The Fact
In Kravitz and colleagues’ randomized standardized-patient trial, physicians prescribed antidepressants to 55% of patients portraying adjustment disorder who made a brand-specific request, compared with 10% of otherwise comparable patients who made no medication request. The study identified this as evidence that requests can promote overprescribing in that scenario.
What This Means
Advertising does not have to directly control a physician to influence treatment. It can change what the patient asks for, and that request can change the probability of receiving a prescription.
Sources
- Kravitz et al., “Influence of Patients’ Requests for Directly Advertised Antidepressants: A Randomized Controlled Trial,” JAMA 2005: https://pmc.ncbi.nlm.nih.gov/articles/PMC3155410/