Prescription medication advertising: professional discomfortand potential patient benefits - can the two be balanced?
Lynne Eagle and Kerry Chamberlain Massey University at Albany, Auckland, New Zealand
INTRODUCTION
DTC prescription drug promotion involves the promotion of brandspecific prescription drugs through mass media, including television, radio, newspaper and consumer magazines and through personalised communication (such as direct mail) with individual patients who are prescribed specific medications by their doctor, and, increasingly, through both advertising and 'editorial' content of internet sites.[1]
While
currently only the