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Direct-to-consumer drug ads: Educational tool or sales booster?

Studying the complex effects of DTC drug advertising on the practice of medicine will lead to sound strategies to ensure its power is harnessed only for good.

Editorial. July 25, 2005.

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You know the commercials. They are on television, radio, in newspapers and even on the Internet. What many have in common is the suggestion "Ask your doctor."

With annual spending for these direct-to-consumer prescription drug advertisements now in excess of $3 billion, it's clear that not only are they pervasive, but they also have an impact. Some estimates indicate that as many as 25% of Americans have, indeed, asked their doctors about a medication as a result of seeing an advertisement, according to the Kaiser Family Foundation.

Such statistics combined with firsthand practice experiences led delegates at last month's American Medical Association Annual Meeting in Chicago to take a wise step. They directed the Association to study the myriad ways these ads affect patient care and to consider strategies that could minimize their potential negative influences. A report on the findings will be presented at next year's Annual Meeting.

Getting to the facts will not be easy, but it is critical for determining how and if these ads should be used in the future. Since 1997, when the Food and Drug Administration relaxed its requirements for DTC prescription drug ads broadcast on television, debate and even controversy over this medium has been rampant.

Proponents say there are multiple benefits -- the ads reduce disease stigma, increase disease awareness, empower patients and encourage them to connect with physicians. Some even say they help promote compliance with physician-prescribed treatments.