HCA 675 Discuss your thoughts and ideas about the newer trend of pharmaceutical and medical supply companies marketing directly to the consumer

HCA 675 Discuss your thoughts and ideas about the newer trend of pharmaceutical and medical supply companies marketing directly to the consumer

HCA 675 Discuss your thoughts and ideas about the newer trend of pharmaceutical and medical supply companies marketing directly to the consumer

Discuss your thoughts and ideas about the newer trend of pharmaceutical and medical supply companies marketing directly to the consumer (e.g., ads about new medications, billboards for new hip and knee implants, etc.). What do you see as the pros and cons?

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).

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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/

I personally see many pros to the advertisement of medical supplies and medications, education and awareness to the consumers about these items in any form brings a positive aspect in one taking control in decisions about their health. However, I only agree with the education through advertisement without the use of influencing factors that should not come into play when making a decision about one’s health, for example, the use of celebrities to promote a medical product or medication. I do not believe this type of influence should take part in a person making a decision on taking a medication or using a product. Even if the guidelines set by the FDA are followed in the advertisement in regard to the medication, there is still an influence made by the celebrity involvement in the advertisement, I do not agree that this type of influence has a place in this type of advertisement. “The FDA oversees the advertising of prescription drug products under the Federal Food, Drug, and Cosmetic Act and related regulations. That means the agency must ensure that prescription drug information provided by drug firms is truthful, balanced, and accurately communicated. This is accomplished through comprehensive surveillance, enforcement, and education program, and by fostering better communication of labeling and promotional information to both health professionals and consumers” (U.S. Food & Drug Administration, 2015, para. 3).

Benefits seen due to this type of advertisement include providers reporting that patients are asking meaningful questions about medications, medical equipment, and treatments during visits. They are seeing patients becoming more active in their care (U.S. Food & Drug Administration, 2015).

One Con to these types of advertisements, reported by physicians, is that the information does not equally state the benefits and the risks, more information about the benefits is conveyed in the advertisements. Another con physicians reported is that the advertisements make patients believe that the medication works better than they actually work (U.S. Food & Drug Administration, 2015).

After reading this article put out by the FDA, I agree with the pros and cons that were mentioned. Personally, viewing such advertisements for medical equipment and medications, I can understand how and why these pros and cons exist. However, overall, I do believe that the advertisements assist in people becoming knowledgeable and more involved in their care and treatment.

References

U.S. Food & Drug Administration. (2015). The impact of direct-to-consumer advertising. Retrieved from https://www.fda.gov/drugs/drug-information-consumers/impact-direct-consumer-advertising