Health Care’s Broke: Direct-to-Consumer Advertising
US and NZ sittin’ in a tree, K-I-S-S-I-N-G.
New Zealand is the only other country in the world that allows direct-to-consumer marketing. Those Lipitor ads, the Mucinex boogers — they don’t exist outside of those two countries. The pharmaceutical companies claim that their advertisements provide important educational value to patients. “They can learn about diseases they might have!” the companies say. I say humbug.
Patients learn nothing from these ads, besides seeing ridiculously attractive, healthy-looking, active people pretend to have any number of diseases. I’ve said it before–if the companies were truly interested in educating patients, they would teach them about any number of topics that many patients do not understand. Instead, they hawk products half the time and quickly ramble a list of side effects with the other half left.
Remember–the Pharma corporations are responsible to their shareholders, not the public. Their goal is to make more money, by selling more pills. They do not “educate patients” because it’s good for patients. They “educate patients” because it’s better for their bottom line. Do we not trust physicians to make accurate diagnoses that we need patients to ask for Lipitor?
Ban direct-to-consumer advertising.
If not that, make the field “direct-to-consumer educatisng.” 95% of your advertising time teaches the public how scientific studies work, or what a cardiac stress test does, or why antibiotic resistance is a problem and why doctors don’t like to give out antibiotics liberally, or why CT scans aren’t always a good idea, or why vaccines are safe. There’s an almost limitless number of topics physicians are repeating over and over to patients. In the last 5 seconds, you get to flash your drug logo. “Brought to you by Pfizer.” Put out or get out.
I agree with you for the most part on this. On the other hand, I was thrilled to see an ad on TV for a Mirena IUD. Too many women can’t remember to take their OCPs on a daily basis, and if more women used a Mirena maybe there would be fewer unwanted pregnancies.
I guess I see that particular ad as a public service announcement disguised as direct to consumer advertising. Too bad not all of them are like that.
Another idea would be to allow drug companies to air non-branded DTC’s. Though it is unlikely that a company will sponsor an TV advertisement that informs patients NOT to take antibiotics, a company that makes a diabetes product might support an ad which informs patients about the complications of diabetes, what an A1c is, and why it is important to keep the A1c under control.
Though I agree that DTC drug ads pose concerns, it can be a double edged sword. Some patients who might not otherwise request a medication that needed it might be prompted to do so with an ad. I recently blogged about a study in JAMA that used actors as patients requesting a drug they had seen on TV. Not suprisingly, the patients mentioning a TV ad were more likely to get a prescription. Though this did lead to over-prescribing for patients who did not need the drug, it led to under-prescribing for those that did.
Remember–the Pharma corporations are responsible to their shareholders
I think these days they’re responsible only to the compensation pacakages of their senior executives.
If they were truly responsible to their shareholders, you wouldn’t have situations like this one occur.
Some African countries allow direct to consumer marketing as well but the market is probably not as lucrative as in NZ or US. Besides, pharmcotherapy in many African countries is borne out of need, not want.
Graham, I think you may have overshot on this one, but I’m in the business.
We need to titrate the ads so they are balanced — easier to do via internet banners than by quick blurbs on TV.
Oh I’m hoping I overshot or caused controversy and people to think on all of these things. I’d love to hear people’s opinions and why I’m right/wrong or what they’d do different. Again, it’s all brainstorming.
Graham,
I agree completely with you on this subject. I can’t help but think that one of the factors in the rapid escalation of the cost of prescription drugs, is the millions being spent by all of the big “pharma” companies on DTC advertising. I am really tired of hearing the statement, “Ask your doctor if ? is right for you.” I am glad that I retired from active patient care before these ads became so common. I think most physicians are well aware of the newer medications on the market and which of their patients might benefit from them.