A recent study released by the National Bureau of Economic Research (NBER) states that although consumer-directed drug promotion increases utilization and thus overall drug costs, it also helps to educate consumers, induce physician contact and promote adherence.

“It’s refreshing to see a balanced study of DTC,” notes John Kamp, Executive Director of the Coalition for Healthcare Communication. “Safe and effective use of drugs is good for patients and, in the long run, can save money,” he said.

The February 2013 NBER study report discusses the role of promotion to both consumers and physicians and whether such promotion is persuasive and/or informational. The study presents empirical evidence that pharmaceutical promotion has both informative and persuasive elements; it states that physician advertising is “primarily persuasive in nature, effectively increasing selective brand demand.” However, “there is no strong indication that either consumer- or provider- directed promotion substantially raised retail-level prices,” according to the study.

See on www.cohealthcom.org