Thursday, March 11, 2010
   
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You are going to see your doctor today. You have spent hours researching your problem and you are full of information. You know the best medications and have even seen a few commercials for them. The answer is obvious…you’ve seen the data. Now you are going to try to convince your doctor that this is the best treatment for your condition. Guess what, when patients make brand-specific requests for medication, they are given it in 90% of doctors visits.

What we are touching on here is Direct - To - Consumer - Advertising (DTCA). These commercials are on primetime television regularly. They advertise medications for overactive bladder, baldness, high cholesterol, and even erectile dysfunction. They even pop up on the internet. When I typed in GERD (gastroesophageal reflux disease), the top two results were for Pepsid and Nexium. You know…the purple pill.
 
Proponents of DTCA’s suggest that their advertisements educate the consumer and allow for better interaction between physician and patient. This kind of advertising tends to lower the clinical threshold for prescribing.
 
The majority of DTCA gives more time to the benefits of prescription drugs than they do to the risks. Their objective is to persuade, not to inform. This makes their content flawed and incomplete.
 
Did you know that the United States and New Zealand and the only industrialized countries in the world that allows DTCA? Wonder why other countries are not following suit?
 
Cost for DTCA grew from 11.4 billion to 29.9 billion from 1996 to 2005. That’s a 330% increase (2). “With health-care costs spiraling out of control, it is hard to justify multimillion dollar advertising campaigns touting drugs for baldness, toenail fungus, and overactive bladder” (1). Don’t you think it’s time to let your doctor, who you trust with you and your family’s health, to make you health care decisions? Maybe there is good advice during commercials while watching Dancing With the Stars.
 
Health care costs are rising as we see in the news every day. Prescription drug costs are definitely part of the problem. Many of the more expensive drugs are the ones being introduced with DTCA. “DTCA is limited to drugs that are profitable to advertise: mostly expensive, new drugs for long-term use for common indications. Such advertising increases premature rapid uptake and overuse of new drugs before flaws, including safety problems, have been discovered and communicated to health professionals” (1).
 
These drugs tend to be patent pending. Older drugs are less profitable to advertise since there is competition with generic brands. “Many new drugs are inferior to older treatments, and over two-thirds are no better but are often more expensive” (1).
 
From 1999 to 2000, 25 drug classes with the highest retail sales were studied. Drugs in these classes accounted for about 60% of the DTCA and about 75% of retail sales over that period. DTCA accounted for 12% ($2.6 billion) of the total growth in 2000. This means that for every dollar spent with DTCA yielded $4.20 in additional pharmaceutical sales that year (3).
 
I think I have made my point. Why not focus more on other options such as exercise and diet. What about the prescription drugs that have existed for years that are proven effective and safe. They are just not profitable to advertise since there are generic versions available from competition.
 
You see, you visit your doctors, no matter what the specialty, for their expertise and advice. Sure it is a good idea to go to a doctor visit informed. It’s great that you have questions. We want you to ask so we can address your concerns. When the time comes for medical advice, don’t let your television, radio, or internet ads make your decision. Who knows, what you see advertised may be the right choice. Just be sure to be completely educated to ensure your health and wellness.
 
 References :
1. What Are the Public Health Effects of Direct-to-Consumer Drug Advertising? Public Library of Science, Medicine
Volume 3, Issue 3, MARCH 2006.
2. Julie M. Donohue, Ph.D., Marisa Cevasco, B.A., and Meredith B. Rosenthal, Ph.D. A Decade of Direct-to-Consumer Advertising of Prescription Drugs. The New England Journal of Medicine. Volume 357:673-681. August 16th, 2007. Number 7.
3. The Kaiser Family Foundation. Impact of Direct-to-Consumer Advertising on Prescription Drug Spending. June 2003.
 
by Dr. Jason P. Tharpe
 
Contact information:
Email - This e-mail address is being protected from spambots. You need JavaScript enabled to view it This e-mail address is being protected from spambots. You need JavaScript enabled to view it This e-mail address is being protected from spambots. You need JavaScript enabled to view it This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Dr. Tharpe has been practicing in Franklin, TN for over 10 years. He also has his Masters in Nutrition to assist with all aspects of healthcare. His practice is family-based with a relaxing and fun loving atmosphere.
 
1203 Murfreesboro Rd. Suite 610
Franklin, Tn. 37064
 

 

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