Author Affiliation: Mr Holmer is president, Pharmaceutical Research and Manufacturers of America, Washington, DC.
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
Holmer AF. Direct-to-Consumer Prescription Drug Advertising
Builds Bridges Between Patients and Physicians. JAMA. 1999;281(4):380-382. doi:10-1001/pubs.JAMA-ISSN-0098-7484-281-4-jcv80008