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Alan F. Holmer, JD

JAMA. 1999;281:380-382.

	Since this article does not have an abstract, we have provided the first 150 words of the full text and any section headings.

Direct-to-consumer (DTC) advertising is an excellent way to meet the growing demand for medical information, empowering consumers by educating them about health conditions and possible treatments. By so doing, it can play an important role in improving public health.

"In health care, there is a general trend toward having consumers more responsible for their own health," according to Linda Golodner, president of the National Consumers League.¹

The sources of user-accessible information about health care have increased exponentially just in the past few years. More than 50 consumer magazines about health care appear on the newsstands every month. Many television stations have a physician dispensing medical news. Nearly one quarter of the Internet is devoted to health care information.² The Physicians' Desk Reference, once largely confined to physicians' offices, is now available in a consumer edition at pharmacy counters.

Along with these sources, DTC advertising is a . . . [Full Text of this Article]

Author Affiliation: Mr Holmer is president, Pharmaceutical Research and Manufacturers of America, Washington, DC.

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Direct-to-Consumer Marketing of Prescription Drugs: Creating Consumer Demand
Matthew F. Hollon
JAMA. 1999;281(4):382-384.
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