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Published Online: 15 September 2017

Exposure to Direct-to-Consumer Pharmaceutical Advertising and Medication Nonadherence Among Patients With Serious Mental Illness

Abstract

Objective:

This study explored the association of exposure to direct-to-consumer advertising (DTCA) with medication nonadherence among individuals with serious mental disorders.

Methods:

Results of an anonymous survey administered at an inner-city mental health clinic were examined by using logistic regression. Nonadherence was defined as not taking prescribed medications for at least two out of seven days.

Results:

Of 246 respondents, 48% reported DTCA exposure and 43% reported nonadherence. Sixty-one percent of those exposed to DTCA reported nonadherence, compared with 26% of those not exposed (adjusted odds ratio=4.96, 95% confidence interval=2.64–9.33, p<.001). Among those exposed to advertisements and reporting nonadherence, 59% reported changing medication-taking behaviors or stopping prescribed medications because of side effect information in advertisements. Only a minority communicated with providers before becoming nonadherent.

Conclusions:

This study found an association between self-report of DTCA exposure and self-reported nonadherence. These results support further research on DTCA as a possible risk factor for nonadherence.
Direct-to-consumer advertising (DTCA) by pharmaceutical companies noticeably increased following the Food and Drug Administration’s relaxed guidelines for prescription drug advertisements in 1997 (1). These guidelines included a mandate that advertisements present all risk factors associated with the drug either within the advertisement or by directing the consumer to where they can find additional information (2). Little is known about the potential effect of these advertisements on patterns of medication taking among individuals with serious mental disorders in specialty mental health treatment settings. Past research has demonstrated that knowledge gained from DTCA about a medication’s side effects lessened the likelihood of seeking the medication in question (3), but research has not examined the association between DTCA and the use of medications that a patient is already taking. Hearing a long list of medication side effects could discourage some patients from using prescribed medications and have a negative effect on adherence.
This study examined the relationship between exposure to DTCA and adherence to prescribed medications among individuals with serious mental disorders. We hypothesized that for some patients, exposure to DTCA would be associated with poorer adherence to medications. We further postulated that among patients who were exposed to DTCA and were nonadherent to medications, side-effect information would be a major contributing factor to poor adherence. The study also examined whether patients discussed their concerns about side effects with their physicians, because the physician-patient relationship can have a significant protective effect against nonadherence (4). We did not distinguish between psychiatric and somatic medications.

Methods

Study participants were drawn from a pool of adult (≥18 years) outpatients at an inner Baltimore City mental health clinic in an academic hospital. Patients with scheduled appointments between June 13, 2016, and July 11, 2016, were invited to participate in a brief anonymous survey by the front desk staff. Patients who had additional appointments during the study period were not offered another chance to participate. No compensation was offered to participate in the study. Information about eligible appointments was collected from the electronic medical records to measure participation rate. Non–English speaking patients and those attending the screening clinic were excluded.
The survey was a 13-item questionnaire developed by the research team to assess exposure to advertising and adherence-related behaviors. The questionnaire also included sociodemographic and clinical factors, including age, gender, education level, and self-reported diagnosis. Before the study, the questionnaire was presented to a group of mental health clinicians not involved in the project for feedback, which was incorporated into subsequent versions in an iterative development process.
All data were nonidentifiable and stored on an encrypted, password-protected computer as part of usual safeguards for human subject data.
Nonadherence was assessed with the following question: “Have you ever missed taking a prescription medication for 2 or more days in one week?” The cutoff of two or more days in any seven-day period was selected to approximate a commonly used measure of nonadherence (≤80% of the time) (5,6).
Binary logistic regression models were used to obtain unadjusted and adjusted odds ratios in order to test the association of any exposure to DTCA with nonadherence. The adjusted model controlled for age, sex, education level, and diagnosis. We then assessed whether respondents exposed to DTCA felt that exposure to side-effect information was directly related to self-reported changes in medication-taking behaviors. Finally, among those exposed to DTCA, we examined the role of physician input on patient decisions regarding adherence.
Analyses were conducted using SPSS, version 23. The study was approved by the hospital’s institutional review board. Informed consent for participation was included in the body of the survey.

