Direct-to-consumer advertising of prescription drugs can be an important and productive part of office visits, according to a new study by Market Measures/Cozint.
Physicians say that DTC advertising is prompting doctor visits among appropriate patients, increasing receptivity to treatment and leading to more thorough discussions about healthcare, according to the study.
Just the same, the study also revealed that DTC ads are not unduly influencing doctors: 70% of physicians do not feel pressure to prescribe medication requested by patients who saw a DTC advertisement. But more than 80% of physicians reported that the drugs discussed were appropriate for the patients.
This study is based on more than 400 interviews with primary care physicians and cardiologists treating high cholesterol conditions, as well as psychiatrists and primary care physicians treating mood/anxiety disorders.
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