The advertising works. The bombardment of allergy drug ads resulted in 18 million allergy visits in 1999, up from the 13-14 million of the previous nine years. Unaffordable - Spokespersons for the pharmaceutical industry claim drug prices are high because the money is needed for research and development. Unaccountable - The current system does not embrace accountability so there is runaway drug inflation estimated to triple in the next 10 years. Price control is a concept unthinkable to the corporations and with no political leader ready to champion.
Accountability is circumvented even in transmitting information.
Of the first 37 drugs advertised on TV, the FDA found 20 failed to comply with federal regulations. Images, color and action give unrealistic expectations and side effects are given a two-second racethrough. Patients more and more often are learning about drugs before their doctors do. In the short-term individuals need to be aware of available options. Generic drugs have been proven to be safe and effective and are a major way to cut costs.