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What's in Your Medicine Cabinet?

Direct-to-Consumer Advertising Public Argument

Paige Brevick

on 28 May 2011

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Transcript of What's in Your Medicine Cabinet?

What's in Your Medicine Cabinet? Direct-to-Consumer Advertising is the advertising of prescription medications through various forms of media like television and magazines. It's Time to Regulate Prescription Drug Advertisments What is DTCA? Prescription advertisments persuade the public to buy the medications rather than inform people about health conditions. Source: AdPharm.net 78% of patients who were exposed to DTCA of a COX-2 inhibitor and asked for the prescription recieved it (1).
Only 21% of this was correct treatment (1).
This means that 79% of the above were wrongly treated. Example of DTCA-Cymbalta Advertisement Cymablta Advertisement The ad does not explain what health conditions Cymbalta is used to treat.

It persuades people to buy the medication by using:
Family imagery
Information on the side effects of the prescription What to change: Advertisements should educate and inform the public on health conditions, not only prescriptions.

The advertisements should motivate people to see their doctor about symptoms they are having. What You Should Do Works Cited
(1) “Assessment of direct-to-consumer advertising of prescription drugs must consider the implications on appropriate drug use.” Drugs & Therapy Perspectives 22.11 (2006): 24 26. Web. 6 Mar. 2011.
(2) Grande, David and Dominick L. Frosch. “Direct-to-Consumer Advertising of Prescription Drugs.” LDI Issue Brief 15.3 (2010): 1-4. Web. 3 Mar 2011.
(3) Donohue, Julie M., and Ernst R. Berndt. "Effects of Direct-to-Consumer Advertising on Medication Choice: The Case of Antidepressants." Journal of Public Policy & Marketing 23.2 (2004): 115-27. Web. 17 Apr. 2011. DTCA leads to inappropriate drug use Many people receive wrong medications.
People are also requesting unnecessary medications which results in unnecessary side effects from the medications. Advertisements lead to bad physician prescribing habits Doctors are giving patients medication because they ask for them. They ask as a result of seeing an advertisement and not their symptoms. DTCA midleads consumers Advertisements mislead consumers to believe that they need the medications or that they have the conditions talked about.
The advertisements do not educate on health conditions.
Patients can overestimate a medication's benefits and underestimate its risks (3). Direct-to-consumer advertising of prescription drugs does encourage patient-physician conversations.
However, these conversations should be about complaints and symptoms not medications seen on television. Lee Powers leepowers.wordpress.com/ Highlights what Symbicort treats
How the medication works
Safety information See a doctor at a free clinic about symptoms and health concerns.
Don't ask a doctor about medications seen on TV or in a magazine
Let your symptoms guide your doctor to the right medicine

Talking to a doctor is key.
If you have questions about a health condition ASK. bnet.com Shows a bad relationship between calling mom and the amount of medicine needed for schizophrenia.
Doesn't talk about what medicine does.
Side affects are in extreemly small print. What Do the Studies Say? A physician survey found that:
81% of physician believe DTCA promotes medication requests
And 25% of them changed thier prescribing habits because of DTCA

Another survey reports that 50% of requests from direct-to-consumer advertisements were inappropriate. (2) An analysis of some advertisements finds that they "lack information important to help consumers decide about the benefits and risks of prescription drugs " (2). www.healthyskepticism.org/global/adwatch/issue/au2003-10
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