title: The great American medicine show revisited.
abstract: Since the late 1800s, changes in the advertising and marketing of medicinal drugs have produced heated debates in the United States. With the emergence of the modern prescription drug between 1938 and 1951, concerns that once focused primarily on patients' use of over-the-counter drugs were broadened to include physicians and their "doctors' drugs" as well. The medical profession's growing control over their patients' drug choices inevitably heightened the scrutiny of their own performance as consumers. Although deeply divided over issues of the patient's role in medical decision making, consumer activists and physician reformers expressed similar concerns about the impact of aggressive pharmaceutical marketing and advertising on the doctor-patient relationship, and starting in the late 1950s they employed strikingly similar strategies to counter the new corporate "medicine show." Yet their efforts to promote a more rational use of prescription drugs have usually been too little and too late to offset the effectiveness of pharmaceutical advertising and mar-keting activities.
authors.affiliation: Stony Brook University, Stony Brook, New York 11794-4348, USA. Nancy.Tomes@sunysb.edu
authors.forename: Nancy
authors.initials: N
authors.lastname: Tomes
mesh_terms: D000329:Advertising / Q000266:history*; D003657:Decision Making; D004345:Drug Industry / Q000266:history*; D011307:Drug Prescriptions / Q000266:history*; D049672:History, 19th Century; D049673:History, 20th Century; D006801:Humans; D010358:Patient Participation; D010817:Physician-Patient Relations; D014481:United States; D014485:United States Federal Trade Commission; D014486:United States Food and Drug Administration