Drug Ads Help People Take Their Medicines.

Direct-to-consumer (DTC) advertising of prescription drugs helps patients more actively participate in their health
care, which increases the likelihood that they follow their treatment regimen, according to a study conducted by RxRemedy, Inc. and released by Pfizer Inc.

“DTC advertising helps solve one of the biggest problems facing doctors — how to get people to take their medication. When approximately 40% of patients don’t take their medicines as directed, encouraging patients to get involved in treatment decisions is critical,” said Dorothy Wetzel, Senior Director, Group Leader, Consumer Marketing Group, Pfizer Inc. “This study shows that drug ads play a role in yielding a better bottom line for patients: good health.”

An analysis of five medical conditions — arthritis, depression, nasal allergies, diabetes and high cholesterol — shows that patients who involve themselves in their health care by asking their doctor for a prescription drug are more likely to take their medication than those who do not. The study further shows that compliance is greatest among patients who asked for a medicine because they were prompted by seeing a DTC advertisement.

“It’s common sense — if you work with your doctor to decide what treatment is right for you, you’re more likely to stick with that treatment. DTC ads help patients to stay on their treatments longer,” Ms. Wetzel said. Following treatment regimens can help decrease the burden on the nation’s health care system. According to the Journal of Research in Pharmaceutical Economics, 5.5% of all hospital admissions are due to non-compliance, which results in $8.5 billion in unnecessary hospital expenditures each year, plus another $17-$25 billion in estimated indirect costs.

According to the study, patients diagnosed with nasal allergies who request a specific drug as a result of seeing a DTC advertisement are more than twice as likely to stay on their medication. Similar results were found for other conditions. Arthritis patients are 75% more likely to stay on their medication. People with depression are 37% more likely, high cholesterol sufferers 16% more likely and those with diabetes are 10% more likely to remain on their medication if they requested a specific drug as a result of a DTC advertisement.

“This could be especially good for men,” said Dr. Jean Bonhomme of the Men’s Health Network, who notes that men are difficult to engage in their healthcare. “Despite a traditional reluctance to visit the doctor or take their medications, men who are motivated by advertisements may become more active participants in their own healthcare, which can potentially have very beneficial effects.

The study is based on a nationally representative database of 25,000 patient participants collected and analyzed by RxRemedy. Participants provided monthly reports on drug usage and doctor visits, as well as information on whether the patient asked a doctor for a specific drug in reaction to an advertisement, unprompted by advertising, or if the patient did not initiate a request — but let the doctor specify the medication.

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