The First Annual PMRG Institute

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(No Transcript)
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EU DTCA Ban Effect on Patient Awareness
Influence on Prescribing

• Carol Faverger Rosalyn Twite
• Director Director

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Context Direct to Consumer Advertising in EU

• Advertising non-prescription medicines
• Generally allowed, but with restrictions
• Advertising Prescription medicines
• Prohibited as per The Advertising Regulations
  1994, which implement EU directive 92/28/EC
• Exceptions allow information on prescription only
  medicines (POMs) to be provided to the public
• e.g. reference materials (without product
  claims), human
• health and disease related statements with no
  direct or
• indirect reference to the product

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Crystal Ball Questions

• Given DTCA of POMS in EU is banned, have we
  under-estimated the role of patients in
  prescribing decisions when conducting research?
• Are patients being influenced by other means?
• Are we reaching out to the correct decision
  makers when conducting our research?
• Has the DTCA ban really led to less-informed
  patients in EU than in the USA?
• In the future, should we be increasingly focusing
  on patients
• as decision makers ?

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Gauging the True Influencers Method

• KQH linked up with Research Now

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Are patients discussing / just accepting?
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Findings

• Majority across all countries are accepting
  without discussion
• Drs and patients agree that in
  over 80 of cases there will be no discussion
• Drs also
  state in over 80 of cases there is no discussion
  BUT patient responses flag up a greater
  willingness to mention alternatives (30 47)
• EU patients self report as being more likely to
  accept without discussion (74 EU average vs
  56 US)
• Awareness of alternatives significantly higher
• amongst US patients (47 vs 28 EU average)

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If neither suggesting alternatives nor accepting
..

• Main concern was to learn more of side effects
  and efficacy
• Reluctant patients who are not keen on taking
  drugs
• Like to confirm medication
  choice with a Specialist
• Financial side
  mentioned
• Patients discuss
  with Pharmacist
• Many patients have preconceived ideas
  about what product should achieve which results
• Fear that physician will prescribe the
  cheapest
• possible alternative

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Patient Influencers
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Findings

• Physician main sources articles, internet
  advertising
• Patient main sources internet, articles
  educational leaflets
• Advertising high in EU despite DTC Advertising
  ban?
• US patients self report that they use ALL
• sources of info more than EU
• Physicians report higher use than patients

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Other sources uncovered

• 18-20 of PCPs
  mentioned other sources
• Patients PCPs in all countries mentioned
  friends family as the main other source
• Pharmacists
• Patients consult with a
  specialist
• Other patients

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Patients actively searching for information on
drugs
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Findings

• An average of 24 of patients across all
  countries have not searched for information
  very high in France (39)
• Internet leads average 66 across all countries
• Educational leaflets next most common - 26
  average, helped by high proportions in US and
  Italy (34)
• Friends Family All
• Specialists
• Pharmacists
• Other patients

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Awareness of Pharma Cos / Associations
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Awareness of Pharma Companies
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Is patient input growing?
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Why patients are more likely to discuss
different drug choices The Physician Viewpoint

• More information available
• But are they better informed?
• Doubts on validity of source of information
• Searching for cheaper
• alternatives

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Why patients are more likely to discuss
different drug choices The Patient Viewpoint

• More information available
• Drs seen as more approachable
• Cost
• Increased concern about side effects

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Drug most asked about in the last 12 months
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Today

• Perceptions of Physicians and Patients vary
• EU DTCA ban less impact than expected?
• Patient apathy in France Spain?
• Patients more likely to discuss alternative drug
  choices than 5 years ago
• Patients self-educating primarily using the
  internet, then
• educational leaflets, then the media
• Side effects and cost driving patients search for
  information

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Tomorrow in the Crystal Ball

• Patient use of support groups rises
• Greater collaboration between Physician and
  patient
• Increased focus in media on health related issues
• Patients more aware of cost considerations
• Increasing role of alternative medicine
• EU / USA awareness distinction narrows

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For more information, please contact . . .

• Carol Faverger
• Director
• 44 (0)20 8090 5547
• carolf_at_keyquesthealth.com

Rosalyn Twite Director 44 (0)20 8090
5549 rosalynt_at_keyquesthealth.com