Use Marketing Techniques Employed by Pharmaceutical Companies
MAYWOOD, Ill. -- Researchers often get frustrated when doctors fail to adopt treatment guidelines backed by the best evidence-based research.
But a study published in the May 24, 2010, Archives of Internal Medicine found that using techniques similar to those employed by pharmaceutical sales reps can help persuade doctors to follow the guidelines.
Like drug sales representatives, researchers in the study met with small groups of doctors, especially opinion leaders. They detailed guidelines for treating high blood pressure, and handed out studies, newsletters, pocket cards, exam room posters, etc. An examination of prescribing patterns found that this technique, known as "academic detailing," influenced what drugs doctors prescribed.
"This study makes the case that academic detailing can work," said Dr. Paul Whelton, senior author of the study and president and CEO of Loyola University Health System. Whelton is national chairman of the landmark trial that led to the blood pressure guidelines, the Antihypertensive and Lipid-Lowering Treatment to Prevent Heart Attack Trial (ALLHAT). First author is Dr. Randall Stafford of Stanford University.
Many studies have found that evidence-based treatment guidelines are adopted slowly and incompletely by doctors. "There's a huge gap between doing science and translating the findings into action," Whelton said. "It's frustrating when evidence-based guidelines aren't followed."
Based on results of the ALLHAT trial, the National Heart, Lung and Blood Institute issued treatment guidelines for treating high blood pressure. The guidelines recommend that most patients should take a generic diuretic drug that is effective in preventing cardiovascular complications of high blood pressure. A diuretic typically costs $25 to $40 per year. By comparison, newer brand-name hypertension drugs can cost thousands of dollars per year.
Pharmaceutical sales reps often are called "detailers" because they provide details about the benefits, side effects, etc., of drugs. Pharmaceutical companies employ about 60,000 detailers in the United States.
The academic detailing in the Archives study was small by comparison. It included 147 researcher-educators who reached 18,524 physicians in 41 states. The academic detailers typically made one presentation per month and were paid $400 per presentation to cover the cost of a light meal or snack, travel and honorarium.
In counties with the most academic detailing activities, there was a 8.6 percent increase in the percentage of patient visits in which the physician prescribed the recommended diuretics. In counties with the least amount of academic detailing, there was a 2 percent decrease in prescribing the recommended drug.
In the Archives paper, researchers concluded that academic detailing "has the potential to improve prescribing patterns but may require greater intensity to facilitate translation of clinical trails evidence into community practice."
Loyola University Health System (LUHS) is a member of Trinity Health. Based in the western suburbs of Chicago, LUHS is a quaternary care system with a 61-acre main medical center campus, the 36-acre Gottlieb Memorial Hospital campus and more than 30 primary and specialty care facilities in Cook, Will and DuPage counties. The medical center campus is conveniently located in Maywood, 13 miles west of the Chicago Loop and 8 miles east of Oak Brook, Ill. The heart of the medical center campus, Loyola University Hospital, is a 569-licensed-bed facility. It houses a Level 1 Trauma Center, a Burn Center and the Ronald McDonald® Children’s Hospital of Loyola University Medical Center. Also on campus are the Cardinal Bernardin Cancer Center, Loyola Outpatient Center, Center for Heart & Vascular Medicine and Loyola Oral Health Center as well as the LUC Stritch School of Medicine, the LUC Marcella Niehoff School of Nursing and the Loyola Center for Fitness. Loyola's Gottlieb campus in Melrose Park includes the 264-licensed-bed community hospital, the Professional Office Building housing 150 private practice clinics, the Adult Day Care, the Gottlieb Center for Fitness, Loyola Center for Metabolic Surgery and Bariatric Care and the Loyola Cancer Care & Research at the Marjorie G. Weinberg Cancer Center at Melrose Park.