The pharmaceutical industry's heavy spending on direct-to-consumer (DTC) drug advertising may not be paying off by increasing sales for the promoted products, reported researchers at the Medical University of South Carolina.
Although the study found that the television ads made patients more aware of medications such as Pfizer's Celebrex (celecoxib) and Merck's withdrawn drug Vioxx (rofecoxib), the researchers uncovered little evidence that physicians actually were prescribing more of the advertised drugs. The researchers called that finding good news, noting that it suggests that the effects of DTC advertising may not be as "pernicious" as many critics feared.
In Seniors: Consider CMV Serostatus
When Recommending Flu Vaccine
Older people who have cytomegalovirus seem to have less robust responses to the trivalent influenza vaccine than those who do not have CMV.
News from the year's biggest meetings
Clinical features with downloadable PDFs