Direct-to-consumer marketing of osteoporosis drugs and bone densitometry.
OBJECTIVE
To determine whether there is an association between a woman's exposure to direct-to-consumer (DTC) advertisements for 2 osteoporosis drugs and presentation for bone densitometry.


METHODS
A matched case-control study was conducted between October and December 1998 at an academic primary care clinic in Seattle, WA. Seventeen women from the study population (aged >/=18 y, seen in the previous 2 y at the academic primary care clinic) presented for bone densitometry. All 51 women completed a self-administered questionnaire.


RESULTS
Women familiar with 1 of 2 osteoporosis drugs due to exposure to advertisements had 9 times the odds of densitometry (unadjusted OR 9.3, 95% CI 1.0 to 86). Multivariate analysis, including confounders such as education level and whether a woman had previously had 3 screening tests (mammography, Pap smear, serum cholesterol), revealed a significant and strong association between exposure to advertisements and densitometry (adjusted OR 29, 95% CI 1.6 to 511).


CONCLUSIONS
DTC marketing may increase health services utilization. Further independent evaluation of DTC marketing based on available observational evidence is feasible and warranted.
Hollon
Matthew F
MF
Department of Medicine, School of Medicine, University of Washington, Seattle, WA, USA. mfhollon@u.washington.edu
Larson
Eric B
EB
Koepsell
Thomas D
TD
Downer
Ann E
AE
D000328:Adult; D000329:Advertising; D000368:Aged; D019386:Alendronate / Q000627:therapeutic use; D015519:Bone Density / Q000187:drug effects*; D016022:Case-Control Studies; D003720:Densitometry; D005260:Female; D006266:Health Education; D006801:Humans; D016015:Logistic Models; D008389:Marketing of Health Services; D008875:Middle Aged; D010024:Osteoporosis / Q000188:drug therapy*; D011153:Population; D020849:Raloxifene Hydrochloride / Q000627:therapeutic use; D020845:Selective Estrogen Receptor Modulators / Q000627:therapeutic use; D011795:Surveys and Questionnaires
D020845:Selective Estrogen Receptor Modulators; D020849:Raloxifene Hydrochloride; D019386:Alendronate