直接面向消费者的广告的利弊：一项系统综述。
Benefits and harms of direct to consumer advertising: a systematic review.
作者信息
Gilbody S, Wilson P, Watt I
机构信息
Department of Health Sciences, Seebohm Rowntree Building, Alcuin College, University of York YO10 5DD.
出版信息
Qual Saf Health Care. 2005 Aug;14(4):246-50. doi: 10.1136/qshc.2004.012781.
BACKGROUND
Direct to consumer advertising is increasingly used by the pharmaceutical industry, but its benefits and harms have yet to be summarised in a comprehensive and rigorous manner.
METHODS
A systematic review was conducted of robust evaluations of the impact (positive and negative) of direct to consumer advertising. A broad range of databases and data sources (including Cinahl, Embase, HMIC, HSRProj, Medline, PsycInfo, and the internet) were searched from inception to 2004.
RESULTS
From 2853 citations only four reports were found that met the strict inclusion criteria and provided usable results. Direct to consumer advertising is associated with increased prescription of advertised products and there is substantial impact on patients' request for specific drugs and physicians' confidence in prescribing. No additional benefits in terms of health outcomes were demonstrated.
DISCUSSION
Direct to consumer advertising is banned in most countries, and the research evidence tends to support the negative impact that is feared by those who support a legislative ban. Further research is needed into the clinical and economic impact of direct to consumer advertising in healthcare systems.
背景
制药行业越来越多地采用直接面向消费者的广告宣传，但尚未以全面、严谨的方式对其利弊进行总结。
方法
对直接面向消费者的广告宣传的影响（正面和负面）进行了系统的稳健性评估综述。从数据库建立之初到2004年，检索了广泛的数据库和数据源（包括护理学与健康领域数据库、荷兰医学文摘数据库、英国医学期刊数据库、卫生服务研究项目数据库、医学索引数据库、心理学文摘数据库以及互联网）。
结果
从2853条引用文献中仅发现4篇报告符合严格的纳入标准并提供了可用结果。直接面向消费者的广告宣传与广告产品处方量增加相关，并且对患者对特定药物的需求以及医生的处方信心有重大影响。未证明在健康结果方面有额外益处。
讨论
大多数国家禁止直接面向消费者的广告宣传，研究证据倾向于支持那些支持立法禁令者所担心的负面影响。需要进一步研究直接面向消费者的广告宣传在医疗保健系统中的临床和经济影响。
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