Results

A total of 246 patients were enrolled (39% of the 630 unique patients seen during the study period). Almost half of the respondents (48%, N=118) reported exposure to DTCA, and 42% (N=104) reported nonadherence, defined as missing medications on two or more days out of any seven days. Sixty-one percent of those exposed to DTCA reported nonadherence (N=72 of 118), compared with 26% of those not exposed (N=32 of 122). A strong association between DTCA exposure and nonadherence was noted in logistic regression analyses (Table 1). The odds of nonadherence were five times higher for respondents with DTCA exposure than for those without (odds ratio [OR]=5.04, 95% confidence interval [CI]=2.90–8.75, p<.001). This association persisted after adjustment for sex, age, education level, and diagnosis (adjusted OR [AOR]=4.96, CI=2.64–9.33, p<.001).
TABLE 1. Association of exposure to direct-to-consumer advertising (DTCA) with medication nonadherence among 246 patients with serious mental disorders in an inner-city community mental health clinica
CharacteristicUnadjusted analysisAdjusted analysisb
OR95% CIpAOR95% CIp
Exposed to DTCA5.042.90–8.75<.0014.962.64–9.33<.001
Male (reference: female)1.861.08–3.17.0241.91.99–3.70.054
Age, years (reference: 18–34)c      
 35–491.20.58–2.47.619.83.36–1.95.670
 50–59.64.30–1.33.230.34.14-.84.019
 60+.72.31–1.64.433.41.16–1.10.077
Education (reference: less than high school)d      
 High school diploma.95.48–1.90.8891.65.66–4.12.286
 College.56.26–1.23.1471.66.82–3.38.161
Diagnosise      
 Schizophrenia.48.25-.95.034.85.30–2.43.764
 Bipolar1.45.84–2.50.1851.22.56–2.64.619
 Depression1.64.97–2.76.0651.88.82–4.31.137
 Other.85.42–1.70.6391.19.45–3.15.730
a
Unadjusted and adjusted binary logistic regression analysis. Medication nonadherence was defined as not taking prescribed medications for at least two out of seven days.
b
A total of 223 patients were included in adjusted logistic regression analysis because of missing data.
c
Overall test for age: Wald test=7.72, df=3, p=.052
d
Overall test for education: Wald test=2.12, df=2, p=.347
e
The reference group for each diagnosis was all other diagnostic categories combined.
In the group exposed to DTCA who also reported nonadherence as defined above, 59% (N=42 of 71) reported that they either changed how they took their medication or stopped taking their medication specifically as a result of exposure to side-effect information.
Among respondents exposed to DTCA, 64% (N=94 out of 147 who responded to the question) reported that they discussed concerns about side effects with their physicians. However, among those who did so, only 39% (N=52 out of 135 who responded to this question) waited to speak to their physician before making the changes to their prescribed medications.

