Doctors feel pressurised by direct to consumer advertising
- By: David Spurgeon
Most doctors whose patients asked them about drugs they had seen advertised in the media felt under pressure to prescribe them, according to a telephone poll reported at the annual meeting of the American Association of Pharmaceutical Scientists.
In 30-36% of such cases the doctors gave in to the pressure, even when the drug in question was not their first choice. The poll was conducted among 199 primary care doctors practising in Ohio and Pennsylvania during January and February 1999, including those who were described as high prescribers of statins. Respondents were offered an honorarium of $75 (£47) for participating.
Respondents to the poll, which was carried out by Benjamin Banahan, professor of pharmacy administration, and John Bentley, assistant professor of pharmacy administration, at the University of Mississippi, indicated that on average five patients a week asked them to prescribe a specific product, and 30% of the time they did