There are no doubt, many possible remedies, programs, and policies that could potentially address some of the problems presented by DTCA of prescription drugs.  Not all solutions, however, off a plan that wholly address the problem of DTCA.  Doing nothing, that is continuing to follow the 1997 "Draft Guidance," does not seem to solve anything, because it in no way guarantees that the information in DTC ads results in a benefit to consumers and the patient-physician relationship.  Forcing the drug companies to spend as much time in ads on risks as they do benefits, although an improvement, also does not guarantee this type of benefit.  And although outlawing DTCA, even if possible, would guarantee that consumers are not harmed, it does not really address the problem.  DTCA is here to stay, but the current advertising atmosphere must be shifted from simply selling, and move closer to informing.

 

The creation of mandatory testing policies for DTCA seems to satisfy this goal.  Such a program would be overseen by the FDA, and require that all ads be tested with focus groups made up of consumers and physicians before airing.  This solution appears to be more pragmatic and effective than others.

 

Focus groups would act as representatives for consumers and physicians.  They in turn would grade each ad on its clarity and substance, answering questions about the clarity of the ad, its amount of risk information and the level of balance within its presentation.   If the focus groups acknowledge that the information presented to them in potential ads results in a benefit, there is a reasonable chance that the information in such ads will benefit all consumers and not harm the patient-physician relationship.  The opposite is also likely.  If the focus group feels that the ad is misleading or vague, then it fails, and is revised in order to guarantee a benefit to consumers.

 

The effectiveness of this policy could also be evaluated relatively easily in the future.  One way of doing this would be to further evaluate physicians' opinions involving DTCA.   If this solution does help to guarantee beneficial information to the consumer and does not harm the patient-physician relationship, the physicians' attitudes towards DTCA will probably become more positive.  The drug companies claim that DTCA provides information that benefits the patient-physician relationship.  Physicians, however, currently seem to not feel this way.  If this policy is successful, more physicians will feel that DTCA is having a positive effect, by providing beneficial information to the consumers.