CommonHealth's Selective Release of DTC Study Data

CommonHealth's MBS/Vox division conducted a study of 440 physician-patient conversations, which according to industry reports -- and I'm quoting a story in the October issue of Pharmaceutical Executive (PE) Magazine -- "sought to determine how often discussions about prescription brands were taking place..." in doctors' offices.

That's not quite true.

It's clear by the way this study is being reported -- aided and abetted by CommonHealth's selective release of data -- that the agenda is not to shed light on how DTC advertising works but to prove that DTC does not cause patients to ask for expensive advertised drugs.

I managed to get hold of the report that CommonHealth submitted to the FDA by doing an Freedom of Information Act (FOIA) request, which would not have been necessary if the FDA had uploaded the report to the Web. Talk about lack of transparency!

You can access this report and learn a bit more about what the data from CommonHealth study actually showed by reading today's post to Pharma Marketing Blog.

For more posts in related topic areas, see:

• DTC Advertising
• FDA
• Market Research

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