Liu Yifei, Doucette William R
Curr Pain Headache Rep. 2008 Apr;12(2):89-93. doi: 10.1007/s11916-008-0017-2.
In the United States, direct-to-consumer advertising (DTCA) has grown rapidly to promote prescription medications, including analgesics. Few studies in the literature directly examine the association between DTCA and patients' choice of pain medications. This article discusses how DTCA affects such choice from a behavioral perspective, because DTCA-prompted behaviors are important indicators of DTCA's influence. After DTCA exposure, patients may request prescriptions, seek further medication information, and ask about advertised conditions. Patients who suffer from pain may seek more communication with their health care providers because they are cautious about the information quality of DTCA, mainly because of the recall of rofecoxib (Vioxx; Merck, Whitehouse Station, NJ). However, the availability and DTCA of over-the-counter analgesics complicate their treatment choice. Patients could use DTCA as a tool to launch health communication and make an informed treatment choice with the guidance of their health care providers.
在美国，直接面向消费者的广告（DTCA）迅速发展，用于推广包括镇痛药在内的处方药。文献中很少有研究直接考察DTCA与患者选择止痛药物之间的关联。本文从行为学角度探讨DTCA如何影响这种选择，因为受DTCA驱动的行为是DTCA影响力的重要指标。接触DTCA后，患者可能会要求开处方、寻求更多药物信息并询问广告中提及的病症。患有疼痛的患者可能会寻求与他们的医疗服务提供者进行更多沟通，因为他们对DTCA的信息质量持谨慎态度，主要是因为罗非昔布（万络；默克公司，新泽西州怀特豪斯站）事件。然而，非处方镇痛药的可获得性和DTCA使他们的治疗选择变得复杂。患者可以将DTCA作为发起健康沟通的工具，并在医疗服务提供者的指导下做出明智的治疗选择。
