Journal of Clinical Oncology, 2008 ASCO Annual Meeting Proceedings (Post-Meeting Edition).
Vol 26, No 15S (May 20 Supplement), 2008: 6631
© 2008 American Society of Clinical Oncology

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Abstract

Cancer-related direct-to-consumer advertising: awareness, perceived impact, and associated patient and provider behavior

Dana-Farber Cancer Institute, Boston, MA

6631

Background: Although direct-to-consumer advertising (DTCA) is increasingly prevalent, little is known about cancer patients' awareness of and behavior resulting from this controversial medium of medical communication. Methods: We administered a 41-item mailed questionnaire to consecutive breast and hematologic malignancy patients undergoing active chemotherapy or hormonal treatment at our institution. We report on the first 263 patients contacted. Results: We received 200 completed questionnaires (response rate 76.0%): 75.2% of patients had breast cancer (55.0% hormonal therapy, 20.2% chemotherapy) and 24.8% had hematologic malignancy. The median age category was 51–60. Overall, 87.5% [95% CI: 87.2, 87.8] reported having seen at least one advertisement for a cancer-related medication, most frequently epoetin alfa (Procrit) 61.5%, pegfilgrastim (Neulasta) 58.0%, trastuzumab (Herceptin) 51.0%, anastrozole (Arimidex) 39.0%, and letrozole (Femara) 33.0%. Patients most frequently reported seeing advertising on television (76.6%), in magazines (69.1%), in pamphlets (34.9%), and on the Internet (19.4%). There was no association of DTCA awareness with clinical or sociodemographic factors. Of those respondents aware of DTCA, a majority reported ("agreed" or "somewhat agreed") it provided information in language they could understand (88.2%), made them aware of treatments they did not know about (65.7%), and helped them to have better discussions with their oncology provider (57.2%). On the other hand, 11.5% reported that DTCA made them less confident in their providers' judgment. Finally, 16.2% reported talking to their provider about an advertised medication [95% CI: 15.7, 16.6], although less than one-fifth of those reported receiving a prescription for the medication [18.5%; 95% CI: 15.7, 21.3]. Conclusion: Cancer patients are highly aware of cancer-related DTCA and find it accessible and useful. In this cohort, DTCA prompted a modest amount of patient-provider discussion but infrequent change in prescription treatments.

No significant financial relationships to disclose.

Abstract presentation from the 2008 ASCO Annual Meeting