Table 5:

Effect of DTCA on the Time-Efficiency of the Visit

	N	% Helped	% Neutral	% Hurt	Univariate p	Multivariate Odds Ratio (95% CI)
Total	392	13	48	39
Physicians’ background views on DTCA
How accurate are drug ads?					0.003
Very/somewhat	298	16	49	35
Not very/not at all	93	4	44	51
How good are patients at assessing the relevance of ads?					<0.001
Excellent/very good/good	75	23	56	21
Fair	216	13	49	38
Poor	100	6	39	55
Physicians’ cognitive and emotional responses in the last visit where a patient talked about DTCA
How relevant to the patient was the information in the ad?					<0.001
Very/somewhat	306	16	51	33
Not very/not at all	82	3	37	60
How accurate was the information in the ad?					<0.001
Very/somewhat	259	18	52	29		1.0
Not very/not at all	130	2	40	58		1.9 (1.1–3.3)
Why did the patient talk to you about the ad?					<0.001
Wanted a test, medication change or referral	219	11	40	49		2.0 (1.2–3.4)
Wanted your opinion only	172	16	58	26		1.0
Did you do what the patient wanted?					<0.001
Yes, completely	74	15	58	27
Yes, partially	240	17	47	37
No	75	0	42	58
Did you have enough time to discuss the information?					<0.001
Yes	255	16	55	29		1.0
No	134	7	34	59		3.0 (1.8–5.0)
Did you feel the patient was taking responsibility?					0.040
Yes	276	16	47	37
No	114	6	50	44
Did you feel the patient was challenging your authority?					<0.001
Yes	49	2	24	74		2.8 (1.2–6.3)
No	338	15	51	34		1.0
Did you think that the patient’s request was not appropriate for their health?					<0.001
Yes, not appropriate	142	3	35	62		1.0
No, appropriate	249	19	55	26		1.8 (1.1–3.1)