Pitts Peter J
US Food and Drug Administration, Rockville, Maryland, USA.
Health Aff (Millwood). 2004 Jan-Jun;Suppl Web Exclusives:W4-259-61. doi: 10.1377/hlthaff.w4.259.
According to Food and Drug Administration (FDA) research, direct-to-consumer (DTC) drug ads are not as empowering as they were even three years ago. How will the FDA's new draft guidances reverse this trend and affect the future of DTC advertising? Will they be a turning point, resulting in pharmaceutical companies' embracing an educational public health imperative, or a tipping point with politicians and the public zeroing in on aggressively targeted DTC ads as the postimportation pharmaceutical bête noire? The FDA believes that its new guidances strengthen the strategic argument that a better-informed consumer lays the groundwork for a better potential customer.
根据美国食品药品监督管理局（FDA）的研究，直接面向消费者（DTC）的药品广告甚至不如三年前那样具有影响力。FDA的新指南草案将如何扭转这一趋势，又会对DTC广告的未来产生怎样的影响？它们会成为一个转折点，促使制药公司接受教育公众健康的必要性，还是会成为一个引爆点，让政客和公众将矛头指向针对性极强的DTC广告，将其视为进口后制药行业的眼中钉？FDA认为，其新指南强化了这样一个战略观点，即信息更充分的消费者是更有潜力的客户的基础。
