Direct to consumer advertising--also called DTC advertising or simply DTCA--is a term commonly used in the health care industry that refers to prescription drug advertisements directed toward patients. DTC advertising is a way that drug companies can create interest in products and increase sales. DTC advertising is considered controversial; there are numerous potential advantages and disadvantages to DTC advertising for patients, drug companies and health care professionals.
Increasing Health Awareness
A potential benefit of DTC advertising is that it can increase patient awareness of diseases and drugs that may alleviate them. For instance, a person with high cholesterol may not know that there are prescription drugs available that can help suppress cholesterol levels, but they might find out by watching a TV advertisement. Consumers who are more aware of health issues are more likely to address them.
Sales Pitches
While DTC advertisements may contain drugs that can help consumers, their purpose is ultimately to sell a product. Advertisements may attempt to exaggerate the benefits of a product or mislead consumers in some way. For instance, ads may show people having fun doing leisurely activities, even if the drug has serious side effects that impact many patients. Some DTC ads called help-seeking ads give information about medical conditions but do not recommend specific drugs.
Government Regulation
DTC advertisements are regulated by the US Food and Drug Administration (FDA), which generally requires that drug companies tell consumers about all of a drug's risk information in a product claim ad (an ad that directly recommends a product and tells the consumer what it does). According to the FDA, broadcast ads may, however, omit certain information as long as the ads tell viewers or listeners get the full FDA-approved prescribing information, which describes all of the drug's risks. If a consumer does not take the time to fully research a drug seen in an ad, they may be subjected to unexpected side effects. The FDA also attempts to ensure that consumers are not misled or deceived by ads.
Research
Large prescription drug companies invest a substantial amount of money in the research and development of new products. This research can help identify new drugs to treat illnesses that currently have no good treatments. DTC advertising is a way for companies to increase the revenue of their existing drugs to offset the investment spent on research and development. On the other hand, marketing campaigns are expensive and can reduce funding for reservation development if advertisements are not successful.
