Argument: Advertising puts pressure on doctors to prescribe inappropriate drugs to their patients

If a patient sees a drug that is inappropriate for him, and asks their doctor for it, if his doctor does not prescribe it, then he may ignore his doctor and seek a second or third opinion. In private health care systems it is likely that economic pressure will result in a doctor eventually agreeing to the patient’s demand.

In nationalized health services ‘pester power’ has resulted in doctors giving in to patients in the past rather than arguing with them (seen, for example, in the massive over-prescribing of antibiotics by British general practitioners for viral infections against which they are ineffective). If the doctor prescribes another drug (perhaps a cheaper generic version), even if it is chemically identical to the branded and advertised drug, the reverse-placebo effect may result in the drug being less effective than it should be, because the patient believes it is a weaker treatment. The patient may also be less willing to complete the prescription, or to visit that doctor again, thereby undermining the doctor-patient relationship. [1]

Prescription medicines are fundamentally complex and dangerous, which is why they require a prescription by a qualified doctor. It is not helpful to have a patient who lacks the decade of medical training a GP has self-diagnosing on the basis of an advert.

[1] FDA: Direct-to-Consumer Advertising of Prescription Drugs:Looking Back, Looking Forward, published October 2005, www.fda.gov/downloads/AboutFDA/CentersOffices/CDER/ucm095993.ppt , accessed 08/07/2011

Candidate 1: "The majority of products that are advertised treat currently under-treated conditions. Drugs dealing with diseases such as depression, diabetes, and high cholesterol are some of the most frequently advertised. These advertisements can help inform viewers about their conditions, and prompt visits to physicians, who can help treat the problem early on.

Additionally, informed citizens are good for society, as physicians do not always recommend necessary or helpful drugs. In the status quo, patients do not visit their doctors often enough to be diagnosed. Only approximately half the patients in America get beta blockers after a heart attack. Clearly, an advertisement for beta blockers would be informational, rather than harmful."
Candidate 2: "According to a financial study conducted by the Villanova School of Business explained that there is no significant burden to the health care system due to direct-to-consumer advertising. The study, conducted in the years 2001 – 2005 in the United States, shows that there is no significant relationship between advertising and price sensitivity. The comparison with other countries shows, the prices of pharmaceuticals and the price for health care (for drugs) have not risen in the United States.

Through advertising, after the introductory phase of a drug, the health system is not burdened more. Simply put people are just able to choose between drugs, in a comparable price range easier and therefore do not cost additional money to the state. [1]

So a greater financial burden is no excuse from prohibiting companies to advertise products.

[1] Villanova University, DOES DTC ADVERTISING RAISE PRICE? THE IMPACT OF

PHARMACEUTICAL ADVERTISING ON CONSUMERS’ PRICE SENSITIVITY, published 2005 http://www.brandweeknrx.com/files/dtc_drug_advertising_and_drug_prices_study.pdf , accessed 08/07/2011"

The majority of products that are advertised treat currently under-treated conditions. Drugs dealing with diseases such as depression, diabetes, and high cholesterol are some of the most frequently advertised. These advertisements can help inform viewers about their conditions, and prompt visits to physicians, who can help treat the problem early on.

Additionally, informed citizens are good for society, as physicians do not always recommend necessary or helpful drugs. In the status quo, patients do not visit their doctors often enough to be diagnosed. Only approximately half the patients in America get beta blockers after a heart attack. Clearly, an advertisement for beta blockers would be informational, rather than harmful.
