In late 2015, the American Medical Association called for a ban on DTC advertising of prescription drugs and medical devices, drawing the conclusion that the billions of advertising dollars being spent to promote prescription products was helping to inflate the cost of prescription drugs. Physicians cited concerns that a growing proliferation of ads is driving demand for expensive treatments despite the clinical effectiveness of less costly alternatives.
Alexandra von Plato, Group President, North America, PHCG says: “The next generation of DTC communications will not be advertising dominant; it’s going to be content dominant. It’s a way for pharmaceutical companies to package valuable substance with the sell. And that’s going to help us help people understand complexity better and ways for patients and healthcare professionals to have more information and be more informed.”