Health Affairs

Posting date: April 28, 2004

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Health Affairs, 10.1377/hlthaff.w4.246
Copyright © 2004 by Project HOPE

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Perspective: DTC Advertising’s Benefits Far Outweigh Its Imperfections

Pat Kelly ^1*

¹ Pat Kelly is president, U.S. Pharmaceuticals, Pfizer Pharmaceuticals Group, and vice president of Pfizer, Inc. in New York City.

^*Corresponding author.

Abstract

Direct-to-consumer (DTC) communication about pharmaceutical products enables consumers to take a hands-on interest in their own health care. A growing body of research and expert opinion supports the view that the information presented in DTC communications informs patients’ decision making and leads to more productive physician/patient encounters. Arguments that DTC advertising leads doctors to write unnecessary prescriptions and increases costs are unfounded. Criticism of the practice may also be shortsighted, because outpatient drug treatment can substitute for more costly therapies and hospitalizations. Public debate should focus on making information clear and comprehensible so that consumers can get maximum value.

Key Words: Consumer Issues, Legal/Regulatory Issues, Media, Pharmaceuticals, Ethical Issues, Health Spending

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