Understanding Prescription Drug Advertising

Excerpt

As pharmaceutical companies continue to advertise directly to consumers and practicing clinicians, practitioners need to be aware of the implications of such marketing strategies on patient care. At the surface level, drug advertisements update clinicians on advancements in treatment options and increase awareness of pharmaceutical options for patients, allowing for greater confidence and patient participation in their health management. Such advertising could take different forms, including sending formal medical representatives to clinicians, sponsored trips, brochures, television/magazine/internet ads, etc. While drug advertisements and promotional literature have historically targeted medical professionals, the landscape has shifted, and direct-to-consumer advertising (DTCA) is increasingly emphasized.