Discussion

To our knowledge, this study is the first to examine potential adverse effects of DTCA exposure on adherence to prescribed medications among individuals with serious mental disorders. Past research on DTCA mostly focused on whether exposure to DTCA increases the likelihood that patients request and physicians prescribe medications featured in DTCA (7). Although these effects of DTCA can potentially lead to unnecessary treatment with health and economic consequences, nonadherence to prescribed treatment also has important health and social repercussions and deserves further scrutiny and study (5,810).
Nonadherence is particularly common among individuals with serious mental illness (5,6,10) and can lead to increased health care costs by contributing to wasteful spending from increased use of emergency services and higher rates of hospitalizations, as well as leading to clinical decompensation, homelessness, and substance use disorders (5,8,10,11). In this survey, the overall rate of self-reported nonadherence was 43%. Among those exposed to DTCA, this rate rose to 61%. Similar to previous studies (1), we found that the rates of exposure to DTCA were high in this population.
Supporting our hypothesis, we found a significant association between self-reports of DTCA exposure and self-reported medication nonadherence. Notably, the odds of being nonadherent were nearly five times greater among individuals exposed to DTCA than among those not exposed.
Our results also suggested that the side-effect information contained in DTCA may be a factor in the association between exposure to DTCA and self-reported nonadherence. We found that 59% of those exposed to DTCA who also reported nonadherence stated that they either changed the way they took their medication or stopped their medication specifically as a result of exposure to side-effect information.
Previous studies have shown that a typical patient exposed to DTCA is likely to spend far more time listening to, watching, or reading DTCA than in face-to-face interaction with his or her physician (1). This raises concerns about the limitations of the role of physician input in patients’ decision-making process about their treatment. In this study, the majority (61%) of the respondents who sought physician advice about concerns raised by DTCA and side effect information did not wait to discuss their concerns with their clinicians before they either stopped, or made changes to, the way they took their prescribed medications. Additionally, a substantial proportion (36%) did not take physician input into account at all.
Interpretation of our study results should be done with consideration to its limitations. Because of constraints in resources, data were collected over a limited period and at a single site. The survey was brief and used easy-to-understand language, because the survey was meant to be completed quickly while the patients waited to be seen for their appointments. The required brevity prevented us from assessing different effects of DTCA, such as its potential positive effects on adherence or requesting specific medications. Additionally, questions were not asked regarding the exact timing of exposure and the timing of nonadherence in relation to such exposure. We aimed to capture a broad view of the impact of DTCA at any time on adherence with all medications that the patients were taking. The frequency and the extent of nonadherence were not assessed, nor was the association of nonadherence with specific medication groups examined.
The concurrent or criterion validity of the survey has not been assessed. However, clinicians who reviewed the questionnaire during its development found it to have face validity. Participation rate in the survey was lower than desired. In part, this may have been due to lack of compensation offered for study participation. Only patients who kept their appointments during the study period had a chance to participate, which excluded patients who were poorly adherent to their appointments and possibly more prone to medication nonadherence. Diagnoses in this study were based on patient self-reports and differed from rates obtained via chart reviews of the population of patients at this site (11), with some patients in the study selecting multiple diagnoses and with the diagnosis of schizophrenia overrepresented. Also, because assessments were based on self-report, the results may be subject to recall and social desirability biases.
Finally, the cross-sectional nature of the data and questions limits causal inference. For example, it is plausible that preexisting negative attitudes and beliefs regarding medications may have influenced both attention to DTCA side effect information and nonadherence. We consider the results of this study preliminary, and they should not be interpreted as a comprehensive assessment of harms and benefits of DTCA.

Conclusions

The findings of this pilot study raise concerns that there may be underappreciated harmful effects of exposure to DTCA on adherence to prescribed medications in a vulnerable patient population, and they suggest that further investigation into these potential effects of DTCA is needed. Investment in DTCA by pharmaceutical companies has markedly increased in recent years, a trend that is likely to continue (12,13). Although sharing information about the potential side effects of prescribed medications is an essential element of patient participation in the treatment process, we believe that this information is best provided by the treatment team, who can help the patients understand the magnitude of the risks and the risk-benefit ratio of prescribed treatments. Our findings further highlight the importance of prescriber awareness of the many sources of information, such as listed side effects in DTCA, that affect patient decisions about their care. Furthermore, our results suggest that patients often do not discuss concerns raised by DTCA with their clinicians before acting on the information contained in the advertisement, and we suggest that patients be routinely and proactively questioned about how they learn health and treatment information, with the goal of exploring reluctance to accept or continue taking prescribed medications.

