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Prescription drug ads aimed at you

Many people believe that direct-to-consumer (DTC) advertising of prescription drugs is responsible for the skyrocketing costs of these drugs. Could this be true?

The Debate
Those against DTC advertising argue that drug manufacturers are encouraging unnecessary consumer medical spending by influencing individuals to pressure their doctors to prescribe advertised medications, even when they may not be appropriate.

However, proponents of DTC feel that giving consumers information about pharmaceutical treatments for their conditions is a revolutionary idea. Providing information directly to patients via television, magazines, and the Internet gives patients more control over their care, and drug manufacturers are simply responding to consumer demand for more information.

DTC advertising of pharmaceuticals is a relatively new trend. In 1997, the Food and Drug Administration (FDA) lifted its moratorium on DTC advertising, and since then, drug companies have been able to advertise their products using specific drug and condition names.

From there, the DTC advertising game exploded. According to the New England Journal of Medicine, between 1996 and 2005, DTC advertising by drug companies increased 330%.

The FDA requires prescription drug advertisements to state where consumers can get more information, and identify physicians and pharmacists as the information sources. Potential side effects and risks must also be described, though they often are listed quickly or in small print.

You should be aware that pharmaceutical advertising is different than advertising of other products because of the specific nature of medications and the individual health needs of each patient. If you see an ad for a drug that you believe would be helpful for you, talk to your doctor. Physicians are increasingly willing to discuss care and treatment issues with informed patients.

Lifestyle Drugs
Some of the main drug company advertisements are for lifestyle drugs, which have been developed to treat relatively minor or non-life threatening conditions, such as baldness, impotence, fungus, or obesity.
The growing prevalence of lifestyle drugs is raising serious questions about where health care dollars are spent, and whether or not consumers are getting the best value for their money.

The question then is, should your health plan pay for lifestyle drugs? Is there a pressing medical need for them? Why has there been such an explosion of them on the market? Are you willing to pay extra for them? These are all legitimate concerns when making an informed decision about personal health care, and when you see a drug advertised that you think you may need.

Did you know...?
A 2003 FDA study of 500 physicians showed most agreed that because their patients saw a DTC ad, he or she asked more thoughtful questions during the office visit. Some also thought the ad made their patients more aware of possible treatments.