IF YOU HAVE…….
For anyone watching television these days, they are hard to escape. You know, the “if you have” commercials. If you have erectile dysfunction, firbromyalgia, dry eyes, rheumatoid arthritis, osteoporosis, or over active bladder. It seems like pharmaceutical companies have been hawking us their products, via “direct to consumer marketing” on the tube forever. As a mostly free-market individual, I am usually blasé about such things, but I for one would like to see these advertisements banned.
When my patients come to me with medical problems, I try to prescribe the best solution for their problem. Often it is a generic medication, but sometimes when no generic is available, brand name drugs are necessary. However, to create a need in the mind of the patient, when there is minimal or no problem, that drug “X” will cure disease “Y”, is often disingenuous. Yes, many middle age men have trouble maintaining erections, and in this respect the ED drugs have been nothing less than a godsend. However, how many men over the age of 55 wouldn’t want to have a stronger erection, but don’t actually have a disease? I once had a 90 year old male patient who asked me for a prescription for Viagra as his wife of 60 years sat in the exam room rolling her eyes, non-verbally pleading, “Please doctor, no, don’t do it.”
Or the middle age woman whose various aches and pains have now been diagnosed as fibromyalgia, who is telling me about all of the side effects she is having from her new medication. Not surprisingly it turned out she asked her family doctor to prescribe it for her after watching a television commercial.
Commonsense should tell us that non-life threatening illnesses might not be worth the encyclopedic list of potential side effects. Even the commercials themselves disclose this as they spend almost as much time telling us about all the bad things that can happen if we take their medicine, as the good ones. So is the newest, and usually most expensive, osteoporosis drug worth taking if it can also cause heartburn, back pain, bronchitis, diarrhea, headache, abdominal pain, dizziness, or (rarely) disintegration of the jaw?
I for one say it is time to ban consumer-driven marketing from television. We can’t prevent patients from researching their medicines on the web. But let’s stop creating a demand for the latest drugs in between episodes of “Lost” or “Scrubs.” Until then just pass me the remote so I can find the mute button.