They should include an 800 number, a Web site and reference to a print ad about the drug, and they must advise people to talk to their doctors. Drug manufacturers are required to send the FDA copies of all their promotional materials for review, she says, and so far they haven't seen any adverse effects from the ads. There's a belief that perhaps it will affect the patient-physician relationship. Dr. Edward Benz, chairman of medicine at Johns Hopkins University in Baltimore, sees a potential danger in that a little knowledge of these drugs could be dangerous. For something as important and complicated as a potent medication, I don't think that's enough time for people to be forming judgments.
Some consumer groups agree.
D.C. Sasich points to an article in Medical Marketing and Media, an industry trade journal. That piece said that over the years the purpose of these ads is to drive consumers into doctors' offices to ask for brand-name drugs. Industry spokespeople say the aim is to educate. That's the reason why we've implemented a patient information program. All rights reserved.