Is it time to reconsider direct-to-consumer prescription drug advertising?

Forbes Magazine featured an article last week from a former pharmaceutical executive who asks if it is time to reconsider direct-to-consumer prescription drug advertising. The author claims that the purpose of the advertising was patient education, but the educational benefits may not be playing out, especially if consumers find the advertisements offensive or annoying. Also the long lists of potential side effects may make the messages meaningless to potential consumers. The advertisements have also carried risks and benefits for the drug companies, but it may be time to consider another approach.

The power of storytelling

My hometown newspaper The Milwaukee Journal-Sentinel ran a story today about the power of storytelling for patients and physicians. Letting patients talk longer and tell their story reveals more detail to physicians that can help them make a diagnosis. But it's not just talking to a doctor. Patients hearing the stories of other patients also helps them to think more about their own symptoms. The story and the studies it cites demonstrate the importance of communication in health care, not just doctors talking to patients, but doctors listening to patients and patients listening to peers.

Doctors lying to their patients

The Seattle Times and other outlets reported on the results of a physician survey published in Health Affairs this week that asks doctors about if and when they lie to their patients. According to the article, " Nearly 20 percent said they hadn't fully disclosed a medical mistake for fear of being sued. And 1 in 10 of those surveyed said they'd told a patient something that wasn't true in the past year."

The survey results point to the importance open communication by both doctors and patients. Doctors may feel they are ultimately helping the patient by lying or omitting information. Given that, it is particularly important for patients to be very clear about what and how much information they want. It is also important for physicians to realize that in order for patients to play an active role in their health care, they need honest and open information from their doctor.

Recruiting for clinical trials

ACRP Wire had an interesting article this week about a new advertising campaign by Yale University, inviting people to be a part of clinical research by taking part in clinical trials. The "Help Us Discover" campaign seeks to inform the public about what it's like to be a part of clinical trials, and includes information about the safety of clinical trials and special efforts to recruit from minority groups. Clinical research is dependent on participation from volunteers, but there are a lot of misconceptions about the nature of clinical research. It will be interesting to see if Yale's broad reaching campaign increase recruiting success.

Using actors to help train medical students

Milwaukee NBC affiliate TMJ4 ran a story this week about the STAR program at the Medical College of Wisconsin, which uses local actors to help medical students prepare for future patients. The use of standardized patients isn't new, but it is nice to see a community perspective on a very effective and memorable medical student teaching tool