title: Direct-to-consumer advertising.
abstract: These issues will be debated and should be, even as DTC advertising of prescription drugs becomes further entrenched. I hope that physicians will see DTC advertising not as a nuisance, but rather as an opportunity to enhance health care by enabling more people to understand diseases and treatments, treat more broadly diseases that now are underdiagnosed or undertreated, and become better communicators and deliver more caring medical attention to their patients.
authors.affiliation: Regulatory Services, APCO Associates, Washington, DC 20036, USA. wpines@apcoassoc.com
authors.forename: W L
authors.initials: WL
authors.lastname: Pines
mesh_terms: D000329:Advertising / Q000191:economics / Q000379:methods*; D006801:Humans; D010353:Patient Education as Topic; D004364:Pharmaceutical Preparations; D014481:United States; D014486:United States Food and Drug Administration
chemical_list: D004364:Pharmaceutical Preparations