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The Annals of Pharmacotherapy: Vol. 37, No. 7, pp. 976-981. DOI 10.1345/aph.1C422
© 2003 Harvey Whitney Books Company.
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AMBULATORY CARE

Direct-to-Consumer Marketing of Osteoporosis Drugs and Bone Densitometry

Matthew F Hollon, MD MPH

Acting Instructor, Division of General Internal Medicine, Department of Medicine, School of Medicine, University of Washington, Seattle, WA

Eric B Larson, MD MPH

Director, Center for Health Studies, Group Health Cooperative, and Professor, Division of General Internal Medicine, Department of Medicine, School of Medicine, University of Washington

Thomas D Koepsell, MD MPH

Professor, Department of Epidemiology, School of Public Health and Community Medicine, University of Washington

Ann E Downer, MS EdD

Senior Lecturer, Department of Health Services, School of Public Health and Community Medicine, University of Washington

Reprints: Matthew F Hollon MD MPH, 4245 Roosevelt Way NE, Box 354760, Seattle, WA 98105-6008, FAX 206/598-4939, E-mail mfhollon{at}u.washington.edu

OBJECTIVE: To determine whether there is an association between a woman's exposure to direct-to-consumer (DTC) advertisements for 2 osteoporosis drugs and presentation for bone densitometry.

METHODS: A matched case–control study was conducted between October and December 1998 at an academic primary care clinic in Seattle, WA. Seventeen women from the study population (aged >=18 y, seen in the previous 2 y at the academic primary care clinic) presented for bone densitometry. All 51 women completed a self-administered questionnaire.

RESULTS: Women familiar with 1 of 2 osteoporosis drugs due to exposure to advertisements had 9 times the odds of densitometry (unadjusted OR 9.3, 95% CI 1.0 to 86). Multivariate analysis, including confounders such as education level and whether a woman had previously had 3 screening tests (mammography, Pap smear, serum cholesterol), revealed a significant and strong association between exposure to advertisements and densitometry (adjusted OR 29, 95% CI 1.6 to 511).

CONCLUSIONS: DTC marketing may increase health services utilization. Further independent evaluation of DTC marketing based on available observational evidence is feasible and warranted.

Key Words: densitometry, direct-to-consumer marketing, healthcare utilization, osteoporosis

Published Online, May 30, 2003. www.theannals.com, DOI 10.1345/aph.1C422


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