Patients will be better informed than under the status quo  Advertising prescription drugs enables patients to learn, and to request innovation faster in order to benefit from the new drugs that health personnel still have not gotten used to.  Advertising increases consumer awareness of drugs, which makes consumers more likely to take appropriate medication. The drugs market is complex and so advertising can help explain the differences between treatments, for example between contraceptive pills intended to reduce period pain, period flow and those simply to prevent pregnancy.  Advertising under current rules is used to inform patients of new drugs which may be appropriate for conditions which they suffer from (such as recent asthma drugs which reduce the frequency of attacks), but which their doctor might overlook or not have the time to crosscheck against her list of patients. [1]  56% of AMA general practitioners believed that direct-to-consumer advertising had prompted some of their patients to seek treatment for a condition which would have otherwise been neglected. [2] If a patient has taken the time to actively consider a particular drug and then visits their doctor, whether they are prescribed it or not, they are building up a positive relationship with their doctor and are more likely to continue to take an active interest in their health.  Further on, in states where there is no direct to consumer advertising but there is advertising to doctors, patients are disadvantaged because it is in the interest for private medical insurance firms or national health services to keep information about expensive new drugs from patients.  In the UK it was because of cost that the Primary Care Trusts (PCTs) refused to allow the prescription of Herceptin, a drug which US studies have shown reduces the damage done by breast cancer. Ultimately pressure from Roche, the drug’s manufacturer and from patients resulted in the drug being authorized for use, but the process was much faster in the US where Roche could run advertisements alerting consumers to the potential benefits of Herceptin, and thereby immediately giving patients access to a similar level of information as their doctors and allowing them to push for its authorization.  [1] Patient View – for improving patient care, Information on prescription medicines: the views of EU-based patient groups,  , accessed 08/07/2011  [2] Lyles A., Direct Marketing of Pharmaceuticals to Consumers, Annual Review of Public Health, published May 2002,  , accessed 08/08/2011