DTC ads made some cancer patients doubt their docs

Share this article:
A survey of patients at Harvard's Dana-Farber Cancer Institute found that 11% said ads for cancer-related drugs had made them less confident in their providers' judgment.

Of the 348 respondents to the survey, published in the Journal of Clinical Oncology, 86% were aware of DTC advertising, particularly television spots (77%), with little variation across clinical or sociodemographic factors except that patients were more likely to be aware of products specific to their cancer types.

Of those aware of ads, 17.3% said they'd talked to their healthcare provider about an advertised medication, though fewer than a fifth of those patients reported receiving a prescription for the drug in question. Patient perceptions of DTC ads were generally favorable, particularly among non-college graduates.

The researchers concluded that the respondents were highly aware of DTC for cancer-related treatments, that they found ads to be accessible and useful and that they prompted "a modest amount of patient-provider discussion but infrequent patient-reported changes in therapy."

Share this article:
You must be a registered member of MMM to post a comment.

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...