Measuring the Impact of Breakthrough Clinical Data and Related Publicity on Physician Practice Patterns in the United States
Public Deposited- Last Modified
- April 22, 2020
- Creator
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Chiantera, Michael J.
- Affiliation: Gillings School of Global Public Health, Public Health Leadership Program
- Abstract
- Physicians are constantly being exposed to new evidence that may effect how they practice medicine. While they read medical journals that contain peer-reviewed publications and attend scientific meetings at which results are presented, quite often they learn of new medical developments through the general consumer media. This paper summarizes the results of two case studies evaluating the impact of new clinical data and related media events on physician prescribing behavior within two different therapeutic classes: antipsychotics, used to treat psychosis, and female contraceptives. The analysis included a time-series analysis of total prescriptions (TRx) and market share(% of TRx) in the timeframe pre- and post- publication of landmark clinical data and surrounding media events. Results from these case studies suggest that the communication of landmark clinical data had a significant influence on physician prescribing behavior within both therapeutic classes. Although more rigorous statistical analysis would be required to definitively prove a correlation, in both case studies- antipsychotics and contraceptives physicians appear to be more influenced by media communication of new data than by the publication of the CATIE study results (antipsychotics) and the FDA's advisory on updated labeling for the contraceptive patch Ortho Evra (contraceptives), respectively.
- Date of publication
- May 2006
- DOI
- Resource type
- Rights statement
- In Copyright
- Note
- Paper type: Research or research design
- Advisor
- Cascade, Elisa
- Degree
- Master of Public Health
- Degree granting institution
- University of North Carolina at Chapel Hill
- Graduation year
- 2006
- Language
- Deposit record
- 564d1737-ca9b-4211-9c3e-c1926665c3df
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