Information from Pharmaceutical Companies and the Quality, Quantity, and Cost of Physicians' Prescribing: A Systematic Review

General Characteristics of Studies

The most common study design was cross-sectional (24/58 studies, 41%). There were also two cluster randomized controlled trials, one controlled-cohort study, two case-control studies, 24 time-series analyses, and five before–after studies. Over half (55%) of the studies were conducted in the United States. Characteristics of included studies are outlined in Table 6.

Pharmaceutical Company Information and Prescribing Quality

Prescribing quality was measured by ten studies with 14 units of analysis [37],[39],[58],[59],[61],[64],[74],[77],[81],[82] (Table 7). Quality was assessed in four distinct ways: quality scoring of prescribing decisions, guideline adherence, prescribing appropriateness of an individual drug class, and prescribing range. Three studies used quality scores calculated by coding physicians' drug choices in responses to clinical vignettes [74],[81],[82]. One of these used an expert panel to derive a quality index (1–100) judging primary care providers' prescribing in response to both their actual prescribing and clinical vignettes [81]. In the latter study learning about the drug first from pharmaceutical sales representatives was associated with lower quality of actual prescribing but the number of pharmaceutical sales representatives' visits was not. There was no significant association between primary care providers seeing more pharmaceutical sales representatives or first learning about the drug from pharmaceutical sales representatives and lower quality responses to case vignettes [81]. Another study combined scales examining indication, effectiveness, safety, dosage, duration, and polypharmacy to produce a seven-point scale measuring rationality of prescribing [74]. Primary care providers' self-reported reliance on pharmaceutical companies for information was associated with lower quality scores [74]. A third study used a quality score for a hypertension scenario where thiazides were considered very appropriate and all other drug groups were considered very inappropriate [82]. Self-reported rates of attendance at pharmaceutical company-sponsored meetings were associated with slightly lower quality scores, but self-reported rates of pharmaceutical sales representative visits had no significant association [82].

Residents attending a sponsored meeting were more likely than nonattending residents at the same hospital to prescribe the sponsoring company's medication, both when it was appropriate according to the authors and when it was not [39].

Primary care providers who saw more pharmaceutical sales representatives and those who used the pharmaceutical industry in general as a source of information prescribed a wider range of drugs [61]. The authors suggested that this was a sign of lower prescribing quality in the context of recommendations that primary care providers use a limited list of drugs they know well [61].

Two studies measured guideline adherence. One found less adherence by primary care providers who received more frequent visits from pharmaceutical sales representatives [64], while the other found no change in adherence by primary care providers participating in a clinical trial sponsored by a pharmaceutical company [37].

One study of warnings conveyed by pharmaceutical sales representatives and mailed information [58], one of mailed warnings alone [59], and one of representatives' visits and advertisements [77] found that there was no alteration in overall rates of prescriptions judged to be inappropriate.

Pharmaceutical Company Information and Prescribing Frequency

51 studies [25]–[54],[56]–[60],[62],[63],[65],[67]–[70],[72],[73],[75]–[81] measured prescribing frequency as market share, intention to prescribe, prescription sales, formulary requests, as well as number of prescriptions (63 units of analysis) (Table 8). Below we report separately the results of studies of information delivered with versus without conventional promotion. Within both groups there was one unit of analysis per study.

Conventional Promotional Techniques

Pharmaceutical sales representative visits

Of the 29 studies of pharmaceutical sales representative visits, 17 found only an association with increased prescribing of the promoted drug [26],[32],[33],[38],[40],[43]–[50],[63],[67],[78],[79]. None found less frequent prescribing. Of the remaining 11, six studies had mixed results: finding a significant association with more frequent prescribing for some measures but no significant association for others [27],[42],[62],[69],[73],[81]. Five did not detect any significant relationship [31],[52],[68],[72],[77]. One study did not use statistical tests for associations. It found that during the time that spending by pharmaceutical companies on promotion of a medication dropped to zero, there was also a significant drop in prescribing of that medication. However most of the decreases in promotion and prescribing occurred after the publication of evidence of problems with that medication [56].

Nine of these studies with either positive or mixed results provided insights into features of pharmaceutical sales representative visits that modified the impact of these visits on prescribing [40],[46],[49],[62],[67],[69],[73],[78]. An association with more frequent prescribing was more likely when pharmaceutical sales representatives visited groups of physicians, when physicians had lower baseline prescribing of the promoted drug [62], and when physicians had larger prescribing volumes overall [67]. Longer pharmaceutical sales representative visits to physicians and residents were also more likely to be associated with increased prescribing [69],[73]. More frequent pharmaceutical sales representative visits were associated with diminishing returns [46],[50],[69].

