DTC Perspectives is a consultancy and newsletter run by Bob Ehrlich, a former pharma marketer. I've never met Bob, but somehow several years ago I ended up on his email list and I regularly find his commentary to be superb. Sure, he's a pharma guy with sympathies in our direction, but it would be hard to read his commentary and not agree that he is always honest and fair-minded.
This week, Bob highlights a recent study done by the Dana-Farber Cancer Institute published in the Journal of Clinical Oncology. He writes that the study
showed 57% of consumers surveyed suffering from cancer said DTC helped them have better discussions with their doctor. They also found 62% said they became aware of treatment options from DTC
However...
The study did caution that some consumers (11%) were less confident of their doctor's judgment after seeing DTC. They concluded that DTC "was found to be accessible and useful." The frequent concern that critics have that DTC changes doctor behavior was not found to be a problem. Only 17% of those surveyed talked to their doctor about a specific medication. Only 3% received a medication they requested.
Bob continues:
This study is similar to most DTC studies in that DTC is seen as a net positive. It does not lead to mass mis-prescribing behavior. Patients like it because they learn new things from DTC. They feel more prepared to discuss their treatment with their doctor. I would venture to say therefore that Henry Waxman has little to fear from DTC. Patients are not hoping he and other legislators protect them from DTC...
....Americans are skeptical of all advertising and they approach DTC with caution. DTC gives them a basis of discussion with their doctors. That is better than total ignorance. Informed consumers who see a DTC ad for their condition will likely then go to the Internet to follow-up. Using a search engine they see fuller pros and cons of the drug mentioned. DTC serves as a stimulus for further investigation.
He concludes, calling for a kind of "Public Option for Drug Information," saying he hopes "Congressional critics can ultimately agree that more information is better." We agree.
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