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Consumer Best Buy Drugs

Information as Therapy. Health information is not just about care It is care.With good information, patients can heal themselves. Without it, they can do themselves harm, overlook cures, and undermine the best laid clinical plans.. Prescription Drug Information. Prescription drugs can be expen

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Consumer Best Buy Drugs

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    1. Consumer Best Buy Drugs Jon C. Schommer, Ph.D. University of Minnesota Minneapolis, Minnesota schom010@umn.edu

    5. DTCA Spending in the United States 1993 - 2006 ($ millions)

    6. Why the Recent Increase in DTCA? Favorable return on investment Ripe consumer market Managed care (push/pull strategy) Changing regulatory climate Your competitor is doing it

    9. Types of DTCAs Reminder Ad - just the product name, not what it is used for. Help Seeking Ad: no mention of product name, just that there is something to treat a specific condition. Product Claim Ad: includes name of product AND what it is used for.

    10. Anatomy of an Advertisement Print Ads: Fair balance between risks and benefits; brief summary Broadcast Ads: Fair balance, major statement (most important risks), brief summary OR “adequate provision” for disseminating labeling (print ads, toll free number, physician or pharmacist, web site).

    11. Controversy How to communicate risk information Doctor - patient relationship Prescribing patterns Too many questions Effect on costs Is current regulation adequate (need for consumer-friendly information)

    12. Considerations for Public Policy Health Promotion - advertising as information. Consumer Protection - advertising as persuasion (false, misleading, or incomplete information).

    13. Considerations for Public Policy Medicalization of Normal Human Experience Trivialization of Prescription Drug Use Minimization of Healthy Living

    14. What Does the Evidence Tell Us About Effects on Utilization? This year, about 30 out of every 100 adults will seek more information about an advertised prescription drug. This year, about 5 out of every 100 adults will ask for a prescription drug product based on an advertisement. Almost everyone who asks gets a prescription.

    15. What Does the Evidence Tell Us About Effects on Utilization? Patients use advertised drug products for a short-term trial to see if the product works for them (toe-in-the-water approach) Patients report that when they ask for and receive an advertised prescription drug, the result was what they sought. The product worked without side effects or costs that would require discontinuing the drug.

    16. Who Are These People? Higher ability to influence their doctor. Greater trust in their doctor. Have positive attitudes about prescription drug use. View prescription drugs as a way to help them meet their healthcare goals. Do not view drugs as a burden to use. Likely to have prescription drug insurance.

    17. Healthcare Consumer Segments

    18. Questions to Consider Are ad campaigns appropriately targeting segments of the population who will reap the most benefit from advertised products? Is the toe-in-the-water approach to prescription drug use appropriate? Is there any evidence that the “worried well” of patients is inappropriately requesting advertised drug products?

    23. Final Thoughts “Best Buy Drugs” is one new initiative focused on cost while translating evidence-based, population data, into patient care decisions. Cost is a large driver for motivating change in health care. The role of patient participation in the decision process should be investigated further.

    24. Acknowledgements Project Investigators: Stephen Schondelmeyer Marcia Worley Research Assistants: Andrea Kjos Yingli Yuan Research Staff: Tola Ou-Quinlan MSF Staff: Nancy Nonini Janine Stiles

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