In addition to increasing the promoted drug's market share, pharmaceutical sales representative visits were associated with a decrease in the market share of competitor products [78]. Pharmaceutical sales representative visits were more likely to be associated with more frequent prescriptions for drugs judged more effective and also for drugs with more side effects [40]. However the authors of that study did not attempt to measure whether higher levels of use represented a change in prescribing quality. Another study found that pharmaceutical sales representative visits were associated with a greater increase in market share for new entrants into a therapeutic field than was positive scientific information [49].

Journal advertisements

Four out of the eight studies measuring the effects of journal advertisements presented data but did not include statistical tests [25],[34],[70],[80]. One of these noted use of a medication class increased after pharmaceutical advertising commenced in a country where the medication class was previously available but was not promoted [25]. One study visually compared graphs of the monthly number of advertisements and prescriptions for a group of nine drugs and found no clear relationship between the extent of the advertising of a drug and the amount of prescribing by general practitioners [70]. One study found that the market share of a medication was higher amongst physicians who recognised the advertisement for that medication compared to those who did not [80]. The last study observed decreased prescribing of two drug classes at the same time that advertising decreased [34].

Of the four studies that included statistical tests, one found that journal advertisements have a more pronounced effect on market share for the advertised drug than does positive scientific information published in medical journals [49]. A cross-sectional study found contradictory results. Self-reported infrequent use of journal advertisements by physicians to learn about new medications was not associated with frequency of prescribing. However, infrequent use of journal advertisements was associated with less chloramphenicol prescribing [77]. One cross-sectional study found that physicians who recalled advertisements became prescribers of the advertised products in consistently larger proportions than those who did not recall advertisements [75]. Another study found that 9% of high prescribers of new drugs cited advertisements as an influence on their prescribing compared to 0% for low prescribers; however, this was not a statistically significant association [67].

Attendance at pharmaceutical company-sponsored meetings

There were eight studies of pharmaceutical company-sponsored meetings. Five found positive associations with prescribing frequency [28],[31],[43],[60],[65]. Three studies did not detect a significant association [33],[39],[40].

Mailed information from pharmaceutical companies

One of the three studies of mailed promotional material found an association with increased prescribing [76]. The others found no association [33],[67].

Advertising in clinical software

A single study examined the effect of advertising in clinical practice software and found no association with prescribing frequency for six medications and less prescribing of one medication [29]. The overall result was no association between advertising and prescribing frequency.

Total promotional investment

Eight studies combined the outcome measures for various exposures to pharmaceutical company information or measured overall promotional investment, a proxy for the amount of exposure to information from pharmaceutical companies. Three studies found that total promotional investment was positively associated with prescribing frequency [30],[33],[51]. Two studies found both positive results and no association [53],[54]. One study did not detect an association [52].

Meta-analysis of promotional information and prescribing frequency

We pooled results from a total of seven studies using a random effects model to examine whether exposure to promotion was associated with prescribing of the promoted medication. The seven study results included in the meta-analysis showed significant heterogeneity (I² = 91% [95% confidence interval (CI) 84%–95%], tau² = 0.35), and therefore we have presented the forest plot without the pooled outcome (Figure 2) [29],[30],[31],[38],[39],[63],[75]. Using sensitivity analysis we found that study design, quality factors, year of publication, and type of physician did not explain this heterogeneity. One study provided two units of analysis with outcomes amenable to meta-analysis: a significant association for attendance at sponsored meetings and a nonsignificant result for pharmaceutical sales representative (PSR) visits [31]. We included only that nonsignificant result in the forest plot (Figure 2). When meta-analysis was conducted using the significantly positive result for attendance at a pharmaceutical company-sponsored meeting, the summary result and level of heterogeneity did not differ greatly. The largest difference detected was between exposure to active promotional information (OR 2.34, 95% CI 1.50–3.65), (I² = 59%, 95% CI 0%–86%, tau squared = 0.11) [31],[38],[39],[63] and passive promotional information (OR 1.24, 95% CI 0.72–2.15) (I² = 89.5%, tau squared = 0.14) [29],[75].

