Big Pharma realizes their folly on direct to consumer advertising

Maybe not all of Pharma, just the smart ones.

Health Beat reports that a Roche executive acknowledges that “direct-to-consumer promotion [of drugs] was the single worst decision for the industry.”

It’s about time. I’ve said for awhile that this practice needs to be banned, and now at a time when the Obama administration is looking to pass easy, bipartisan initiatives – so-called “low-hanging fruit” – Big Pharma needs all the credibility it could get.

Instead, who can believe their claims of all those dollars spent on research, when multi-million dollar ad campaigns are saturating the airwaves.

Although they’ve realized their folly, it may be too late. The gravy train for pharmaceutical companies is about to come to an abrupt end.

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