I think in a way this type of new marketing trend can be beneficial to the consumers of their products. But the consumers have a larger burden of responsibility and need to take the necessary steps to protect themselves and not fall for just another marketing scheme. It’s important for people to do their own research before they go to a doctor so that they can be advocates for their care. More engaged patients lead to better outcomes. It was back in the 1980s that the environment changed and it became more open to the pharmaceutical industry; this shift was more focused on promoting patients to be more active participants in their medical care and to collaborate in the decision making with their providers (Ventola, 2011). So, in a way, the direct marketing method of the pharmaceutical industry has promoted patients to be advocates within their own medical care which is very positive. Some claims that can be made in support of direct consumer marketing is the aforementioned patient engagement. But also, it facilitates communication with primary care providers, encourages contact with health care providers, and promotes compliance with a medical regimen (Ventola, 2011).
Compliance with a medical regimen I thought was most important because too quickly with complex and chronic diseases, patients are lost to follow-up and commonly quit on their own in taking important medications. Apparently, studies have shown that there are “statistically significant, improvements in adherence occur among patients exposed to [Direct-to-consumer-pharmaceutical advertising] DTCPA” (Ventola, 2011, p.11). It is thought this improvement occurs because the physician recommendations and instructions are cemented through the advertisements as a reminder of their condition and the importance of continuing treatment with the medications (Ventola, 2011).
With that said, a lot of the marketing for these items must be taken with a grain of salt. Because in the end, their main motivation is money and is not always in the best interest of patients. Much of the public is ignorant regarding healthcare unless they work in the medical field or have someone in their family to navigate them. They are unlikely to be aware of such things as contraindications, limitations, and evidenced-based practice.
On the topic of cons, even though for many of the drugs they typically advise to go see your primary physician first. With the advertising, it causes people to feel they need medications for ailments that they do not really have, or truly need to be medicated for (Public Broadcasting Service, 2003). Another aspect of this new method is because they are advertising specific trade names of medications, they are increasing the likelihood that the consumers will be switched to these preferred medications. (PBS, 2003). Medications which in fact tend to be new, patented, and very expensive when compared to generic medications in which efficacy does not differ (PBS, 2003). Thus, continuing in my opinion to fuel the greediness and cash flow of the pharmaceutical companies.
Overall, I thought Ventola said it best when they wrote: “although only limited data exist, research suggests that DTCPA is both beneficial and detrimental to the public health” (2011, p.669). It’s a double-edged sword and it does not appear to be going anywhere anytime soon. Thus, it’s important to be cognizant of both sides of the argument.
Public Broadcasting Service. (2003). Interview: Marcia Angell. Retrieved from https://www.pbs.org/wgbh/pages/frontline/shows/other/interviews/angell.html
Ventola, C. (2011). Direct-to-consumer pharmaceutical advertising: Therapeutic or toxic?. Pharmacy & Therapeutics: A Peer-Reviewed Journal for Formulary Management, 36(10), 669-684. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3278148/