On TRACK: Intended and Unintended Consequences of Direct-to-Consumer Drug Marketing - Essay Example

It is a fact that among the fastest growing markets today as a result of direct to consumer marketing are those that deal with pharmaceuticals and as a result, the companies involved have come to be seen a threat to the health safety of the American public. This has been because the new form of advertising that pharmaceutical companies have adopted to promote their products have served to undermine the recommendations made by doctors concerning the use of such drugs, especially prescription drugs.

In fact, it can be said that this form of advertising has come to revolutionise the way individuals in the society view the consumption of drugs, tending to look at them as quick fixes for their medical problems without any need of looking at the various side effects of the drugs that they consume. This type of marketing, while being very effective in the provision of information concerning new drugs to the public, also has the negative effect of making individuals disregard their doctor’s advice concerning the use of this drugs and this is likely to create a future crisis in the healthcare sector.

Because of the disregard of the advice of their doctors concerning the use of prescription drugs, many individuals in the United States tend not to investigate the side effects of the drugs that they intend to use. This creates a situation where it becomes difficult to judge how certain drugs may end up affecting the individuals who use them since proper precautions are not taken by their consumers. Direct to consumer drug marketing tends to create a positive perception concerning all the products that are advertised because of the fact that they only show the benefits of the drugs and not the adverse side effects that these drugs may have on those individuals who consume them.

While this has been the case and despite doctors’ being opposed to the use of such marketing tactics by pharmaceutical companies, it has come to be found that the use of direct to consumer marketing of drugs is a factor that is here to stay and that it is in the best interests of the general public that these companies as well as medical practitioners cooperate to ensure the safety of these drugs to the consumers. While this is the case, it should also be recognised that this form of drug marketing is not as responsible to the consumers as it should be and because of this, it has to be heavily regulated to ensure that there is accountability from the drug companies towards the consumers of their products (Stange, 2007).

In conclusion, it can be said that direct to consumer drug marketing helps individuals to have an increased understanding of the usage of the various drugs in the market that deal with various ailments. This form of advertising seems to empower consumers in making their own decisions concerning the types of drugs they should consume to treat the various ailments affecting them and it creates an avenue for them to be more informed concerning the drugs that are currently in the market. Direct to consumer drug marketing is essential for the continued well being of those patients who would like to have more information concerning the drugs that are in the market and when seeking medical advice, they are able to discuss the various drugs that have been advertised with their doctors to ensure a wise choice is made concerning the dr