Navigation Links
Price Plays Part in Perceived Power of Medication
Date:3/4/2008

People report cheap drugs are less effective, researchers find

TUESDAY, March 4 (HealthDay News) -- When people think that a medication is expensive, they tend to report more benefit than when they think the drug is cheap, a new study finds.

In fact, 85 percent of people given what they thought was an expensive painkiller said they had reduction in pain, compared with 61 percent of those given the same pill, which they were told was cheap. Most surprisingly, both were the same placebo pill.

"When we gave people medication, a pain placebo, which was discounted, it was less effective," said lead researcher Dan Ariely, a behavioral economist and visiting professor of marketing at Duke University, and author of Predictably Irrational: The Hidden Forces That Shape Our Decisions.

A placebo works on the power of expectations, Ariely explained. "When people doubt the efficacy, the efficacy goes down, in this case because of a discount," he said. "The interesting thing is that marketing variables that have nothing to do with the medication modulate expectation, and therefore can modulate the efficacy of medication."

The report is in the March 5 issue of the Journal of the American Medical Association.

In the study, Ariely's team gave 82 people a light electric shock to measure their perception of pain. This test was given before and after the individuals were given what they were told was a pain pill.

Half the people were given a brochure that described a new painkiller that cost $2.50 a dose. The remaining individuals were given a brochure that described the pill as having been marked down to 10 cents.

The researchers found that among those who thought the pill cost $2.50, 85 percent reported having pain relief. However, for those given the 10-cent pill, only 61 percent reported any pain relief.

"When you expect to get something on discount, and you expected it to be worse, it can actually be worse," Ariely said.

An important implication of this study is how does one present discounted drugs to patients without them thinking they are inferior, Ariely said. "How do we give discounted drugs to people we want to give discounted drugs without giving them the negative side effects?" he asked.

The problem is having people understand the price of the drug is not a function of the effectiveness of the drug. Ariely wonders if discounted drugs and small co-pays give people the impression that the drugs are of lower quality.

One way of reducing the effect of cost on the perception of efficacy is when patients understand why they are getting the discounts they are getting, Ariely said. Another strategy is for doctors to explain to their patients the benefits of the drug and that cost is not related to the performance of the drug.

One expert agreed that price is tied to perceived value, whether it involves cars or drugs. Overcoming the perception about drugs and price is something that doctors can help patients do.

"These findings fit exactly with the way we Americans are," said Daniel E. Moerman, the William E. Stirton Professor of Anthropology at the University of Michigan, in Dearborn. "We all think expensive cars are better, but even a cheap car will get you to the store."

Moerman thinks that since price plays such a pivotal role in people's perception of drug efficacy, many people probably doubt the quality and efficacy of generic drugs.

Although generic drugs are pharmacologically the same as brand-name drugs, "meaningfully, I can't help it, they are not the same," Moerman said. "This means that physicians are going to have to compensate in some other way."

Doctors need to take the time to educate their patients about the benefit of the medication they are prescribing, Moerman said.

"If you have patients whose drugs are shifting to generics, maybe you need to pay a little more attention to the change and convey enthusiasm about these generic drugs. You can indicate that they are exactly the same as the drug they have been taking in the past -- they're better, because they don't cost as much," he said.

More information

For more on the placebo effect, visit the Creighton University School of Medicine.



SOURCES: Dan Ariely, Ph.D., behavioral economist, Duke University, Durham, N.C., and author, Predictably Irrational: The Hidden Forces That Shape Our Decisions; Daniel E. Moerman, Ph.D., William E. Stirton Professor of Anthropology, University of Michigan, Dearborn; March 5, 2008, Journal of the American Medical Association


'/>"/>
Copyright©2008 ScoutNews,LLC.
All rights reserved  

Related medicine news :

1. Cataract Surgery: A Bargain, Despite the Price
2. Albemarle to Increase Price of Ibuprofen
3. PCMA Statement on New Average Manufacturer Price (AMP) Legislation
4. Pricey Running Shoes Not Worth It: Study
5. AHF Challenges Merck Over Steep Price of Its New AIDS Drug, Isentress
6. Canadians welcome HPV vaccine -- but not at any price
7. Lincare Holdings Inc. Prices $500 Million Convertible Senior Debentures Offering
8. Solae Announces Global Price Increase for Soy Protein Ingredients
9. Hagens Berman Sobol Shapiro: Judge Orders Double Damages, Issues Stinging Rebuke in Average Wholesale Price Case
10. AstraZeneca Response to November 2, 2007 Ruling In Re: Pharmaceutical Industry Average Wholesale Price Litigation, MDL No. 1456, U.S. District Court, District of Massachusetts
11. American Association for Homecare Disputes Validity of Internet Power Wheelchair Prices as Basis for Reimbursement of Services in Medicare
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
Price Plays Part in Perceived Power of Medication
(Date:2/10/2016)... ... February 10, 2016 , ... Compliancy Group LLC is ... medical professionals throughout the country. The Guard was specifically designed to handle each ... employee training, regulatory updates, and compliance coaching. , In addition to meeting the ...
(Date:2/10/2016)... FRANCISCO, Calif. (PRWEB) , ... February 10, 2016 , ... ... Best Water Brand. There were three leading bottled water brand owners that topped the ... services that enhance connectivity and optimize conversion. The premier brand was Tibet 5100, a ...
(Date:2/10/2016)... ... February 10, 2016 , ... Ongoing news of the ravages ... Association™ (ALCA) to conduct a survey that takes a closer look at cases of ... the prevalence and causes of TBI among the aging population, and identifies the challenges ...
(Date:2/10/2016)... (PRWEB) , ... February 10, 2016 , ... Gout is ... and brings pain that is often severe, with intense swelling and redness. It is ... eight million people, but older adults are the most susceptible, according to the February ...
(Date:2/10/2016)... ... 2016 , ... AHRA: The Association for Medical Imaging Management ... will serve as keynote speaker at the organization’s 2016 Spring Conference. Fox’s topic, ... effectively communicate with their own organizational staff and leadership. , “I am ...
Breaking Medicine News(10 mins):
(Date:2/10/2016)... Israel , February 10, 2016 /PRNewswire/ ... leader in the field of cartilage repair, announces the ... 5, 2016. The $15 million investment was led by ... pharmaceutical manufacturer, and was joined by existing Regentis investors ... and both the Technion Research & Development Foundation and ...
(Date:2/10/2016)... SAN DIEGO , Feb. 10, 2016 ALSP, ... Hack , MD as Consultant for Medical Affairs in preparation ... Michael Pierschbacher , PhD, CEO, stated, "We are ... team. We look forward to working with an individual of ... (TBI). We look forward to drawing deeply on his broad ...
(Date:2/10/2016)... , February 10, 2016 ... new market research report "Pharmaceutical Packaging Equipment Market by ... Labeling & Serialization), by Product Type (Tablet, Powder, Cream, ... published by MarketsandMarkets, studies the global market during the forecast ... to grow at a CAGR of 6.9% during the ...
Breaking Medicine Technology: