Doctors’ Views of Direct-to-Consumer Drug Advertising
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Transcript of Doctors’ Views of Direct-to-Consumer Drug Advertising
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CMI/Compas Study on Doctors’ Views of Direct-to-Consumer Drug Advertising
In Preparation for the FDA Survey of Clinicians on
Direct-to-Consumer Drug Advertising
Conducted on April 25, 2013
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In 2002, the FDA conducted a study of HCPs to understand their attitudes and behaviors associated with DTC advertising of prescription drugs…
The 2002 physician questionnaire asked for information regarding the frequency of questions physicians received from patients, physicians’ responses to questions regarding patient questions, and prescribing behaviors involved in a recent, specific encounter in which a DTC-advertised drug was discussed. Finally, general questions were asked about physicians’ opinions regarding DTC advertising.
The results of that study can be found on http://www.fda.gov/downloads/Drugs/ScienceResearch/ResearchAreas/DrugMarketingAdvertisingandCommunicationsResearch/UCM152890.pdf
This week the FDA announced their plan to conduct a new survey focusing on physicians and other healthcare professionals to understand the effect that direct-to-consumer (DTC) pharmaceutical advertising has on their prescribers’ behaviors; as well as gain their perspective on whether or not DTC drug marketing results in inappropriate requests for prescriptions or an overestimation by patients of their efficacy.
As this announcement generated much curiosity with our media teams and our many clients, CMI/Compas decided to field our own ByDoctor® PulseTM study focusing on physicians perceptions of DTC – surveying both primary care and specialty physicians. Perhaps the responses here can serve as leading indicators for what’s to come…
Survey Responders: 104 50% from Primary Care
50% from Specialty
48% agree that DTC informs, educates and empowers patients
68% agree that DTC encourages patients to contact a clinician
52% of agree that DTC removes stigma associated with certain diseases
Only 20% of physicians agree that DTC advertising strengthens a patient’s relationship with a clinician.
81% of physicians agree DTC advertising encourages drug over-utilization
78% of physicians agree DTC advertising ultimately increases the cost of healthcare
Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result.
Summary of Key Findings
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On April 25, 2013, Compas conducted a ByDoctor® PULSE™ study of physicians to gauge HCP perceptions.
HERE IS WHAT WE UNCOVERED…IN DETAIL!
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Nearly 53% of doctors believe Direct-to-Consumer pharmaceutical advertising should be scaled back
Should be scaled back Should be eliminated Should be increased Should continue as is0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
52.90%
18.30%
2.90%
26.00%
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Over 89% have received a specific medication request from a patient as a result of an advertisement they saw. 43% changed their prescribing as a result.
10.60%
46.20%
43.30% Never received requestsReceived requests, but did not change prescribingReceived requests and changed prescribing
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78% feel that Direct-to-Consumer advertising leads to a preference for brand name drugs when a generic is adequate
10.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
78.80%
21.20%
YesNo
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48% of physicians agree (5% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising informs, educates and empowers patients.
Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%
4.80%
43.30%
7.70%
32.70%
11.50%
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68% of physicians agree (18% strongly; 50% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patients to contact a clinician
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
18.30%
50.00%
12.50%14.40%
4.80%
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64% of physicians agree (13% strongly; 51% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes patient dialogue with health care provider(s)
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree Strongly Disagree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
12.50%
51.00%
16.30%14.40%
5.80%
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Only 20% of physicians agree (5% strongly; 15% somewhat) that Direct-to-Consumer pharmaceutical advertising strengthens a patient's relationship with a clinician
Strongly Agree Somewhat Agree Don't Have an OpinionSomewhat Disagree Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
4.80%
15.40%
24.00%
39.40%
16.30%
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52% of physicians agree (9% strongly; 43% somewhat) that Direct-to-Consumer pharmaceutical advertising removes stigma associated with certain diseases
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
8.60%
42.90%
21.90% 21.00%
5.70%
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53% of physicians disagree (19% strongly; 34% somewhat) Direct-to-Consumer pharmaceutical advertising reduces underdiagnoses and under-treatment of conditions
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
4.60%
22.20%20.40%
34.30%
18.50%
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63% of physicians agree (15% strongly; 48% somewhat) that Direct-to-Consumer pharmaceutical advertising misinforms patients
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree Strongly Disagree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
15.00%
47.70%
17.80%15.00%
4.70%
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74% of physicians agree (28% strongly; 46% somewhat) that Direct-to-Consumer pharmaceutical advertising overemphasizes drug benefits
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
27.60%
45.70%
17.10%
7.60%
1.90%
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50% of physicians disagree (18% strongly; 32% somewhat) that Direct-to-Consumer pharmaceutical advertising encourages patient compliance
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
6.70%
18.30%
25.00%
31.70%
18.30%
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52% of physicians disagree (21% strongly; 31% somewhat) Direct-to-Consumer pharmaceutical advertising encourages product competition and lower prices
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
5.70%
22.90%
20.00%
30.50%
21.00%
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68% of physicians agree (14% strongly; 54% somewhat) that Direct-to-Consumer pharmaceutical advertising promotes new drugs before safety profiles are fully known
Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
13.90%
53.70%
11.10%
15.70%
5.60%
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81% of physicians agree (25% strongly; 56% somewhat) Direct-to-Consumer pharmaceutical advertising encourages drug overutilization
Strongly Agree Somewhat Agree Don't Have an OpinionSomewhat Disagree Strongly Disagree0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
24.80%
56.20%
11.40%
5.70%
1.90%
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65% of physicians agree (20% strongly; 45% somewhat) that Direct-to-Consumer pharmaceutical advertising leads to inappropriate prescribing
Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
20.00%
44.80%
21.90%
10.50%
2.90%
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51% of physicians agree (15% strongly; 36% somewhat) that Direct-to-Consumer pharmaceutical advertising wastes appointment time
Strongly Agree Somewhat Agree Don't Have an Opinion Somewhat Disagree Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
15.00%
35.50%
22.40%23.40%
3.70%
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65% of physicians agree (23% strongly; 42% somewhat) that Direct-to-Consumer pharmaceutical advertising is not rigorously regulated
Strongly Agree Somewhat Agree Don't Have an Opinion
Somewhat Disagree
Strongly Disagree0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
23.10%
41.70%
16.70%13.90%
4.60%
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78% of physicians agree that Direct-to-Consumer pharmaceutical advertising ultimately increases cost of healthcare
Ultimately increases the cost of healthcare
Ultimately reduces the cost of healthcare
Does not change the cost of healthcare
No opinion0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
77.90%
5.80%
12.50%
3.80%
ByDoctor® PULSETM is a rapid response marketing research survey that provides instant audience insights around key campaign questions. • Research all healthcare professionals by specialty, geography, value segment and country.• Match your target list to over 1.7 million HCPs, spanning more than 27 specialties.• 100% customized surveys include up to 7 questions.• Receive responses within hours. Valuable, real-time insights and data with ByDoctor® PULSETM
• Gauge brand awareness and track campaign effectiveness. • Anticipate prescribing patterns after change in product label, formulary access, price increase or
indications.• Assess reaction to clinical trial data or promotional efforts by a competitor.• Evaluate satisfaction and message retention for educational programs or conferences.
Highlights• Successfully engage with HCPs through their preferred media channels• Effectively measure target audience reactions as the market changes,
including decisions made by governing bodies and current events affecting your brand
• Launch key questions and receive responses rapidly, within hours• Integrate research findings with CMI/Compas’ experience and strategic
customer insights across multi-channel, non-personal promotion campaigns
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To Find Out How Your Target Physicians Feel Towards DTC Advertising
Please contact:o Your CMI Media Director or Compas LeadoOr Lindsay Dinan: [email protected]