Overheard recently on the radio: The pediatrician was about to conclude 6-year-old Michael's annual checkup and asked if his mother had any further questions. "No," she replied, and then felt a forceful tug on her arm as Michael blurted out, "Yes, we do, Mom. Ask the doctor if Viagra is right for me."
No, Michael was not precocious. He was merely following instructions given by a gray-haired person in a white coat in a TV ad. He might have thought that the drug ad was somehow similar to those for sugared cereals and junk food that interrupt his favorite cartoons on Saturday mornings. After all, they are both aimed at consumers who need an intermediary to get their hands on the advertised product: For one, a parent with the money to buy the "kid-friendly" food, and for the other, a doctor with a prescription pad.
Caveat prescriber
Recently, a 76-year-old retired journalist, a long-term patient, called me about an ad he saw for ropinirole (Requip), a drug previously approved for Parkinson's disease that now had been approved—the first drug ever to be so honored--for the treatment of restless legs syndrome, an uncomfortable urge to move one's legs, which can interfere with sleep. The journalist had been wrestling with that problem for years but had been coping lately with the help of a small dose of diazepam. He had seen the satisfied consumers in the Requip ad and wanted to try it. I resisted. He insisted. Against my better judgment, I gave in. At 3 a.m. I received a call from the emergency room, where he had been taken by ambulance because of a fainting episode due to a drop in his blood pressure just an hour or two after taking his first (and most likely his last) dose.
Truth in advertising?
In one survey, half of the respondents believed that drug ads had to be approved by the government before they were aired or printed, and nearly half thought that only "entirely safe" drugs were allowed to be promoted. Nothing could be further from the truth. The Food and Drug Administration (FDA), the government agency that has jurisdiction over drug promotion, rarely gets a chance to review ad copy before the public sees it. Months can go by before the agency catches up with any misrepresentation, puffery, or inaccuracies. Those months inevitably see burgeoning sales of the drug.
Direct-to-consumer (DTC) drug ads not only permeate the TV screen, but they also fill the radio waves, print media, and, more recently, the Internet. The pharmaceutical industry in 2005 spent the staggering sum of $4.86 billion on consumer advertising—more than the Gross Domestic Product of 53 countries, according to the latest World Bank data. It is a productive investment. As spending on DTC advertising has risen, so have the number of prescriptions written and drugs sold. For each dollar spent on advertising, the pharmaceutical industry recoups $4.25.
Add to that $7 billion spent on advertising to doctors and other professionals, and it's obvious why drug costs are so high in this country. Spending on drugs is only part of the overall increase in health-care costs that have now risen to the point that the U.S. is the world leader at $5,200 per capita per year. Yet we rank lower than several similar industrialized and even some less-developed countries on such public-health benchmarks as life expectancy, infant mortality, and rates of obesity and chronic disease. And people in those countries pay much less for drugs than we do here in the U.S. Is it a coincidence that DTC ads are not allowed anywhere except here and in New Zealand (where a ban is being strongly considered)?
What you can do
To be a savvy consumer, pay little or no attention to prescription drug ads. Those ads usually promote the newest and most expensive drugs. Many older drugs are available in generic form—and they can be every bit as effective as the newer brand-name drugs. Ask your doctor whether there's an older drug that has stood the test of time and can do the job as well as the newer product. Consult a nonbiased source, such as the Consumer Reports Consumer Drug Reference or the National Institutes of Health's Medline Plus, to learn about your alternatives, drug interactions, side effects, warnings, and how to take prescription medicines safely.
And don't let the ads convince you that every personality quirk, such as shyness, fear of heights, or performance jitters, requires a pill. If you're bothered by such problems, open a discussion about them with your physician. —Marvin M. Lipman, M.D.
Dr. Lipman has been Consumers Union's chief medical advisor since 1967. He is a diplomate of the American Board of Internal Medicine (certified in endocrinology and metabolism) and is clinical professor of medicine emeritus at New York medical College.