1. Direct to Consumer Advertising in Prescription Medicine
MGMT 120

2. History of DTC advertising
In 1997 the Food and Drug administration reduced the requirements of Television and Radio advertising, Risks no longer had to be as clearly disclosed
The reduced requirements moved the advertising focus from the physician to the consumer
Now DTC pharmaceutical advertising is a multibillion-dollar industry
DTC advertising is illegal in every country but USA and New Zealand

3. Changes the Doctor patient relationship
Patient come in with their own expectations, and like in most relationships are ready to take their business else where if expectations are not met
Puts the doctors many years of educations and $100,000’s of training second to advertising
Dilemma of whether to meet the patients expectations or maintain professional conduct

4. FDA facts:
80% of physicians said they felt pressured to prescribe a certain brand when patients asked
65% of physicians believe DTC advertising confuses patients about the relative risks and benefits
Many physicians thought DTC advertising made consumers more involved in their healthcare
Advertising disrupts the doctor-patient relationship

5. Annual pharmaceutical advertising expenditures

6. Pharacuetical spending
Billions of dollars are spend each year to attract the attention of the consumer
Could these billions of dollars be put to better use in research?
If consumers have uses such as high blood pressure should they first try other natural approaches such as change in diet?
Why does prescription medicine need to be advertised?

7. Top 5 pharmaphueticals DTC adverting spenders
Drug
Approved for1
DTC advertising
20072
Retail sales
20073
Sales per ad dollar spent
Lunesta
Insomnia
$294,180,616
$712,740,000
$2.42
Ambien CR
$204,065,972
$876,028,000
$4.29
Cymbalta
Anxiety, depression, diabetic neuropathy pain
$183,336,687
$1,732,827,000
$9.45
Lipitor
High cholesterol
$180,866,960
$6,165,531,000
$34.09
Plavix
Stroke risk reduction
$174,942,656
$3,082,712,000
$17.62

8. Example of former Doctor-Patient relationship
Patient goes to the doctor complaining of issues falling asleep
Doctor asses the patients symptoms and discusses the benefits and risks of each option
The Doctor would usually try changes in eating and exercise habits first before jumping to medicine

9. DTC advertising Doctor patient relationship
Patient sees Lunesta advertisement and realizes that lately they have been falling asleep, and are not able to fully learn the risks
Patient goes to the Doctor with the intent of obtaining Lunesta
Doctor must decide if to prescribe them even if not needed or to deny and risk loosing them as a client

10. Solution?
Ban DTC advertising!

11. Benefits of banning DTC advertising
This would restore the Doctor patient relationship, where the doctors knowledge is put to use
This will allow medical companies to compete on being the most innovative in research rather then who can advertise and market their product the best
Financial stress would be taken off our current medical system by not prescribing unneeded medication
With fewer prescriptions being written, hopefully will make a significant dent in the estimated 55 million individuals that die each year from prescription medicine

12. Sources
"The Impact of Direct-to-Consumer Advertising." U S Food and Drug Administration Home Page. Web. 13 Feb <
"Kurt Angle: Butt Hurt Pill Popper « Stunt Granny – Pro Wrestling Opinion and Analysis from a Bunch of Jerks." Stunt Granny – Pro Wrestling Opinion and Analysis from a Bunch of Jerks. Web. 13 Feb < popper/>.
Medicine, Minnesota. "Direct-to-Consumer Prescription Drug Advertising: History, Regulation, and Issues - March 2010." Minnesota Medicine Home. Web. 13 Feb <
Rosenburg, Martha. "Martha Rosenberg: Do These Drug Ads Offend You?" Breaking News and Opinion on The Huffington Post. Web. 13 Feb <
Yuan, Sheng. "Public Responses To Direct-To-Consumer Advertising Of Prescription Drugs." Journal Of Advertising Research 48.1 (2008): Business Source Complete. Web. 13 Feb