There’s a lot of problems with this situation, but I don’t think that the solution to the problem is a ban or restriction on advertising. The pharmaceutical companies need to shape up some, but so do the patients and the doctors.
As a patient, I have a duty to myself to be informed about my medical condition. If I have a particular condition, I should occassionally read up on recent studies about it, and see what treatment options there are out there. Obviously, self-diagnosis is dangerous, but learning a little bit about stuff so that I can ask someone who is qualified to make those sorts of decisions. The harm isn’t with the information, its what we do with the information. Going in and double checking that my doctor has heard about it and weighed it as a treatment option is reasonable; going in and demanding the pill is dumb and should be shot down.
Doctors need to stay up to date, but expecting them to stay up to date on every medication for every condition is ridiculous. Perhaps a he subscribes to journals A, B, C, and D, but the new study for a condition I have was published in journal E. Is he irrepsonsible for not knowing about it, particularly if it’s relatively recent? What if it is in a journal to which he subscribes, but he didn’t exactly scour the article with a particular patient in mind. Is he irresponsible for not immediately thinking that new treatment X is perfect of me? The whole idea would be that the patient says “hey doctor, I heard about this new treatment for my condition, what do you think?” And he can either provide an immediately informed response, because he knows, or maybe he hadn’t heard about it or hadn’t researched it yet, and he can read up on it, and then make an informed decision. The other problem is, of course, doctors getting freebies and kickbacks for subscribing, but that’s more of an ethics thing, and when you hear about it, you should never see that doctor again.
For pharmaceuiticals, putting out ads for new medicines makes sense. There’s plenty of stuff I see advertised on television that obviously isn’t something the general public is going to be interested in. Their goal, however, should be product awareness, as in, there’s a need drug that can be used to treat certain conditions; ask your doctor about it. If I’m too stupid to do a little research on it first, it’s my fault. If my doctor is a moron and just gives it to me because I asked for it, or because he gets a kickback, he’s a bad doctor.
What really pisses me off though are the ads that try to convince me I have a condition, describing symptoms and then telling me about a magic pill. Or showing a generic commercial that doesn’t really tell me what a pill is supposed to be for, but tells me about how awesome it is. The thing is, if it’s something that’s serious enough that I need to be on regular medication for it, I’ve probably already been to the doctor for it and I don’t need you to convince me to do so. I do think these types are particularly unethical, but I’m not really sure what can or should be done about them without affecting the types that I think are legitimate.
Either way, it’s just information, and I don’t want the government restricting my access to it, even though I have zero personal interest in any of the medications I see advertised on TV.