Healthy Skepticism Library item: 4274

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Feisullin S, Sause RB.
Update on direct-to-consumer advertising of prescription drugs.
Am Pharm 1991 Jul; NS31:(7):47-52

Abstract:

DTCA has increased, and community pharmacists can expect many questions from patients. Ads with no specific reference to a product have become more common. Traditional methods of influencing physicians are less effective, and pharmaceutical companies are changing how they market and to whom. Research suggests that consumers are willing to accept DTCA. Congress may perceive DTCA as a problem, but there are currently no plans to legislate against it, partly because of fear of violation of the First Amendment. An American Medical Association resolution disapproved of DTCA, viewing it as unnecessary expenditure. Industry, however, indicate that DTCA is well received by physicians. Reasons for DTCA are: rise in generic substitution, increased competition, need to develop brand loyalty, patients’ taking a more active role in their care, better informed patients, consumers and physicians can be reached directly, existing communication channels possibly inadequate. Reasons against DTCA are: inappropriate prescribing, increase in brand-name drug prices, increased use of brand-name products, decreased use of generic products, patient confusion, stimulated drug use in an over-medicated society. Pharmacists are obliged to discuss drugs with patients, but must keep in mind patients’ specific needs and their trust in physicians. Providing information that stimulates positive patient-physician dialog seems appropriate. DTCA will affect pharmacist, patient and physician relationships. It is hoped that patients will become more aware of pharmacists’ knowledge.

Keywords:
*analysis/United States/ Advertising/trends* Attitude to Health Drug Industry/standards Forecasting Pharmacists Prescriptions, Drug* United States United States Food and Drug Administration