Riggs David L, Holdsworth Stacy M, McAvoy David R
Eli Lilly and Company, Indianapolis, Indiana, USA.
Health Aff (Millwood). 2004 Jan-Jun;Suppl Web Exclusives:W4-249-52. doi: 10.1377/hlthaff.w4.249.
Pharmaceutical advertising was historically directed toward health care professionals and mainly communicated through medical journals. The arrival of direct-to-consumer advertising has sparked both praise and criticism. Although current Food and Drug Administration requirements for drug promotion were written from a health care professional perspective, the same regulations have been applied to advertising directed at consumers. This has led to questions regarding the appropriate method for communicating detailed medical information. Rigorous research is needed to evaluate and determine the most effective format for communicating benefit and risk information to consumers. New standards for drug advertising to consumers should be grounded in data derived from this type of research.
从历史上看，药品广告主要面向医疗保健专业人员，并且主要通过医学期刊进行传播。直接面向消费者的广告的出现引发了赞扬和批评。尽管美国食品药品监督管理局目前关于药品推广的要求是从医疗保健专业人员的角度制定的，但同样的规定也适用于针对消费者的广告。这引发了关于传达详细医疗信息的适当方法的问题。需要进行严谨的研究来评估和确定向消费者传达益处和风险信息的最有效形式。面向消费者的药品广告的新标准应以这类研究得出的数据为基础。
