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Research Abstracts Online
January 2009 - March 2010

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University of Minnesota Twin Cities
School of Public Health
Division of Health Policy and Management

PI: Jeffrey S. McCullough

The Welfare Consequences of Direct-to-Consumer Advertising

The Effect of Computerized Physician Order Entry and Complementary Organizations Inputs on Quality

These researchers are using MSI resources for two projects. The first studies the clinical and economic consequences of direct-to-consumer advertising (DTCA). This project is an innovative and multidisciplinary approach to measure the clinical and economic consequences of statin advertising for the US population. The researchers use a decision-analytic model to project the clinical and economic consequences of varying statin prescribing behavior with DTCA for patients with different cardiac risk levels and will calculate the population-wide effects of statin-related DCTA using nationally representative data.

The specific aims of the project are: model the effect of advertising on statin prescribing behavior for patients with different clinical risks; quantify the effect of advertising-induced statin prescriptions on clinical and economic outcomes; and match the observations to a nationally representative sample to calculate advertising’s overall societal impact.

The second project investigates the use of health information technology to reduce clinical errors in hospitals. Computerized physician order entry (CPOE) systems may remedy communication problems while facilitating clinical guideline implementation. CPOE also captures information for both clinical and management purposes. Among the many requirements for effective CPOE implementation is the need for physicians to invest their own time to learn and use health information technology (HIT).

This project measures the effect of HIT on both quality and costs. The effect of HIT and its organizational complements on medical errors will be measured, and those measures will be combined with previous research deriving the financial cost of medical errors; thus, the financial value of CPOE-drive errors reductions can be estimated. Also, the project employs identification tests based on different patient safety outcomes that should and should not be affected by HIT. Overall, this study will provide new insight into how HIT creates both financial and clinical value while enhancing the empirical rigor with which that value is measured.

Group Members

Patrick Bajari, Faculty Collaborator
Konstantin Golyaev, Graduate Student