Washington Focus

Bitter Pills

Daniel L. Jaffe
ANA Washington Office

 

Winston Churchill once said, 'There is nothing more exhilarating in life than to be shot at and missed.' What Churchill did not mention is that we should not get too exhilarated if those who are using us for target practice still are armed, angry and have more ammunition.

This in fact is the situation that presently faces the advertising community in the Direct to Consumer (DTC) prescription drug advertising arena. Politicians on both sides of the aisle are acutely aware that voters are increasingly concerned about health care costs, and are demanding the provision of federal prescription drug benefits.