Article ; Online: Association Between Drug Characteristics and Manufacturer Spending on Direct-to-Consumer Advertising.
2023 Volume 329, Issue 5, Page(s) 386–392
Abstract: Importance: Some drugs are heavily marketed through direct-to-consumer advertising.: Objective: To identify drug characteristics associated with a greater share of promotional spending on advertising directly to consumers.: Design, setting, and ... ...
| Abstract | Importance: Some drugs are heavily marketed through direct-to-consumer advertising. Objective: To identify drug characteristics associated with a greater share of promotional spending on advertising directly to consumers. Design, setting, and participants: Exploratory cross-sectional analysis of drug characteristics and promotional spending for the 150 top-selling branded prescription drugs in the US in 2020 as identified from IQVIA National Sales Perspectives data. Promotional spending data were provided by IQVIA ChannelDynamics. Exposures: Drug characteristics (total 2020 sales; total 2020 promotional spending; clinical benefit ratings; number of indications, off-label use; molecule type; nature of condition treated; administration type; generic availability; US Food and Drug Administration [FDA] approval year, World Health Organization anatomical therapeutic chemical classification; Medicare annual mean spending per beneficiary; percent sales attributable to the drug; market size; market competitiveness) assessed from health technology assessment agencies (France's Haute Autorité de Santé and Canada's Patented Medicine Prices Review Board) and drug data sources (Drugs@FDA, the FDA Purple Book, Lexicomp, Merative Marketscan Research Databases, and Medicare Spending by Drug data). Main outcomes and measures: Proportion of total promotional spending allocated to direct-to-consumer-advertising for each drug. Results: The 2020 median proportion of promotional spending allocated to direct-to-consumer advertising was 13.5% (IQR, 1.96%-36.6%); median promotional spending, $20.9 million (IQR, $2.72-$131 million); and median total sales, $1.51 billion (IQR, $0.97-$2.26 billion). Of the 150 best-selling drugs, 16 were missing data and key covariates; therefore, the primary study sample comprised 134 drugs. After adjustment for multiple drug characteristics, the mean proportion of total promotional spending allocated to direct-to-consumer advertising for the remaining 134 drugs was an absolute 14.3% (95% CI, 1.43%-27.2%; P = .03) higher for those with low added clinical benefit than for those with high added clinical benefit and an absolute 1.5% (95% CI, 0.44%-2.56%; P = .005) higher for each 10% increase in total sales. Conclusions and relevance: Among top-selling US drugs in 2020, a rating of lower added benefit and higher total drug sales were associated with a higher proportion of manufacturer total promotional spending allocated to direct-to-consumer advertising. Further research is needed to understand the implications of these findings. |
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| MeSH term(s) | Cross-Sectional Studies ; Direct-to-Consumer Advertising/economics ; National Health Programs ; Pharmaceutical Preparations/economics ; United States ; Drug Industry/economics | |||||
| Chemical Substances | Pharmaceutical Preparations | |||||
| Language | English | |||||
| Publishing date | 2023-02-05 | |||||
| Publishing country | United States | |||||
| Document type | Journal Article ; Research Support, U.S. Gov't, P.H.S. | |||||
| ZDB-ID | 2958-0 | |||||
| ISSN | 1538-3598 ; 0254-9077 ; 0002-9955 ; 0098-7484 | |||||
| ISSN (online) | 1538-3598 | |||||
| ISSN | 0254-9077 ; 0002-9955 ; 0098-7484 | |||||
| DOI | 10.1001/jama.2022.23968 | |||||
| Shelf mark |
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| Database | MEDical Literature Analysis and Retrieval System OnLINE |
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