References

1.
Ventola CL: Direct-to-consumer pharmaceutical advertising: therapeutic or toxic? P&T 36:669–684, 2011
2.
Basics of Drug Ads. Silver Spring, MD, US Food and Drug Administration, 2015. www.fda.gov/Drugs/resourcesforyou/Consumers/Prescriptiondrugadvertising/ucm072077.htm. Accessed Aug 8, 2017
3.
Callaghan GM, Snycersk LS, McGee SC: Antidepressant advertising effects on drug knowledge and drug seeking. Journal of Consumer Marketing 30:267–272, 2013
4.
Zolnierek KB, Dimatteo MR: Physician communication and patient adherence to treatment: a meta-analysis. Medical Care 47:826–834, 2009
5.
Berren MR, Hill KR, Merikle E, et al: Serious mental illness and mortality rates. Hospital and Community Psychiatry 45:604–605, 1994
6.
Velligan DI, Weiden PJ, Sajatovic M, et al: The expert consensus guideline series: adherence problems in patients with serious and persistent mental illness. Journal of Clinical Psychiatry 70(suppl 4):1–46, quiz 47–48, 2009
7.
Mintzes B, Barer ML, Kravitz RL, et al: Influence of direct to consumer pharmaceutical advertising and patients’ requests on prescribing decisions: two site cross sectional survey. BMJ (Clinical Research Ed) 324:278–279, 2002
8.
Haddad PM, Brain C, Scott J: Nonadherence with antipsychotic medication in schizophrenia: challenges and management strategies. Patient Related Outcome Measures 5:43–62, 2014
9.
Sun SX, Liu GG, Christensen DB, et al: Review and analysis of hospitalization costs associated with antipsychotic nonadherence in the treatment of schizophrenia in the United States. Current Medical Research and Opinion 23:2305–2312, 2007
10.
Olfson M, Mechanic D, Hansell S, et al: Predicting medication noncompliance after hospital discharge among patients with schizophrenia. Psychiatric Services 51:216–222, 2000
11.
Carras MC, Mojtabai R, Furr-Holden CD, et al: Use of mobile phones, computers and internet among clients of an inner-city community psychiatric clinic. Journal of Psychiatric Practice 20:94–103, 2014
12.
Donohue JM, Cevasco M, Rosenthal MB: A decade of direct-to-consumer advertising of prescription drugs. New England Journal of Medicine 357:673–681, 2007
13.
Wilkes MS, Bell RA, Kravitz RL: Direct-to-consumer prescription drug advertising: trends, impact, and implications. Health Affairs (Project Hope) 19:110–128, 2000

Information & Authors

Information

Published In

Go to Psychiatric Services
Go to Psychiatric Services

Cover: New York City Views. Skaters Near 59th Street, Samuel H. Gottscho. Museum of the City of New York. Photo credit: Museum of the City of New York/Art Resource, New York City.

Psychiatric Services
Pages: 1299 - 1302
PubMed: 28945185

History

Received: 28 January 2017
Revision received: 3 April 2017
Revision received: 25 May 2017
Revision received: 28 June 2017
Accepted: 7 July 2017
Published online: 15 September 2017
Published in print: December 01, 2017

Keywords

  1. Community psychiatry
  2. Adherence
  3. Direct-to-consumer advertisement
  4. Drug side effects
  5. Public health
  6. Serious Mental Illness/SMI

Authors

Details

Charee E. Green, L.C.P.C.
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.
Ramin Mojtabai, M.D., Ph.D.
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.
Bernadette A. Cullen, M.B.B.Ch., B.A.O.
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.
Amethyst Spivak, J.D.
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.
Melissa Mitchell, L.C.S.W.-C.
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.
Stanislav Spivak, M.D. [email protected]
Ms. Green, Dr. Mojtabai, Dr. Cullen, Ms. Mitchell, and Dr. Spivak are with the Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore. Dr. Mojtabai and Dr. Cullen are also with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore. Ms. Spivak is with The Samaritan Women, Baltimore.

Notes

Send correspondence to Dr. Spivak (e-mail: [email protected]).

Competing Interests

The authors report no financial relationships with commercial interests.

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