Medical Profession Evaluates DTC Advertising

CHICAGO The American Medical Association will study direct-to-consumer prescription drug advertising before taking a position on whether the practice should continue as it stands or be altered in some way.

The study, which is likely to take as long as a year, will look at how DTC advertising affects the doctor-patient relationship, whether the advertising has any educational value, how they affect consumer decisions and cost implications of the advertising. A recommendation about what position the AMA should take will come at next year’s annual convention, according to an AMA representative.

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