Roger L. Simon writes:
We have all sorts of advertisements for medical installations big and small competing for our attention (and money), but even worse we have virtually non-stop advertising for prescription drugs on television. Indeed they seem to dominate the medium appearing on cable and network alike to the degree that sometimes you wonder if there is anything else. …
The United States and New Zealand are the only countries where prescription drug ads are legal on television. …
We live in a society where pharmaceutical corporations hypnotize us into thinking there is a pill for everything. They are doing the same to the medical community on a daily basis for mutual gain. Too many doctors have become prisoners of both the pharmaceutical companies and themselves, leaning expectantly on lobbyists for the latest cure-alls. It’s a toxic syndrome that must be stopped.
Here’s some of the history:
Such promotion [of prescription drugs on TV] was banned until 1997, when the FDA reluctantly allowed pharmaceutical ads on TV, so long as they gave an accurate accounting of a medicine’s true benefits and risks, including a list of potential side effects.
There’s also this:
Direct-to-consumer advertising is really intended for consumers. As a primary care physician, people certainly come into my office with advertisements that they’ve printed off the internet or that they remember seeing during the football game the previous Sunday and say, “What about this drug?” Studies show that when patients come in and ask their physicians about particular drugs, they’re more likely to get prescriptions for those drugs. Doctors of course also watch TV, but the pharmaceutical industry spends much more money advertising its drugs directly to physicians, through visits to their offices, sponsorship of continuing medical education, support of professional society meetings, consultancies, and the like. Actually, the amount of money that pharmaceutical companies spend on advertising to physicians is far higher than the amount spent on direct-to-consumer advertising because physicians are the ones writing the prescriptions.
Roger Simon’s article starts this way:
My father was a doctor and when I was a kid in the 1950s I recall asking him why he didn’t advertise. Medicine was his business, wasn’t it? Normally responsive to my questions, he was taken aback, wondering how I would even countenance such a thing. The honorable medical profession was above that. They weren’t a bag of potato chips or the latest Chevrolet.
Well, drug companies aren’t physicians, but back then they didn’t advertise either – except in medical journals. I’m not sure when the latter started, but my father-in-law was a doctor and I recall in the 1970s seeing his journals filled with drug ads.
My own father was an attorney and accountant, and I remember his horror at the idea of attorneys advertising, even through ads in the Yellow Pages (the Yellow Pages are another ancient reference at this point, of course). My father also was incensed when attorneys starting billing by the hour. He billed by the job and had his own system; whatever it was, he was good at what he did and never lacked for business, some of it pro bono.
NOTE:
I also read an article a little while back (which unfortunately I can’t locate at the moment) that said that drug ads are a huge part of the support for TV, and without them a great many stations would go under.