We all are exposed to prescription drug ads every day, on television, on the radio, on the Internet, or in the magazines. They are ubiquitous. On television alone there are, on average, 80 drug ads every hour, every day according to Nielsen Company data. Pharmaceutical industry spending on direct-to-consumer drug marketing totals approximately $4 billion each year.

Drug companies defend aggressive direct-to-consumer advertising, saying that drug ads play a necessary role in patient education, yet they heavily rely on traditional advertising techniques such as emotional appeals and “branding” rather than on the scientific facts. These pervasive drug industry marketing tactics push up costs by steering patients to the newest, most expensive, and widely advertised drugs, even when those drugs might not be the best choices for them in terms of safety, efficacy, and cost.

PPC fully supports consumer engagement in prescription drug decision-making and is taking action to help connect consumers in Maine with the best available, objective, scientific sources of information on prescription drugs to guide their choices and empower them to have thoughtful conversations with their prescribers. Replacing the marketing hype with credible, independent information can help patients become part of the movement toward evidence-based prescribing which can improve health care quality while controlling costs. The ultimate goal is to help consumers ensure they are getting the right drug at the right time for the right price.

PPC’s work to engage Maine consumers in evidence-based prescribing is supported by the Maine Health Access Foundation. The second year of this two-year grant builds on PPC’s previous work to promote evidence-based prescribing by reaching out to clinicians, including supporting the launch of Maine’s Independent Clinical Information Service (MICIS).

By addressing both prescribers and consumers in Maine, PPC is helping to shape how drugs are prescribed, moving the culture away from a top-down, commercially influenced approach and toward a norm of fully informed, shared decision-making.

PPC will develop channels for reaching Maine consumers, including working with large employers that are already actively attempting to engage employees in improving their health. There will also be a special focus on reaching out to pharmacies within the state, a natural ally in this important effort.

PPC will also tap into emerging online social networks of engaged consumers in Maine, to ensure that our message utilizes all of the existing channels for reaching consumers. For example, PPC is supporting the efforts of Quality Counts, the Maine Health Management Coalition, and the Maine Quality Forum as they work collaboratively on a Robert Wood Johnson Foundation initiative known as Aligning Forces for Quality. Specifically, PPC has joined Aligning Forces for Quality’s Consumer Engagement Leadership Team which has recently launched the HealthyME pages on Facebook and Twitter that give consumers information about staying healthy and managing ongoing health conditions. The pages also provide opportunities to connect with other
consumers and providers on the discussion boards.

Facebook: http://www.facebook.com/pages/
HealthyME/487810665006?ref=ts,

Twitter: http://twitter.com/HealthyME2

Finally, PPC will offer educational resources for consumers detailing where to go for unbiased information about prescription drugs, as well as questions to ask their doctor to ensure they are getting the safest, most effective, and most affordable drug choice. These resources will build upon and serve as a complement to the work of the Agency for Healthcare Research and Quality and Consumer Reports Health Best Buy Drugs™.