The impact of denying a direct-to-consumer advertised drug request on the patient/physician relationship.
Using a scenario-based approach, an experiment is conducted to test whether the decision a physician makes to deny a prescription request (when a patient has requested a drug he or she has seen in a direct-to-consumer [DTC] ad) significantly impacts patient outcomes such as patient satisfaction and compliance intentions. The results suggest physicians can expect patient response to the denial of such a request to vary by the patient's gender in addition to the criticality of the condition being treated. The results also suggest, when treating less critical conditions, a physician can mitigate the negative effects of a denial with relatively little additional effort.
Blose
Julia E
JE
School of Business and Economics, College of Charleston, Charleston, South Carolina 29424, USA. blosej@cofc.edu
Mack
Rhonda W
RW
D000293:Adolescent; D000328:Adult; D000329:Advertising; D000704:Analysis of Variance; D001294:Attitude to Health; D011307:Drug Prescriptions; D005260:Female; D006801:Humans; D008297:Male; D017060:Patient Satisfaction; D010817:Physician-Patient Relations; D016079:Refusal to Treat; D012737:Sex Factors; D055815:Young Adult