Is it hazardous to public health?
Pharmaceutical makers spend hundreds of millions of dollars each year on marketing activities that include catchy direct-to-consumer (DTC) television ads for prescription drugs, physician-targeted promotions and other strategies. Critics contend that this aggressive marketing is a threat to public health because companies overemphasize a drug’s benefits and downplay potentially dangerous side effects. The industry responds that its marketing promotes awareness of treatments for chronic conditions and helps generate revenue for research. Federal regulators have collected more than $20 billion in settlements from drug companies accused of trying to inflate sales by marketing their products “off-label,” or for purposes not approved by the U.S. Food and Drug Administration.
The key takeaways in the debate over drug marketing include:
The United States is one of only two countries – New Zealand is the other – where DTC drug advertising is legal.
Federal law requires drug companies to disclose payments made to physicians, payments that consumer advocates argue may create a conflict of interest when doctors prescribe treatments.
Defenders of drug marketing cite studies showing that the ads promote better understanding of treatment options among racial minorities and other groups that often lack access to health information.
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Resources for Further Study
Goldacre, Ben, “Bad Pharma: How Drug Companies Mislead Doctors and Harm Patients,” Faber and Faber, 2012. British physician Goldacre explains how new drugs are developed and argues that pharma companies’ marketing drives bias everything from clinical trials to scientific publications.
Moynihan, Ray, and Alan Cassels, “Selling Sickness: How the World’s Biggest Pharmaceutical Companies Are Turning Us All into Patients,” Nation Books, 2005. Health writer Moynihan and policy researcher Cassels go inside drug companies, ad agencies and other corners of the pharmaceutical industry to show how they make up illnesses and attract millions of patients in search of “cures.”
Donahue, Julie, “A History of Drug Advertising: The Evolving Roles of Consumers and Consumer Protection,” The Millbank Quarterly, December 2006, http://tinyurl.com/
Greene, Jeremy, and Elizabeth Watkins, “The Vernacular of Risk – Rethinking Direct-to-Consumer Advertising of Pharmaceuticals,” New England Journal of Medicine, Aug. 19, 2015, http://tinyurl.com/
Krause, Joan, “Off-label Drug Promotion and the Ephemeral Line Between Marketing and Education,” Journal of Law and the Biosciences, Nov. 18, 2015, http://tinyurl.com/
Mackey, Tim, and Brian Liang, “After Amarin v FDA: What Will the Future Hold for Off-label Promotion Regulation?” Mayo Clinic Proceedings, June 2016, http://tinyurl.com/
Reports and Studies
The Henry J. Kaiser Family Foundation, “Impact of Direct-to-Consumer Advertising on Prescription Drug Spending,” June 2003, http://tinyurl.com/
Perlis, Roy, and Clifford Perlis, “Physician Payments from Industry Are Associated with Greater Medicare Part D Prescribing Costs,” PLoS One, May 16, 2016, http://tinyurl.com/
The Pew Charitable Trusts, “Persuading the Prescribers: Pharmaceutical Industry Marketing and its Influence on Physicians and Patients,” Nov. 11, 2013, http://tinyurl.com/
Sullivan, Helen W., et al., “Prescription Drug Promotion from 2001-2014: Data from the U.S. Food and Drug Administration,” Plos One, May 5, 2016, http://tinyurl.com/
The Next Step
Frakt, Austin, “Ban Drug Ads on TV? Some Positive Outcomes Would Be Lost,” The New York Times, March 14, 2016, http://tinyurl.com/
Picchi, Aimee, “The rise of the ‘unbranded’ pharmaceutical ad,” CBS News, Aug. 29, 2016, http://tinyurl.com/
Weltman, Brad, “Why Pharmaceutical Advertising Is Virtually Absent From the Web,” AdWeek, Nov. 2, 2016, http://tinyurl.com/
Regulating the Industry
Avery, Greg, “McKesson paying $150 million in prescription drug probe, halting sales from Colorado center,” Denver Business Journal, Jan. 19, 2017, http://tinyurl.com/
Grant, Charley, “Why Merck’s Pricing Candor Is Good for Big Pharma,” The Wall Street Journal, Jan. 27, 2017, http://tinyurl.com/
Weintraub, Arlene, “Why Big Pharma Gets A Failing Grade On Clinical Trial Transparency,” Forbes.com, Aug. 17, 2016, http://tinyurl.com/
Biotechnology Innovation Association
1201 Maryland Ave., S.W., Suite 900, Washington, DC 20024
Trade organization representing biotechnology companies in the United States.
Coalition for Healthcare Communications
405 Lexington Ave., New York, NY 10174-1801
Advocacy group representing members of the advertising industry; it lobbies in favor of the free flow of medical information to consumers.
Food and Drug Administration – Office of Prescription Drug Promotion
10903 New Hampshire Ave., Silver Spring, MD 20993
Federal agency responsible for approving prescription drugs and for enforcing rules related to the marketing of those products.
National Conference of State Legislatures
444 N. Capitol St., N.W., Suite 515, Washington, DC 20001
This organization maintains a website that lays out all state-level efforts to legislate on drug advertising, marketing and activities by pharmaceutical sales representatives.
Pharmaceutical Research and Manufacturers of America (PhRMA)
950 F St., N.W., Suite 300, Washington, DC 20004
Trade organization representing pharmaceutical companies that operate in the United States.
Public Citizen – Health Research Group
1600 20th St., N.W., Washington, D.C. 20009
Consumer advocacy group founded by Ralph Nader that conducts research and lobbying activities aimed at protecting public health.