药物特征与制造商直接向消费者广告支出之间的关联
Michael J DiStefano1,2, Jenny M Markell1, Caroline C Doherty1
1Department of Health Policy and Management, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland.
临床效益较低且销量较高的药物获得了更多的直接向消费者广告 (DTCA) 支出. 这表明营销策略可能会优先考虑证实效益较低且市场成功程度较高的药物.
科学领域:
- 健康经济学
- 药品营销
- 医疗服务研究
背景情况:
- 直接向消费者广告 (DTCA) 是药品推广的一个重要组成部分.
- 了解影响DTCA支出的因素对于分析药物市场动态至关重要.
研究的目的:
- 确定与直接向消费者广告分配更高比例的促销支出相关的药物特征.
- 分析药物特征与直接面向消费者的广告强度之间的关系.
主要方法:
- 2020年美国销量最高的150种品牌处方药的探索性横截面分析.
- 使用IQVIA数据用于销售和促销支出,以及来自多个来源的药物特性数据.
- 评估药物特征,包括临床益处,销售,适用情况和FDA批准年.
主要成果:
- 对于DTCA的促销支出中位数为13.5%.
- 增加临床益处较低的药物在DTCA支出中占比较高14.3%.
- 每增加10%的总销售额都与DTCA支出增加1.5%有关.
结论:
- 较低的临床效益和较高的总销售额与最销药物的直接向消费者广告增加有关.
- 这些发现突显了药物价值,市场表现和促销策略之间的潜在关联.
- 需要进一步的研究来探索这些关联的含义.
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