Double Speak of Drug Ads to Change

Following concerns around Vioxx and Celebrex, happy go lucky drug commercials are likely to end.

According to a Kaiser Family Foundation study, just 18 percent of people believe the ads most of the time and an Ipsos-Insight study found 19 percent were prompted by an ad to call a doctor, down from 25 percent in 2002. The new direction drug ads take is unclear but some sense they will become more factual in terms of describing the disease and referring people to doctors as brands take the back seat.

Our sense is drug advertising is ridiculous in the first place. No one, other than a doctor, is in the position to make decisions on which drug is right for them. Promoting drugs to non-doctor consumers is pointless and just raises undue concern and questions. Other than aspirin and cold remedies, drug companies should limit their marketing to doctors - those able to make an informed decision of the appropriateness of the drug. The current explosion of drug ads is simply breeding a whole new generation of hypochondriacs.