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  • Title: The impact of denying a direct-to-consumer advertised drug request on the patient/physician relationship.
    Author: Blose JE, Mack RW.
    Journal: Health Mark Q; 2009; 26(4):315-32. PubMed ID: 19916097.
    Abstract:
    Using a scenario-based approach, an experiment is conducted to test whether the decision a physician makes to deny a prescription request (when a patient has requested a drug he or she has seen in a direct-to-consumer [DTC] ad) significantly impacts patient outcomes such as patient satisfaction and compliance intentions. The results suggest physicians can expect patient response to the denial of such a request to vary by the patient's gender in addition to the criticality of the condition being treated. The results also suggest, when treating less critical conditions, a physician can mitigate the negative effects of a denial with relatively little additional effort.
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