Healthy Skepticism Library item: 19314

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

How Are Physicians Responding to the FDA's Bad Ad Program?
Pharma Live 2011 Mar 4
http://pharmalive.com/news/index.cfm?articleID=766168

Full text:

In May, 2010 The US Food and Drug Administration launched a program designed to educate healthcare providers (HCPs) and enlist them in helping the agency spot misleading prescription drug information. The initiative, known as the Bad Ad Program, allows HCPs to anonymously report pharmaceutical drug reps and promotions/advertisements that have clear violations of truthful drug advertising.

DoctorDirectory, a leading marketing services company serving healthcare providers and pharmaceutical industry clients, launched a thirteen question survey to assess physician reactions to the program. The success of the Bad Ad Program is entirely dependent upon HCP awareness of the program and willingness to participate. Over 1000 practicing physicians responded to the survey.

Physicians surveyed are generally in support of this program and one in particular concluded that, “I believe that as a physician my responsibility is to uphold the highest levels of integrity regardless of the discomfort or inconvenience it may cause me or I do not deserve the trust and respect and respect of my patients.”

While almost 90% said that they’d be at least “somewhat likely” to report questionable behavior, only 30% were aware of the program.

Further, only 30% felt absolutely confident that they are qualified to determine what constitutes inappropriate advertising that could be deemed false, misleading, or off-label.

75% of respondents also reported that there is potential for abuse by some HCPs who may have a bias against, or dislike of, a specific pharma company or representative.

These results indicate that the Bad Ad Program still has a long way to go before it’s truly an effective tool. It remains to be seen whether or not it will have the intended results that the FDA is seeking.