Back in November 2012 I wrote a piece called “Don’t Ask Your Doctor.” The primary message was that
problems with discipline lead people to seek out easy answers, in this
case, the pills instead of the lifestyle change. That behavior makes them particularly
susceptible to the advertising of drug companies featuring the healthy-looking
actors portraying cured patients enjoying good times with their families and friends as the
required warnings and side effects stream along the bottom of the screen. It’s typical advertising playing upon our
insecurities and fears.
I concluded with another important reason not to ask your
doctor. “When we ask our doctors, we put
them on the spot. The drug may not be the best choice. At this
point the doctor can give us the lecture about how we should take better care
of ourselves, or else take the easy way out for them by writing a
prescription. They must choose between disappointing or angering a
patient or just giving in. The drug companies count on this pressure,
betting that some proportion of doctors will choose to avoid the
often-fruitless argument.” When the
doctors cave the drug companies win.
Last November, three years after I wrote that, the AMA called for a ban on direct advertising to consumers for yet another reason. A spokesman for the group said, “Today’s vote
in support of an advertising ban reflects concerns among physicians about the
negative impact of commercially-driven promotions, and the role that marketing
costs play in fueling escalating drug prices."
Only two countries do not ban direct-to-consumer advertising of
prescription drugs, the United States and New Zealand. “Advertising
dollars spent by drug makers have increased by 30 percent in the last two years
to $4.5 billion,” and economic understanding tells us that all these costs must
be baked into the final price of the drugs.
Last week the New York Times expanded on the issue pointing
out that these ads generally emphasize high-cost drugs and “big-ticket
treatments like joint replacements and cancer care.” It is not just the drug companies, but the
entire healthcare industry driving up costs with slick advertising. “The health care industry [overall] spent $14
billion on advertising in 2014, according to Kantar Media, a jump of nearly 20
percent since 2011.” This trend raises
concerns within the medical profession that the practice will increase prices of all treatment by encouraging
patients to seek out more expensive and possibly inappropriate treatments.
So there are at least four good reasons not to ask your
doctor and to let him or her help you make the best possible decision without
outside interference. I know it would be
hard to mute or ignore an ad that seemed to be addressing a cure for some
condition making me miserable, but the alternative (as we wait for a legal ban)
is to watch the prices of all treatments, and drugs in particular, continue to escalate.
No comments:
Post a Comment
Click again on the title to add a comment