Information Delivered Without Conventional Promotion Techniques

Five studies looked for associations between information delivered without conventional promotion techniques and the frequency of physicians' prescribing [35],[36],[37],[58],[59]. One randomized controlled trial partnered a local health authority and a pharmaceutical company with the aim of promoting a less expensive drug [35], and the other randomized controlled trial aimed to promote rational prescribing through evidence-based detailing by a pharmaceutical company in partnership with an academic institution [36]. Neither found an association with physicians' prescribing. A single controlled-cohort study of a pharmaceutical company-funded randomized controlled trial found that physicians' participation in recruiting subjects was associated with an increase in the number of prescriptions of the sponsoring company's drug [37]. One time-series analysis found no change in the rate of decline in the prescribing of a medication when the main manufacturer was required by a regulatory agency to deliver an educational program warning about problems with the drug via mailed information and pharmaceutical sales representative visits [58]. A cross-sectional study found no change in prescription rates following warning letters regarding drug side effects [59].

Pharmaceutical Company Information and Prescribing Costs

Eight studies (Table 9) [35],[41],[50],[55],[66],[68],[69],[71] measured prescribing costs as costs per physician, price elasticity, and changes in generic prescribing (ten units of analysis). In the United States, one econometric time-series analysis found that pharmaceutical sales representative visits were associated with increased price sensitivity among physicians prescribing in one therapeutic class [69], and another found the opposite effect for hypertension [50]. A third, more recent, econometric study found that promotional outlay (the total for pharmaceutical sales representative visits, journal advertisements, and direct mail) was associated with reduced price sensitivity for primary care providers and psychiatrists in 11 therapeutic classes consisting of more than 50% of the Dutch drug market [41]. Of three cross-sectional studies, two detected an association between pharmaceutical sales representative visits and higher prescribing costs [66],[71], but one did not detect an association [68]. One study also found that low cost prescribers were more likely to have rarely or never read promotional mail or journal advertisements from pharmaceutical companies than high cost prescribers [66]. One time-series analysis found that reduced exposure to pharmaceutical sales representative visits and promotional material was associated with an increase in generic prescribing [55]. A randomized controlled trial of pharmaceutical sales representative visits in a noncommercial partnership between a pharmaceutical company and a local health authority measured physicians' prescribing costs for the target drug class and found no effect [35].

Discussion

Overview

We found that the reported relationship between exposure to information provided directly by pharmaceutical companies and the quality, frequency, and cost of prescribing varied from case to case. However, with only one exception [39], the included studies reported that exposure to information from pharmaceutical companies was associated with either lower prescribing quality or no association was detected. Similarly, exposure to information from pharmaceutical companies was associated with either an increase in prescribing frequency or no association was detected. Three studies found that exposure was associated with increased drug sales up to a point of diminishing returns beyond which more promotion was increasingly less effective [46],[50],[69]. Finally, with only one exception [69], exposure to information from pharmaceutical companies was associated with an increase in prescribing costs or no association was detected.

This review has supported, updated, and extended the findings of previous reviews regarding the effects of exposure to information from pharmaceutical companies. 38 of the 58 included studies (66%) were not included in previous systematic reviews on this topic [25],[29]–[32],[34],[35],[40]–[42],[44],[48],[49],[51]–[59],[61]–[68],[70],[72],[75],[76],[78]–[82], including seven of the ten studies of prescribing quality [37],[58],[59],[61],[64],[81],[82] and four of the seven studies of prescribing costs [35],[55],[66],[68].

Most of the included studies measured the frequency of prescribing. Amongst these, the studies of informational exposure where physicians are active participants, such as representatives' visits, sponsored meetings, or sponsored trials, more consistently found associations with higher prescribing frequency than studies of more passive exposures, such as journal advertisements and mailed information. Poor study quality precludes confident conclusions about journal advertising. However, one higher quality econometric analysis found that advertisements in journals were associated with a more pronounced effect on market share than positive scientific findings published in journals [49]. Also there are claims in the marketing literature that the relatively low cost of passive methods and their ability to synergistically increase the effectiveness of active methods makes them cost effective components of sales campaigns [84].

Limitations of Included Studies

All of the included studies had design limitations (Tables 1–5). We found only two randomized controlled trials [35],[36]. Both lacked adequate reporting of allocation concealment and blinding. These two trials did not examine standard promotional practice but instead assessed novel partnerships of government or academia with industry aiming for less expensive, higher quality prescribing. On the basis of these two negative randomized controlled trials, it seems unlikely that similar partnerships will have beneficial effects on prescribing. No definite conclusions can be extrapolated from these studies to standard promotional practice.