PhRMA Continues Its DTC Ad Report Coverup

One June 1 I offered PhRMA chief Billy Tauzin $50 -- to go to a charity of his choice -- if the second PhRMA report on violations of its DTC guidelines named any names. Well, PhRMA published its second report the same day (guess I don't check the press release list often enough!) and you don't get any prizes for guessing that PhRMA has indeed named no names despite finding 458 "comments" about DTC ads. "Comments"? That's right -- PhRMA does not even distinguish between complaints and praise.

It's impossible to say anything meaningful about the report because it is so vague, has so little information it, and doesn't go into specifics in any way. For instance: 3 of its 11 pages are simply a re-listing of the guiding principles themselves.

This time the report is accompanied by a panel's recommendations, which also mention no names and don't go into specifics. But the panel report does offer some clues suggesting that some of the 458 comments raised serious issues.

For instance, the report says:

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"Many health professionals still feel unprepared to address patient issues about a new medicine when new DTC advertisements debut."

"The panelists expressed some concerns about ads that potentially glamorize a health condition (for example, by featuring celebrity patients in high-energy situations), or present unrealistically healthy patients who do not reflect the average consumer with the condition."

"The vast majority of DTC ads did not include mention of PhRMA’s Partnership for Prescription Assistance program or other assistance programs that provide low-cost or free medications to those in need. Members suggested that all ads should inform consumers of these resources."

These criticisms alone suggest that drug companies are not following their promises to fully detail doctors before starting DTC; that their ads are not all that truthful or educational; and that drug companies aren't as keen as they'd have us believe for us to take them up on their offers of free drugs for the uninsured.

As readers of this blog know, Lilly recently ended its PAP scheme in order to please Wall Street. So that's one company that won't be advertising its patient assistant efforts any time soon.

Both Ed at Pharmalot and John Mack both regard the new PhRMA report as a whitewash -- as do I (which is why there's an image of a bucket of whitewash at the top of this post, in case you didn't notice).

The only question now is, when will PhRMA begin to realize that its ridiculous DTC reports are hurting the industry more than helping it? My guess: Not any time soon, as Tauzin's Troopers are still basking in the glow of having defeated DTC reform.

Comments

[John Mack]

Bucket of whitewash! vs Bucket of cash! Priceless!