The use of mass media—e.g., TV, magazines, newspapers—to publicly promote drugs, medical devices or other products which, by law, require a prescription, which targets consumers, with the intent of having a patient request the product by name
Drawing on his decade as a pharmaceutical business reporter, Critser, who is also the author of Fatland: How Americans Became the Fattest People in the World, chronicles the rise of DTC, or direct to consumer advertising.
Pharmacia and Pfizer want to know how Celebrex is performing compared to Merck's Vioxx, where it is gaining market share, and what the correlation is between direct to consumer advertising and drug sales.
Latest Newsweek Ad Urges Men to 'Enjoy What It [Viagra] Can Do to Improve Your Sex Life,' 'Even if it Only Happens Once in a While'; US' Largest AIDS Organization Calls on Pfizer to Place Public Health Above Profit and End All Direct to Consumer Advertising of Viagra
Not only does sending this reckless message contribute to the spread of sexually transmitted diseases, but it is also part of a pattern of irresponsible Direct to Consumer advertising by the drug industry.