What determines which NSAIDs physicians prescribe? According to the Naik et al. (2009) the following six factors are the most important:
- Direct Marketing by Pharmaceutical Reps.
- Patient requests for medication, often driven by direct-to-consumer pharmaceutical advertising.
- Habits formed during medical school. Often, these habits are influenced by drug rep visits while the physician was in medical school.
- Journals, electronic peer-reviewed literature, and professional meetings.
- Local physician expert opinion and practice guidelines.
- The physician’s own experience prescribing drugs to patients.
Although many physicians believe that academic journals and peer-reviewed literature provide the highest quality advice, few doctors actually follow this advice. Instead, many physicians rely on their “…relationships with local physician experts [in order to] provide interpretation and context to new clinical evidence, practice guidelines, and pharmaceutical marketing related to NSAID prescribing behaviors.”
- Aanand D. Naik, MD; Aaron L. Woofter, MD; Jessica M. Skinner, BA; and Neena S. Abraham, MD, MSc (2009) “Pharmaceutical Company Influence on Nonsteroidal Anti-Inflammatory Drug Prescribing Behaviors,” American Journal of Managed Care, published online April 1, 2009.