Page 10 - Boca ViewPointe - November '19

Page 10, Viewpointe November 2019
Flu Shot Clinic Should Prescription Drugs

The Boca Pointe Community Association hosted
BPCA Management office. Residents received Flu Be Advertised On TV?
a Flu shot clinic on Wednesday, October 2nd at the
and Pneumonia vaccinations sponsored by Walgreens
Pharmacy. We would like to thank all of the residents By Harold Katz, R.Ph.
that participated and to Walgreens for providing this
opportunity to our Boca Pointe residents.  For over two decades,
one of the frequent “bridge
table” subjects that has
confronted consumers (and
Boca Pointers) has been
the advertising on TV and
other media of drugs only
available on prescription.
The FDA (Food and Drug
Administration), after careful study, allowed this to
commence in 1997. Initially, all the professions had a It is interesting to note that only two countries in
negative attitude towards these ads. This article attempts the world allow direct to the consumer advertising of
to describe a recent history of this DTCA (Direct-To- prescription only drugs: The United States and little New
Consumer Advertising) approach. Zealand.
In 2015, an article in the JAMA (Journal of the Here is another point of view, this one offered by
American Medical Association) stated: “There are marketing people: We live in a capitalistic environment.
concerns among doctors about the negative impact If the research-oriented drug firms did not earn a profit,
of commercially driven promotions and the role that or if their research did not offer an opportunity to earn
Harvey Kaplan marketing costs play in fueling escalating drug prices. a profit, investors would invest their money elsewhere,
DCTA inflates demand for more expensive drugs, even and the tremendous research facilities of PHRMA would
when these drugs may not be appropriate.” shut down. This U.S. industry is responsible for more
Another article in the same prestigious journal “break-through” medicines than any other country in
(JAMA) one year later offered this opinion: “DTCA can the world. It has helped to advanced health care and
motivate patients to bring to their physicians’ attention even the length of life of humans since its inception. A
information they receive about diseases and products. drug patent is exclusive for 20 years, beginning with the
Constraints on physicians’ time make it vital for patients registration of the patent. It takes most of those years to
to be educated outside of the physicians’ office so that set up and conclude studies of the drug to convince the
they can use time with their doctor as effectively as FDA (Food and Drug Administration) of its safety and
possible. DTCA also motivates patients to discuss issues, efficacy. Frequently, there are only 5 years or less of
especially highly stigmatized diseases such as depression exclusivity left upon approval. Getting a new medicine
or attention deficit disorder (ADD).” known quickly by DCTA efforts increases the time frame
The Pharmaceutical Research Manufacturers of for earning a profit (and most likely reduces the cost of
America (PHRMA) published this review in their marketing the drug and its ultimate cost to the patient).
journal in 2018: “An important benefit of DTCA is Effective July of this year, the FDA is requiring these
that it fosters informed conversation about health, advertisements to include pricing information if the cost
diseases, and treatments between patients and their of the medicine is more than thirty-five dollars for three
Cheryl Sivak and Sherri Costello RPh, Walgreens Pharmacist health practitioners. This serves the public health by days of treatment. It will be interesting to view how this
increasing awareness about diseases, educating patients new regulation is implemented.
about prescription options, motivating patients to contact Many of us are frightened by the list of side effects
MEDICARE their physicians to engage in dialogue about health (which must accompany the advertising.) Most of us
concerns. In addition, this can increase the likelihood
have difficulty pronouncing the chosen trade name of
OPEN ENROLLMENT that patients will receive appropriate care for conditions the drug as we see it on TV. However, all of us would be
thankful if the need for that particular medication arose
that are frequently under-diagnosed and under-treated,
and our doctor was familiar with its existence. To that
and it encourages compliance with prescription drug
treatment regimens.” end, DCTA serves a worthy purpose.
So here we are almost 2 decades since DTCA began, This writer invites your comments.
10/15 - 12/7 FOR 2020 PLANS and there are still varied opinions among professionals
about the value of this approach to the public. Harold Katz, R.Ph., is a resident of Costa del Sol. 
REVIEW YOUR PLAN
FOR CHANGES
Norbert Graber, R. Ph.
AND VERIFY and Lynn Graber, R. Ph.

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