Prescription medication advertising: professional discomfort and potential patient benefits – can the two be balanced?

This paper reviews current controversies surrounding direct-to-consumer (DTC) promotion of prescription drugs in an attempt to address the empirical information void and to provide a framework for sound policy deliberations by policy-makers. While brand specific DTC promotion is currently restricted to only two developed countries, the issues discussed are relevant not only to countries contemplating deregulatory provisions but also to all those impacted by the diffusion over time of new electronic media such as the internet. The paper begins by reviewing the principal arguments put forward by supporters and by opponents of the activity. It then reports on a series of interconnected empirical studies that examine perceptions of the impact DTC has on patient consultations and on the physician–patient relationship in New Zealand, one of the markets where prescription drug promotion direct to consumers is permitted. It concludes with a discussion of managerial implications in order to facilitate informed debate regarding DTC promotional activity and offer a number of potential directions for future research.