Getting the message across

The debate over how much information about pharmaceutical products should be given direct to consumers by the manufacturers is one that arouses strong feelings on both sides of the Atlantic.

In the US, drug companies have recently introduced a voluntary code of practice to tackle concerns that direct-to-consumer advertising is misleading the public on the benefits and risks of prescription drugs.

While drug manufacturers argue that such adverts allow patients to take control of their own health, consumer groups and politicians have been getting increasingly concerned about the over-selling of the benefits, and under-selling of the risks, of prescription drugs such as Vioxx.

In Europe we are spared the bombardment of US-style TV campaigns, but the pharmaceutical sector still spends large amounts on encouraging consumers to buy over-the-counter remedies through TV and newspaper advertising. So do these efforts pay off, or do they just drive up drug prices?

Well, actually they do work, according to recent research by the Newspaper Marketing Agency (NMA). In the UK, national newspaper adverts in particular have been shown to be a powerful tool for reaching health-conscious consumers, particularly when they are clear on product benefits.

A key finding of the research is that when placed alongside health-related editorial, ads are more likely to generate interest and sales and to be viewed in the same way as editorial because they suggest solutions.

But increasing the volume of information available means that its quality is more important than ever. In the UK the Medicines and Healthcare products Regulatory Agency (MHRA) has pledged to clamp down on poor advertising by 'naming and shaming' those companies who use misleading advertising to promote drugs and other medical products.

Where appropriate it will take legal action against companies giving out confusing information or making inflated claims for their product, as well as publishing advert reviews on its website. And companies that regularly breach the guidelines will have their whole advertising portfolio scrutinised to make sure they meet the required standards.

A number of companies have already come under scrutiny, including GSK for appearing to promote its prescription-only asthma drug Seretide direct to consumers, and supermarket chains Tesco and Netto for volume promotions of analgesics.

So if you belong to the 'advertising is a waste of time' school, just think again about their power to inform and influence - especially when one of the Manufacturing Chemist sales team is on the phone!