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.