Possible impact of the NHK special questioning cancer treatment in Japan on clinicians' prescriptions of oxaliplatin.

Medical information through media may influence physicians' prescriptions of medication. The Japan Broadcasting Corporation (NHK) aired on April and May 2005, a special program called 'Questioning Cancer Treatment in Japan', covering oxaliplatin. We investigated potential impact of this program on prescriptions, utilizing a post-marketing clinical trial monitoring of all patients receiving oxaliplatin. The post-marketing clinical trial reached the target sample size of 1200 by the 4th week of May, 44 weeks sooner than anticipated. The newly registered numbers of facilities and patients exhibited a bimodal peak in April and June. The viewer rating of NHK special was 8.3%, whereas three national newspapers and one weekly magazine took up the minor articles of oxaliplatin. In July 2007, 405 clinicians sent a written opinion to NHK, stating 'NHK special invites misperceptions and confusions to public.' NHK special might have had an impact on clinicians' prescriptions of oxaliplatin.