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January 27, 1999

Direct-to-Consumer Prescription Drug Advertising Builds Bridges Between Patients and Physicians

Author Affiliations

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

JAMA. 1999;281(4):380-382. doi:10-1001/pubs.JAMA-ISSN-0098-7484-281-4-jcv80008

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