That possibility is disturbing because proper patient education can prevent many adverse events. Those who have criticized DTC in the past may reconsider when they recognize the powerful role DTC ads can play in consumer education. The IOM report is the most recent example of the growing momentum around the issue of patient safety. Although the IOM report focused primarily on hospitals, recommending that FDA increase its attention to the safe pre- and postmarket use of medications. The message is clear.
Consumers are alert to the issue of patient safety more than ever before.
Consumer organizations will take up the gauntlet, and the popular media and politicians will keep the issue before the public. Consumers will see pharmaceutical companies as either part of the solution or part of the problem. Those that give consumers confidence they are working in the public's best interest will be viewed as part of the solution. It is just a matter of time until regulators take the steps that companies fail to initiate. Many do an excellent job of providing the information that consumers want and need.