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Gregory A. Abel, Kun Chen, Nathan Taback, Michael J. Hassett, Deborah Schrag and Jane C. Weeks Impact of oncology-related direct-to-consumer advertising Cancer 119

Version of Record online: 6 NOV 2012 | DOI: 10.1002/cncr.27814

Breast cancer aromatase inhibitor (AI) therapy provides a valuable paradigm for studying the impact of direct-to-consumer advertising (DTCA) on appropriate versus inappropriate prescribing; AIs have received substantial DTCA, and because they should only be used in postmenopausal women, age can serve as a surrogate marker of appropriateness. This study characterized the association between monthly changes in DTCA spending for AIs and monthly changes in the proportion of new breast cancer hormonal therapy prescriptions represented by AIs. It was found that DTCA was associated with increases in appropriate prescriptions, but had no significant effect on inappropriate prescriptions.

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