Healthy Skepticism Library item: 3651

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

Direct-to-consumer advertising debated; APhA endorses some forms
American Pharmacy 1988 Nov; 28:(11):10-11

Abstract:

An 8-page DTCA supplement appeared in Time magazine in June. Meanwhile industry, government, and the medical profession are debating the appropriateness of prescription drug advertising to consumers (PDAC). In the NEJM, Cohen (1988) discussed PDAC, citing Yudkin’s (1978) study showing that pharmaceutical companies in developing countries have concealed serious and even fatal side-effects. Cohen concluded that DTCA would warp the use of prescription drugs and intrude into the doctor-patient relationship. Pharmacy organizations are considering PDAC’s pros and cons. In 1985 the American Society of Hospital Pharmacists opposed it, but in 1988 APhA endorsed a limited form. One source referenced was a 1985 CBS survey that found the public felt it needed more information about prescription drugs. Fears of physician backlash may be misplaced, according to research firm Scott-Levin, whose research suggests PDAC is here to stay and will be an important part of successful marketing. PDACs are currently running on cable network Lifetime Medical Television. A survey found that those who had not seen the ads were more concerned than those who had. House Commerce Oversight and Investigations Committee chair Rep. John Dingell asked FDA for documents relative to the Time supplement. House Commerce/Health Subcommittee Chairman Henry Waxman considers PDAC counterproductive and potentially dangerous. Researchers continue efforts to resolve the issue.

Keywords:
*analysis/United States/