Patients, pharma push docs to prescribe brand-name drugs

Patients and pharma companies are both adept at twisting physicians' arms toward branded drugs, according to a new study from researchers from the Harvard Medical School and Massachusetts General Hospital, published in this week's JAMA Internal Medicine. The researchers surveyed 3,500 doctors in seven specialties and found that about 40 percent of physicians sometimes or often prescribe a brand-name drug rather than a generic one when a patient asks for the brand. That statistic suggests that drugmakers' multibillion-dollar investment in direct-to-consumer advertising pays off. --Read the full story from FiercePharma