthritis patients seen monthly by physicians.
- Vioxx advertising significantly increased the likelihood of patients receiving both Vioxx and Celebrex.
- Celebrex advertising influenced Vioxx prescriptions but not Celebrex prescriptions.
Conclusions:
- DTC advertising demonstrably affects physician prescribing patterns for osteoarthritis medications.
- Physicians' prescribing behavior is influenced by specific drug advertising campaigns, with Vioxx ads having a broader impact than Celebrex ads.
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