PMID: 18205556Jan 22, 2008Paper

The effect of advertising in clinical software on general practitioners' prescribing behaviour

The Medical Journal of Australia
Joan HendersonHelena Britt

Abstract

To assess the effect of pharmaceutical advertising embedded in clinical software on the prescribing behaviour of general practitioners. Secondary analysis of data from a random sample of 1336 Australian GPs who participated in Bettering the Evaluation and Care of Health, a national continuous cross-sectional survey of general practice activity, between November 2003 and March 2005. The prescribing behaviour of participants who used the advertising software was compared with that of participants who did not, for seven pharmaceutical products advertised continually throughout the study period. Prescription for advertised product as a proportion (%) of prescriptions for all pharmaceutical products in the same generic class or group. GP age, practice location, accreditation status, patient bulk-billing status and hours worked were significantly associated (P < 0.05) with use of advertising software. We found no significant differences, either before or after adjustment for these confounders, in the prescribing rate of Lipitor (adjusted odds ratio [AOR], 0.90; P = 0.26); Micardis (AOR, 0.98; P = 0.91); Mobic (AOR, 1.02; P = 0.89); Norvasc (AOR, 1.02; P = 0.91); Natrilix (AOR, 0.80; P = 0.32); or Zanidip (AOR, 0.88; P = 0.47). GPs us...Continue Reading

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Citations

Jul 22, 2008·The Medical Journal of Australia·James F ReeveMargaret Williamson
Aug 14, 2013·JMIR Research Protocols·Christopher Martin PearceJoanne Travaglia
Jan 22, 2008·The Medical Journal of Australia·Peter R Mansfield

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