Healthy Skepticism Library item: 3648
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
Mitchell JF, Pawlicki KS.
"Dispense as written" advertisements are demeaning to pharmacists.
Am J Hosp Pharm 1988 Oct; 45:(10):2073
Abstract:
Pharmacists and the pharmaceutical industry are sometimes at odds in the battle to influence physicians’ prescribing habits. However, we believe some companies’ medical journal advertisements require immediate action by pharmacists. The ads ask physicians to specify ‘dispense as written’ or ‘do not substitute’ when prescribing brand-name products. Rather than offering clinical or scientific evidence of the products’ superiority, most of these ads play on physicians’ emotions. They also imply that pharmacists will circumvent physicians’ prescribing decision if ‘dispense is directed’ is not included, and that it is not appropriate for pharmacists to make such dispensing judgements without physicians’ knowledge. We find these ads degrading and distasteful to the pharmacy profession. The need for industry innovators to compete with generic manufacturers is understandable; however, if they use ads that reflect negatively on pharmacists, they should bear the burden of their decisions. Pharmacists may wish to purchase and dispense products of companies that do not demean pharmacists. We also urge pharmacists to inform sales representatives of the distasteful activities of their employers. We encourage ASHP to actively seek the discontinuation of such ads. All pharmacists must unite to eliminate advertising practices that threaten our credibility.
Keywords:
*letter to the editor/United States/
Advertising
Drug Industry*
Pharmacists
Prescriptions, Drug*