Healthy Skepticism Library item: 3240

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

Liebman M.
Prescription drug advertising to the general public.
Hosp Pract (Off Ed) 1984 May; 19:(5):13,

Abstract:

I recently reviewed materials provided by Pfizer on a public information program on TV and in consumer magazines. The ads alert viewers and readers to cancer, diabetes, hypertension, and coronary disease, emphasising the importance of medical care, and concluding with the message that Pfizer is a partner in healthcare. A much more dubious proposition is that the need for health education validates prescription drug advertising to the public, which Columbia Broadcasting Service seems to be fostering. CBS recently announced results of a nationwide study of consumer attitudes towards drug ads, and is frank that the study is designed to facilitate ads on its TV and radio outlets. Meanwhile, FDA is developing guidelines for such ads. It is expected that the guidelines will be issued soon, and the moratorium ended. The hope is that FDA, industry, and the public will not confuse ads with education. The medical profession cannot escape responsibility for failing to sufficiently engage in education. However, the AMA has launched a Patient Medication Instruction program to encourage physicians to give patients printed instruction leaflets with prescriptions. Doctors must educate patients about drugs they prescribe. They also need to improve communications with pharmacists. Together, individual doctors and medical organizations have a far better chance of educating the public than multi-million dollar TV advertising campaigns.

Keywords:
*editorial/United States/ Advertising* Drug Industry Drug Information Services* Health Education Humans United States