• by Karl Greenberg , March 12, 2007

As government regulators mull restrictions on consumer advertising of prescription drugs, a study by the National Medical Association (NMA), representing 30,000 African-American physicians, suggests that its members--many of whom serve communities where many patients lack insurance and medical information--favor such direct-to-consumer (DTC) efforts.

A majority of the 322 member physicians surveyed during the NMA's annual convention last year said that such advertising is good for the doctor-patient relationship because it makes for better-informed patients.

The NMA study may give pharma companies an assist as the House and Senate consider new legislation with provisions allowing the U.S. Food and Drug Administration (FDA) to block new prescription-drug advertising for up to two years.

"The problem is that that perspective looks at the issue as if there is only risk and no upside benefits," says Dan Jaffe, executive vice president for government relations of the Association of National Advertisers. "The facts are that drugs may come on the market--for high blood pressure, or diabetes, or psychological illnesses--with the potential to help consumers and save their lives. [Under the proposed legislation], the FDA could block them from being seen by people for up to two years. We think that's wrong on public policy grounds and under First Amendment."

Jaffe said the NMA study will be influential because member physicians frequently are serving populations in under-served areas, and they see DTC as another method of communicating with patients who don't visit doctors regularly and don't know the signs of dangerous conditions.

"They are a highly regarded group, so I believe their views will be given serious consideration in the debate concerning DTC prescription drug ads."

Of the surveyed NMA physicians, 66% saw DTC advertising as a benefit to patients versus 55% in 2001, when the study was last done. Sixty-five percent saw such advertising benefiting physicians, versus 42% in 2001.

But most of the doctors surveyed also complained that such ads give people a false sense of what a medicine can do, and that they confuse people about the risks and benefits of medication. Not surprisingly, most also said ads can lead patients to pressure them to prescribe certain meds.

"Education is key ... and, according to our members, consumer advertising for prescription medicines helps educate patients," said NMA President Dr. Albert Morris in a release. "Our goal is to build on that inherent value by working with the pharmaceutical industry to make these communications even more helpful to under-served populations."

Specifically, the NMA is suggesting that advertisers do more DTC ads about chronic conditions prevalent in minority communities; educate doctors first about a drug before pitching patients; publicize prescription payment assistance programs in DTC advertising; increase the presence of DTC ads in traditionally African-American outlets to reflect a balanced presence in the mass media; increase cultural diversity and sensitivity in its ads; and create ads that encourage patients to be partners in their health care.

In August 2005, the Pharmaceutical Research and Manufacturers of America (PhRMA) published a list of 15 voluntary guiding principles for DTC advertising of prescription drugs. Among them: advertisers should foster communication between doctors and patients, mention other options such as better diet or exercise, state the medical condition for which the treatment is indicated as well as associated risks, and avoid media buys that expose ads to an inappropriately young audience.

Although consumer advertising of prescription drugs has been technically legal since the 1970s, TV ads for prescription drugs didn't really take off in broadcast media until 1997, when the FDA said drug companies could sidestep requirements to list drug risks, side effects, effectiveness, complications and contra-indications by pointing consumers to a toll-free number, print ad, Web site or practitioner.