The role and impact of marketing on the use and availability of drugs Research Paper

The role and impact of marketing on the use and availability of drugs in America and effective interventions to combat corporate marking strategies - Research Paper Example a moratorium on direct to consumer advertisements in order to give doctors an opportunity to learn about new drugs before patients demand prescriptions to ease their pain, bend their minds, or sleep through the night (2007, p.3). Direct-to-consumer advertising (DTCA) is a leading cause of drug misuse. The expenditure on direct to consumer advertising has been on a steady rise (Henry J. Kaiser Family Foundation 2000). The influence of drug advertisements is on the rise too. A survey conducted in 2004 showed that doctors believed that direct to consumer advertisement affected how they interacted with patients and in their profession. Previously, drug manufacturers used to promote their drugs only to professionals in the health care sector so that they can explain how the drug works to their patients. The trend changed in the early 1990s and manufacturers changed their focus to consumers. Advertisements targeting consumers began to emerge. Marketing led to increase in spending on prescription drugs as patients began following up on their healthcare. This led to another problem as patients began demanding drugs they had seen on advertisements from their physicians. Due to this, manufacturers intensified their ad strategies is order to benefit from high sales. Some companies are suspected to be giving misleading information about their products. Some exaggerate the ability of their products to treat certain ailments or how fast they can cure a person once taken. It is for this reason that proper guidelines should be set on how companies advertise their drugs. One of the ways may be to require that any drug advertised should include a list of any likely side effects. Drugs advertised should also not be allowed to describe what they do. Drug should also be properly labeled in accordance to the set guidelines. Emotional style advertising should be prohibited as it misleads buyers. Other strategies like rising of the legal drinking age may help reduce accessibility to