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Article: DTC: ADS MADE STRONG IMPACT IN '90s; 'PRO-CON' DEBATE FOCUSES ON PRICING.(Brief Article)
- Article from:
- Medical Marketing & Media
- Article date:
- July 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DTC ads spurred patient visits in '90s
Direct-to-consumer advertising made a strong impact on patient visits to physicians and prescribing behavior in the late '90s, according to Scott-Levin's patient visits and prescription tracking service Physician Drug & Diagnosis Audit (PDDA). For example, patient visits to doctors for allergic rhinitis remained flat for most of the decade with 13-14 million visits each year. When DTC advertising guidelines were relaxed in 1997, the visits jumped to and ended at 18 million in 1999, Scott-Levin reports.
The audit says that patients asked physicians for a specific drug 43 million times in the fourth quarter of 1999 ...