Issues and concerns are abundant in this scenario for direct marketing of pharmaceutical products. Every player pharmaceutical companies, healthcare professionals, healthcare consumers, and the government has a perspective regarding the value of DTC (Direct to consumer) now, and the pros and cons of an environment in which DTC no longer exists.
For pharmaceutical companies, advertising budgets are directly tied to Research and Development (R&D) dollars. If they cannot continue to deliver DTC communications, the possibility of even sustaining current funds allocated to their R&D efforts is at risk, and healthcare professionals recognize the tremendous value that bringing public awareness to seriously under-diagnosed, chronic conditions such as Type II diabetes, hypertension, depression, etc. has offered to a number of their patients.
Healthcare consumers (i.e. patients) have become more accustomed to being active partners in their healthcare decisions. They want to educate themselves regarding their condition state, medication side effects, and treatment options.
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But in order to do that effectively, trusted and fully disclosed sources of content need to be available, and finally, the government is concerned that DTC marketing specifically television advertising gives unrealistic expectations of what a drug can do and how it can be used.
Regulations, such as the Fair Balance Act, have sought to punish institutions that place more emphasis on a product’s benefits than its risks, but many dollars must be spent on post-marketing surveillance in order to keep the industry regulated.
Questions:
Q. 1 Develop the plan of action as a remedial measure.
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Q. 2 Ethical issues of concern in Direct to Consumer marketing.