Bradford W David, Kleit Andrew N, Nietert Paul J, Steyer Terrence, McIlwain Thomas, Ornstein Steven
Center for Health Economic and Policy Studies, Department of Health Administration and Policy, Medical University of South Carolina, Charleston, USA.
Health Aff (Millwood). 2006 Sep-Oct;25(5):1371-7. doi: 10.1377/hlthaff.25.5.1371.
Concern about the potential pernicious effect of direct-to-consumer (DTC) drug advertising on physicians' prescribing patterns was heightened with the 2004 withdrawal of Vioxx, a heavily advertised treatment for osteoarthritis. We examine how DTC advertising has affected physicians' prescribing behavior for osteoarthritis patients. We analyzed monthly clinical information on fifty-seven primary care practices during 2000-2002, matched to monthly brand-specific advertising data for local and network television. DTC advertising of Vioxx and Celebrex increased the number of osteoarthritis patients seen by physicians each month. DTC advertising of Vioxx increased the likelihood that patients received both Vioxx and Celebrex, but Celebrex ads only affected Vioxx use.
随着2004年万络（一种针对骨关节炎大力宣传的治疗药物）的撤市，人们对直接面向消费者（DTC）的药品广告可能对医生处方模式产生的有害影响的担忧加剧。我们研究了DTC广告如何影响医生对骨关节炎患者的处方行为。我们分析了2000年至2002年期间57家初级保健机构的月度临床信息，并将其与本地和网络电视上的月度特定品牌广告数据相匹配。万络和西乐葆的DTC广告增加了医生每月接诊的骨关节炎患者数量。万络的DTC广告增加了患者同时使用万络和西乐葆的可能性，但西乐葆广告仅影响万络的使用。
