Drug Makers Put Half of Ad Money Into Television

When the U.S. Food & Drug Administration eased the rules for direct-to-consumer advertising last August, there was speculation that pharmaceutical manufacturers would take full advantage of the opportunity. Bull's-eye.

Scott-Levin, the health care consultant, says half of drug manufacturers' ad dollars were spent on television during the first two months of 1998 — almost double the pace set in 1997. And IMS Health, which tracks drug trends, predicts all spending on direct-to-consumer advertising will reach $1.3 million in 1998, 50 percent more than in 1997.

Not surprisingly, IMS found corresponding increases in patient requests for specific drugs. In response, managed care plans are redoubling physician education efforts about formularies.

In a speech to health care and business leaders, Richard Waltermire, R.Ph., a senior vice president for Pharmacy Gold, the pharmacy benefit management company, warned that direct-to-consumer ads play down drugs' side effects and raise unrealistic consumer expectations about quality of life.

But whether TV advertising affects prescribing is still a matter of debate. In the Scott-Levin audit, 60 percent of doctors said direct-to-consumer ads are not always reliable sources of information.

Career Opportunities

HAP, a subsidiary of Henry Ford Health System, is a nonprofit health plan providing coverage to individuals, companies and organizations. This executive develops strategies to meet membership and revenue targets through products, pricing, market segmentation and advertising.  Aligns business among Business Development, Commercial Sales, Medicare and Public Sector Programs and Product Development. Seeks to enhance and be responsible for business development and expansion through the development of an effective product portfolio, strong interpersonal relationships and service excellence.

Apply via email to jfedder1@hfhs.org or online at http://p.rfer.us/HENRYFORDlXqAJA

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