“Sometimes, patients bring up points that I hadn’t considered,” Dr. Dubin continued. “This keeps me on my toes and encourages me to make sure that I stay up to date with the most recently released drugs and procedures.”
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December 2022When patients want additional information regarding an advertised product, providers can point them to various resources. “Oftentimes, the interaction between the patient and otolaryngologist can be too short for a patient to fully understand a complex disease like chronic rhinosinusitis. Rather than having patients Google for information, providing them with resources to learn more about a disease and potential treatments can help them understand why many advertised medications may or may not help their ailment,” said Dr. Luong.
Dr. Rathi advises patients to refer to FDA-approved patient package inserts, medication guides, and instructions for use that accompany prescribed drugs. “However, it’s important that clinicians such as otolaryngologists, collaborating physicians, and pharmacists help patients understand any technical information they may not understand or have questions about,” he said.
Dr. Luong points patients to the website of professional medical organizations, such as the American Rhinologic Society. Its website Sinus Health contains a wealth of information about diseases and treatment options. The American Academy of Otolaryngology–Head and Neck Surgery also has patient resources on its ENThealth site.
In private practice, there are pressures to keep patients happy so they return. “When a patient brings up a drug that you didn’t recommend, use it as an opportunity to educate them and demonstrate your depth of knowledge,” Dr. Dubin said.
If Dr. Reh recommends something different than what a patient asked for, he will explain why. “It’s rare to have a patient get upset if I suggest something else,” he said. “They’re thankful that I have their best interests in mind.”
A Final Word
Prescription drugs were first directly marketed to consumers in 1985. After 1985, most DTCA was relegated to print because advertisers were obligated to report all of the potential risks, Dr. McCoul said. Beginning in 1997, the rules changed, and companies neededto list only major risks as long as they referred consumers to a website or another source for full information.
“This made broadcast advertising a more practical option, and now it accounts for the majority of DTCA,” Dr. McCoul says. “Because TV and video are hotter media, it’s likely that the advertising message is more effective. This can be beneficial but can also be problematic when the notion of a particular treatment becomes fixed in a consumer’s mind.”