LETTER TO THE EDITOR: Let doctors prescribe medications, not advertisers

To the Editor:

I do not understand. The most expensive television advertising slots are around the national evening news and around major sports events, such as the Super Bowl. Why are the vast majority of these ads about medicines which are only available with a doctor’s prescription?

Almost all professionals (lawyers, doctors, engineers, dentists, etc.) are required to take continuing education courses. I am expected, as an attorney, to keep up with developments affecting my practice. So are physicians. I personally have complete confidence that if my doctor knows that I have a particular problem and sees a new solution to that problem, he will tell me. I do not have to “ask my doctor” about a new drug.

I think that the pharmaceutical companies and their advertising agencies find that the prescription medicine advertising that clutters the airwaves prompts patients to demand that their doctors prescribe the medicines they heard about in a commercial during the evening news, even if their doctors know that these drugs are neither appropriate nor needed, rather than run the risk of a malpractice lawsuit at some uncertain time in the future, saying that this medicine “might” have helped their problem.

This situation raises the cost of prescription medicines for all of us. Perhaps if the costs of such advertising were made nondeductible for income tax purposes, things might change somewhat.

Michael C. Hall

Albany

Michael C. Hall is a partner in the Albany-based Hall and Williamson PC law firm.