Direct-to-consumer advertising for prescription drugs is back in the spotlight again following the American Medical Association’s recommendation that such ads be banned. While the most recent round of this longstanding debate is just beginning, marketers and drug companies opposed to the AMA suggestion already have some ammunition to respond to these claims, showing that DTC prescription drug ads may be beneficial to consumer healthcare by boosting patient adherence to drug regimes.
The AMA is calling to end them has media sellers in fits, and no wonder. It’s big dollars, $4.5 billion last year, and spending is surging at a time when other ad categories are down
The American Medical Association wants direct-to-consumer ads for prescription drugs and implantable medical devices banned. “Today’s vote in support of an advertising ban reflects concerns among physicians about the negative impact of commercially driven promotions and the role that marketing costs play in fueling escalating drug prices,” said Dr. Patrice Harris, an AMA board member.