DTC Ads Are a Tool That Help African Americans Become More Active In Their Health Care.

The Journal of the National Medical Association will publish the results of the first survey of African-American patients and their views on direct-to-consumer (DTC) advertising of prescription drugs. This survey demonstrates that drug ads may empower patients by building awareness of medical conditions that impact them and by motivating them to seek medical treatment. Patients reported that a sense of empowerment was gained from the information provided in prescription drug
advertising.

“The survey sheds additional light on the role DTC advertising can have in increasing African-American awareness of medical conditions and treatments. Knowledge is a powerful tool that can help close this health care gap for a population that suffers disproportionately from a broad range of medical conditions such as diabetes and high cholesterol,” said Dr. Sharon Allison-Ottey, director of clinical research with COSHAR Medical and the survey’s principal author.

“While there is no magic bullet, and the ads do not reflect a ‘cure all,’ we have shown that the information prescription drug ads provide may indeed play a positive role in shaping African-American patients’ relationships with their health care providers thus impacting their health,” said Dr. Allison-Ottey.

The patient survey was undertaken by Dr. Allison-Ottey, who also was the principal author of the National Medical Association’s (NMA) physician study that looked at African-American physicians’ perspectives on DTC advertising. The NMA published the physician survey last year and issued a national position statement on the subject.

The patient survey was conducted by practicing African-American physicians from across the United States. Based on more than one thousand patient interviews conducted while patients were in physician offices, this groundbreaking study represents the first, largest and most comprehensive survey of African-American patients on the issue of prescription drug advertising. Additionally, each patient’s physician was given a brief questionnaire to the role DTC may have played in the surveyed patient’s visit.

The patient survey found that:

* Nearly fifty percent of patients seek additional health information because of DTC ads

* Forty-eight percent reported DTC ads help them make better decisions and/or keep them more informed about their health

* Fifty-eight percent of physicians discuss specific medication with their patients, yet only 29 percent actually prescribe the requested medication

* Twenty-three percent of patients state they are more likely to take the prescription if they see or hear it advertised.

* Six percent of patients make appointments with their physicians after seeing or hearing DTC ads

The survey’s findings are especially important in light of two recent reports on the status of the health care of minority Americans. A 2002 report from The Commonwealth Fund found that many minority Americans lag behind on key health care quality measures compared to Caucasians. Health care information and improved dialogue between physicians and patients were cited as tools to help close this “gap.” In addition, a study released by the Institute of Medicine shows that racial and ethnic minorities receive lower quality health care than Caucasians even when their insurance and income are similar.

The study found that health care education might be the key for patients to take control of their health care.”The NMA was thrilled to see our physician survey on DTC advertising taken one step further to determine patients’ views on the ads,” stated Dr. L. Natalie Carroll, NMA president. “We need to acknowledge and understand the tools that can be used to positively impact the financial and quality of life issues associated with undiagnosed and untreated diseases that African-
Americans are at increased risk for.”

The NMA physician survey also reported that physicians believe drug ads might help to raise awareness of disease and treatment, as well as improve physician/patient communication. To ensure that African-Americans receive the full benefits of drug advertising, the NMA called on the pharmaceutical industry to include more racial and ethnic diversity in the ads.

“The findings of both studies point out that the information prescription drug ads provide may indeed play a positive role in shaping African-American patients’ relationships with their health care providers and thus, impact their health,” stated Dr. Carroll. “A look at how DTC advertising might impact the health outcomes of other minorities warrants further discussion.” Dr. Allison-Ottey believes that there is a need for continued scrutiny and credible research on the impact of DTC advertisements. The study was partially funded by the COSHAR Foundation and an unrestricted educational grant from Pfizer Inc., as part of an ongoing research effort into the physician/patient relationship.