Pharmaceutical advertising on social media in primary care: Doctor-patient relationships and prescribing practices in a cross-sectional survey (Preprint)

UNSTRUCTURED This study examines how clinicians experience patient medication requests shaped by prescription drug direct-to-consumer advertising (DTCA) on social media. Survey data from 98 clinicians indicate that those providing both in-person and virtual care encounter more frequent requests for socially advertised medications, particularly compounded and branded GLP-1 weight loss drugs, and that perceived DTCA influence on prescribing is associated with higher request frequency. Findings suggest that social media DTCA is reshaping patient expectations and clinical encounters, underscoring the need for clear regulatory guidance and clinician strategies to address digital drug promotion.