Librium
Medical advertising is a very hot topic for many reasons. In Europe it is illegal to advertise pharmaceuticals in magazines and other media outlets, including television. To date only two countries, the United States and New Zealand, allow direct pharmaceutical advertising to consumers. Medical advertising takes on many different forms beyond direct consumer advertising and the ethical dilemmas have long been debated.
Pharmaceutical Advertising to the Consumer
Direct pharmaceutical to consumer advertising is perhaps the most unethical of all medical advertising. Hardly a magazine can be opened, nor a television show watched, without encountering dramatic advertisements to the consumer. This is not a new phenomenon and goes back to the days when "snake oil salesmen" (individuals peddling cures for almost anything under the sun) would travel in caravans from place to place peddling their potions and cures.
In modern times the television and magazines have become the focus of the pharmaceutical industry. It is clearly frightening to be in a supermarket line and hear a child humming or singing a jingle to adult-oriented medications.
The question of ethics is one that was brought to the Senate floor in 2009 by Representative James Moran of Virginia, who proposed banning advertising during prime time for adult-oriented advertisements. Due to more pressing issues the bill was never actually voted on. Likewise Jerrold Nadler introduced the "Say No to Drug Ads Act" in June. It would force the IRS Code to be amended to prevent tax deductions for direct-to-consumer advertising of prescription medication.
Ethically the biggest question is why are laypeople being targeted to make medication decisions and are they qualified to make these decisions and in turn requests?
Hospital Advertising
The United States is a country that has a private health system. As a result competition among hospitals are fierce. Vying for the business of the consumer is an important part of gaining patients. The money spent on advertising for major private hospitals is astronomical. In terms of pure ethics the question should be asked if the money were not better used to lower prices for actual treatment of patients rather than soliciting patients. The question is often asked within medical circles and debated but neither the hospitals, the American Medical Association (AMA) or government have done anything to prevent this type of advertising, so should they?
Private Practice and Procedure Advertising
As with hospitals, private physicians and practices, especially within the plastic surgery industry, engage in extensive advertising. Ethically this is less black and white than is hospital advertising as these physicians and clinics, particularly plastic surgeons, are in fierce competition for elective procedures. Since the patient has more choice in whether to partake in these types of surgeries this is perhaps more ethical than other forms of medical advertising. The exception is general practitioners who no doubt have to raise their prices based on advertising.
Courting Doctors
It has long been a practice of the pharmaceutical and medical equipments industries to court doctors. Whether it is the latest medication, medical equipment or even specific procedures, the courting is quite elaborate. Oftentimes in addition to multiple visits to the various facilities or doctors they are working on, these specialized sales people set out to gain the favor of their "prey" and sell their medication or equipment. This may involve doling out free trips, gifts, dinners, party invitations, extensive free samples and at times outright flirtation by skilled sales personnel.
Arguments for this type of advertising include that they are "promoting" their products. Ethically it is pretty fair to say this is necessary to an extent but should likely be controlled as it borders on, or surpasses, ethical methods of advertising and promotion when gifts, trips and other favors are granted.
Considerations
Clearly without some form of direct marketing to medical personnel, new treatments and medications as well as equipment may well reach an endpoint without promotion and advertising. Advertising ideally should be aimed at the medical personnel themselves, not the prospective patients, and should be done so by means of seminars or other educational models. It is in a doctor's best interest to have the latest and best equipment, procedures and medications. The line should be drawn though when education becomes enticement and incentive rather than what is in the best interest of the patient.
Tags: best interest, consumer advertising, long been, medical advertising, Medical advertising