‘Academic Detailing’ Boosts Rx of Cost-Effective Drugs
A study published recently in the Archives of Internal Medicine finds that a practice known as "academic detailing" can increase the number of physicians who prescribe cost-effective medications instead of the more costly drugs often marketed by drugmakers' salespeople. The NIH study found that the number of patients who received prescriptions for certain cost-effective medications increased 23% in targeted counties after a two-year campaign in which a group of academic researchers met with physicians across the country to promote the less expensive drugs.
- "Even Good Evidence Needs Promotion" (Joelving, Reuters, 5/24).