JACC Heart Fail

Direct marketing to cardiologists boosts some heart failure prescriptions

March 27, 2025

Study details: This study analyzed data from over 11,000 cardiologists to assess the impact of direct-to-physician marketing on prescribing rates of guideline-directed medical therapy (GDMT) for heart failure with reduced ejection fraction (HFrEF). The primary outcome was the number of 30-day prescriptions filled for GDMT agents in the year after marketing meals.

Results: Approximately 60% of cardiologists received marketing payments for angiotensin receptor–neprilysin inhibitors (ARNIs) and 50% for sodium-glucose cotransporter 2 inhibitors (SGLT2is), mainly for meals under $20. Exposure to ARNI marketing meals in 2020 led to a significant increase in ARNI prescribing in 2021, with relative ratios of 1.43 (1-4 meals), 1.69 (5-9 meals), and 2.09 (≥10 meals). Similar trends were observed for SGLT2is. However, the association between marketing and prescribing of other GDMT classes, such as mineralocorticoid receptor antagonists and beta-blockers, was inconsistent.

Clinical impact: Industry marketing to general cardiologists effectively boosts ARNI and SGLT2i uptake, underscoring the need for strategies to enhance adoption of all GDMT pillars.

Source:

DeJong C, et al. (2025, March 12). JACC Heart Fail. Direct-to-Physician Marketing and Uptake of Optimal Medical Therapy for Heart Failure With Reduced Ejection Fraction. https://pubmed.ncbi.nlm.nih.gov/40117391/