Mackey Tim K, Liang Bryan A
Global Health Policy Institute, San Diego, California Department of Anesthesiology, University of California San Diego School of Medicine, San Diego, California Division of Global Public Health, University of California San Diego School of Medicine, San Diego, California Joint Masters Program in Health Policy and Law, University of California San Diego School of Medicine, San Diego, California San Diego Center for Patient Safety, University of California San Diego School of Medicine, San Diego, California
Global Health Policy Institute, San Diego, California Joint Masters Program in Health Policy and Law, University of California San Diego School of Medicine, San Diego, California San Diego Center for Patient Safety, University of California San Diego School of Medicine, San Diego, California.
Ann Fam Med. 2015 Jan-Feb;13(1):82-5. doi: 10.1370/afm.1711.
Pharmaceutical marketing is undergoing a transition as the business, delivery, and consumption of health care have increasingly become part of a growing digital landscape. Changes in pharmaceutical promotion also coincide with federal "sunshine" regulations newly implemented under the Affordable Care Act that require disclosure of certain marketing and industry payments to physicians. Collectively, these trends could lead to fundamental shifts in physician-directed and direct-to-consumer advertising (DTCA) that have yet to be adequately identified or explored. In response, we advocate for greater DTCA transparency, especially in the emerging digital forms of DTCA, to complement forthcoming sunshine transparency data. This will allow more robust study and understanding of changes in overall pharmaceutical marketing trends and their impact on health care consumption and behavior. This can also lead to more targeted state and federal policy interventions leveraging existing federal transparency regulations to ensure appropriate marketing, sales, and consumption of pharmaceutical products.
随着医疗保健的业务、交付和消费日益成为不断发展的数字领域的一部分，药品营销正在经历一场变革。药品促销的变化也与《平价医疗法案》新实施的联邦“阳光”法规相契合，该法规要求披露向医生支付的某些营销和行业款项。总体而言，这些趋势可能导致针对医生的广告和直接面向消费者的广告（DTCA）发生根本性转变，而这些转变尚未得到充分识别或探讨。作为回应，我们主张提高DTCA的透明度，特别是在新兴的数字形式的DTCA中，以补充即将到来的阳光透明度数据。这将使人们能够更全面地研究和理解药品营销总体趋势的变化及其对医疗保健消费和行为的影响。这还可以促使州和联邦采取更具针对性的政策干预措施，利用现有的联邦透明度法规来确保药品的适当营销、销售和消费。
