Influence of Direct-to-Consumer Drug Advertising on Dermatology Residents’ Prescribing Patterns: A Cross-Sectional Poll-Based Study
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Keywords
Direct-to-consumer advertising, Dermatology residents, Prescribing patterns, Inflammatory skin disease, Pharmaceutical marketing, Patient–physician communication
Abstract
Direct-to-consumer (DTC) pharmaceutical advertising is a prominent feature of U.S. healthcare, yet its influence on dermatologists’ prescribing behavior is not well defined. We conducted a rapid-response, cross-sectional poll of 91 dermatology residents during a clinical education session in May 2025. Participants reported the proportion of patients with inflammatory skin disease who mention a DTC-advertised drug and how often such mentions influence their prescribing. Most respondents indicated that 1–25% of patients reference DTC-advertised drugs, while influence on prescribing was most often reported as 0% or 1–25%. Among 72 respondents who answered both questions, there was a weak, non-significant correlation between patient mentions and prescribing influence (Spearman ρ = 0.17; p = 0.1566). Over one-third reported no influence on prescribing, suggesting patient inquiry did not affect clinical decision-making. A small subset (8.3%) reported DTC influence more than 50% of the time, potentially reflecting alignment with guideline-supported options. Findings indicate that while DTC advertising generates patient awareness, its impact on dermatology residents’ prescribing is modest, raising questions about the return on investment for such marketing strategies.
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