Effects of Direct-to-Consumer Advertising of Prescription Drugs: Perceptions of Primary Care Physicians

ABSTRACTThe purpose of this study was to determine the perceptions of primary care physicians regarding the effects of direct-to-consumer advertising (DTCA) of prescription drugs. A self-administered questionnaire was mailed to 372 primary care physicians belonging to the National Association of Managed Care Physicians. A total of 76 responses were received, yielding a response rate of 21%. Frequency distributions were done to determine physicians' perceptions. Physicians perceived DTCA to affect their practices by consuming more provider time and increasing the demand for prescription drugs. Physicians did not consider DTCA to have any educational value for patients. Moreover, seven out of ten physicians felt that DTCA gives patients a distorted view of prescription drugs. Physicians considered DTCA to be inappropriate for all classes of drugs except smoking cessation agents. Additionally, physicians differed in their opinion of the effects of DTCA based on number of prescriptions written per day, freque...