Prescription medication advertising: professional discomfort and potential patient benefits - can the two be balanced?

This paper reviews current controversies surrounding direct-to-consumer (DTC) promotion of prescription drugs in an attempt to address the empirical information void and to provide a framework for sound policy deliberations by policy-makers.

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...