DTC advertising's benefits far outweigh its imperfections.

Direct-to-consumer (DTC) communication about pharmaceutical products enables consumers to take a hands-on interest in their own health care. A growing body of research and expert opinion supports the view that the information presented in DTC communications informs patients' decision making and leads to more productive physician/patient encounters. Arguments that DTC advertising leads doctors to write unnecessary prescriptions and increases costs are unfounded. Criticism of the practice may also be shortsighted, because outpatient drug treatment can substitute for more costly therapies and hospitalizations. Public debate should focus on making information clear and comprehensible so that consumers can get maximum value.