The "You think *you* got problems?" department:
In its wisdom, our gov't. started allowing advertisements by
pharmaceutical companies on TV, magazines, etc. - for branded drugs. Just
saw an ad on TV (3rd time this evening) that went:
" That may not be heartburn; that may be a serious disease called 'acid
reflux'. Be sure and ask your doctor if Prilosec (omeprazole) wouldn't be
right for you. This message brought to you as a public service by the
caring folks at Astra Merck."
Right.
Next day (Medicaid pt. or pt w/ Rx insurance) "Hey Doc! I want me some o'
that there new stuff for heartburn I see'd on TV las' night - I done
wrote it down here somewheres..."
(other pts.) "WHAT!! Three bucks a capsule??? Hell, Maalox does me just
fine anyways."
We now have the full force of Madison Ave. telling our patients to demand
the 'best' (including Pfizer's new Rx for impotence...), while our gov't
(responsible for the advertising mess in the first place) has to pay for
some of the resulting branded Rxs on one hand and exhorts us to Rx
generic on the other.
How would you like ads factored into your drugs budgets?
Plus ca change...
Philip G. Dunlap, D.O., MPH, MPM, PhD.
Pew Doctoral Fellow, Heller School, Brandeis University
4 Bailey Hill Road
Natick, MA, 01760, USA
[log in to unmask]
(508) 650-9097
(508) 650-9152 - fax
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