Despite the challenges that can result from DTCA, Dr. Applequist sees its value, particularly in a capitalist society. “Pharmaceutical products save lives every day and allow countless individuals to live improved lives,” she said. “But there are many ways that the marketing of these products could be improved.”
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December 2022Karen Appold is a freelance medical writer based in Lehigh Valley, PA.
Answering Dupixent Questions
When a patient asks for Dupixent (dupilumab) specifically, which has obtained the record for the most money a company spent on advertising a prescription drug on TV, George A. Scangas, MD, assistant professor of otolaryngology–head and neck surgery, and a physician and surgeon at Massachusetts Eye and Ear, Boston, has crafted these responses.
Q: Will dupilumab make my polyps go away?
A: As with all medications, there’s a spectrum of responses. For many patients, dupilumab plus a topical steroid spray will improve the symptoms of nasal congestion and anterior nasal drainage and can even decrease the size of the polyps in your nose. It’s rare in my experience for dupilumab to completely shrink polyps, however, especially when they’re large and filling many of the sinuses. In some cases, dupilumab may not improve symptoms to any noticeable degree. Overall, dupilumab is one of the tools we have to get chronic sinusitis and nasal polyps under control.
Q: Should I try dupilumab or consider sinus surgery for my nasal polyps?
A: When taking dupilumab, there’s a good probability of having some symptom improvement without having to undergo surgery. The cons of dupilumab are bi-weekly injections, unknown long-term outcomes and long-term side effect data, and an indefinite treatment endpoint.
The pros of sinus surgery include resetting the clock in terms of removing all polyps and optimizing the sinus anatomy to allow topical medication access into the sinuses for a better chance of long-term disease control. Disadvantages of surgery include the unknown case-by-case rate of polyp regrowth and risks of surgery and general anesthesia.
Answering Common Questions
Because physicians are seen as the primary stakeholders in patient care, it’s important that they take the lead in explaining to patients the importance of understanding advertising culture when necessary.
“While physicians’ time is already scarce, just a few brief moments could make all the difference,” said Janelle Applequist, PhD, an associate professor at Zimmerman School of Advertising & Mass Communications at University of South Florida in Tampa. “Working with a professional or scholar specializing in health communication to help develop some talking points might be beneficial. Have them pre-screen your talking points for appropriate health literacy levels.”