So expect all of the polite reticence that has been developing around direct-to-consumer advertising to fade.
The firm's direct-to-consumer advertising made no mention of the potential risks of taking Vioxx.
In fact, it is possible that some of the greatest success stories of direct-to-consumer advertising are overblown.
America, which accounts for some 40% of global drug sales, introduced legislation in 1997 that allowed direct-to-consumer advertising of pharmaceuticals.
If there was a regulatory mandate for all pharma companies to cease direct-to-consumer advertising for prescription drugs and vaccines, what would happen?
Many of the FDA panelists argued that direct-to-consumer advertising should stop.
Direct-to-consumer advertising was 14% of the promotional pie--significant, but not overwhelming.
That early success came without the support of any direct-to-consumer advertising.
An even more powerful stick: limit direct-to-consumer advertising for at least a year, until safety is assured, as has been suggested by the Cleveland Clinic's Eric Topol .
Perhaps as a condition of direct-to-consumer advertising, drug companies should have to set aside some funds to pay for advertisements that would alert consumers when something goes wrong.
Another argument: Despite the flood of direct-to-consumer advertising on Vioxx, much of the responsibility for balancing the risks and benefits for Vioxx users fell on the shoulders of doctors.
There are myriad expenses involved in delivering Provenge, but the message should be clear: using a tried-and-true tactic like direct-to-consumer advertising might have helped Dendreon avoid some of the ensuing mess.
FORBES: Is The Dendreon TV Campaign For Provenge 'Too Little, Too Late?'
At first, Takeda will not be using direct-to-consumer advertising.
Psaty suggests that limits on direct-to-consumer advertising might help, as might the power of formularies, the lists of approved medicines that insurers and hospitals use to help control costs and, sometimes, to ensure safety.
Among his suggestions: better methods for tracking drug side effects, substantially less direct-to-consumer advertising, and giving the FDA the legislative authority to force drugmakers to conduct trials that fully examine the risks of their medicines.
In America, drug firms have done well out of direct-to-consumer promotion since hard-sell television advertising was allowed for prescription drugs in August 1997 (see article).
ECONOMIST: Let advertisers tell Europe��s patients more about drugs
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