Section V: Internet Issue Mini-Essay
Since the early 1980s, major changes have
taken place in the pharmaceutical prescription drug business. Significant
technological and scientific advancements in the last two decades have
made the industry among the most rapidly growing in the world. A benchmark
of the changing business occurred in the early 1980s when Boots Inc. began
promoting one of its prescription drugs directly to consumers. Called
Rufen®, this drug marked the pharmaceutical industry’s first
direct-to-consumer advertising effort. (1)
In the last 20 years, the practice of direct-to-consumer advertising has
continued to evolve, incorporating new media and marketing techniques.
Most recently, Internet advertising has become an outlet of considerable
pharmaceutical spending as well as a source of controversy. Specifically,
the marketing and selling of prescription drugs online is a major point
of debate. Potential risks of buying prescription medicines online include
obtaining an inappropriate medicine for your condition, receiving phony
or out-of-date medicines, and receiving medicine of sub-standard quality.
(2)
Consumers/patients, health care physicians, and the pharmaceutical companies
themselves are the three main groups directly involved with the issue.
The groups are connected in the sense that the Internet and growing technology
has merged them into a general community with a similar interest in pharmaceuticals.
Conversely, the groups are disconnected in that varying levels of education
and influence establish gaps in the fluidity of information exchange.
These gaps are responsible for mislead consumers, profitable advancements
(and regulatory setbacks) for drug companies, and pressured doctors.
Through Internet ads, consumers are able to access a vast amount of information
about a certain prescription drug. However, this information may sometimes
be incomplete or even too technical for a regular consumer. The opposite
may be true to physicians; there may not be enough information on the
Internet about a certain drug. Also, due to increased awareness, patients
may request unnecessary drugs based on what they have seen online. (1)
Marketers seem to benefit most financially, having the ability to monitor
Web site visits and modifying their efforts accordingly.
These factors are but a few of the points to consider in the controversy
of Internet advertising of pharmaceuticals. While the FDA and other regulatory
commissions are hard at work monitoring current ads and accessing future
needs for limitations, there are some important things to remember when
surfing the Internet for a prescription drug. The FDA’s Center for
Drug Evaluation and Research outlines some precautionary measures: take
only medicines prescribed by your doctor, buy only from sites that require
prescriptions from a physician, do not buy from sites that sell prescription
medicines without a prescription, and do not buy from sites that sell
merchandise not approved by the FDA.
NOTES:
(1) Ashish Chandra, Susan Casas de Betancourt, and Christine Wyble,
“Pros and Cons of Marketing Pharmaceuticals on the Internet,”
(Conway, AK: Small Business National Advancement Center, Southwestern
Marketing Association Conference Proceedings, 1999, accessed 28 January
2003); available from http://www.sbaer.uca.edu/Research/1999/SMA/99sma138.htm;
Internet.
*This source has considerably credible references. These include publications
such as American Medical News, US Pharmacist, Pharmacy Business, and
Pharmaceutical Executive. The World Health Organization is also cited.
(2) The Center for Drug Evaluation and Research, “Buying Prescription
Medications Online: A Consumer Safety Guide” (Rockville, MD: The
United States Food and Drug Administration, 28 February 2003, accessed
26 January 2003): available from http://www.fda.gov/cder/drug/consumer/buyonline/guide.htm;
Internet.
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