Direct-to-consumer advertising of prescription medications: implications for patients with cancer.
OBJECTIVE
To review the phenomenon of direct-to-consumer (DTC) advertising of prescription medications in the media, with an overview of pertinent studies in the literature regarding patients' and healthcare professionals' perspectives on DTC advertising.


METHODS
Journal articles, media, and clinical experience.


RESULTS
DTC advertising of prescription medications is extremely prevalent in U.S. society. Advertising of medications is an expensive business; yearly spending is expected to reach $7.5 billion by 2005. Although opinions vary regarding DTC advertising, healthcare professionals, including oncology nurses, must be prepared to discuss DTC-advertised medications and treatments with their patients.


CONCLUSIONS
Communication is the key to helping patients decipher the deluge of DTC advertisements in the media and determine the accuracy of this ever-increasing source of medical information.


CONCLUSIONS
Oncology nurses need to be aware of the increases in DTC advertising of prescription medications and the importance of guiding patients through appropriate medication choices by education.
Viale
Pamela Hallquist
PH
Santa Clara Valley Medical Center, San Jose, CA, USA. PGViale@aol.com
D000329:Advertising; D004345:Drug Industry; D006801:Humans; D009369:Neoplasms / Q000451:nursing*; D009723:Nurse-Patient Relations; D010353:Patient Education as Topic; D010358:Patient Participation