Plavix Ads Increase Medicaid Costs but not Usage

Medicaid spending on the clot-busting drug Plavix soared after direct-to-consumer TV ads for the drug began airing -- though not because of any change in prescription trends, researchers said. Plavix usage by Medicaid recipients stayed on the same upward track as before the ads started, but the drug's unit cost jumped 11.8 percent when national TV network advertising starting airing in late 2001, according to Michael Law of the University of British Columbia in Vancouver and colleagues. The...Full Story
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