Drug Companies - Have They Gone Too Far?

The Food and Drug Administration is taking a hard look at drug companies offering coupons, free music and similar type advertising to attract consumers to specific medicines. The FDA has plans to hold public meetings to discuss the way companies promote prescription drugs and "That is one of several questions" that will be addressed at the meeting, said Dr. Rachel Behrman, deputy director of the FDA's Office of Medical Policy. "Advertising strategies typically used in nonmedical settings have raised concern when such strategies are applied to prescription drugs" said the FDA agency when announcing the November meeting.

"For example, some companies offer consumers coupons, free samples, free trials, and money-back guarantees for prescription drugs ... Are these approaches appropriate ways to influence consumers?"

The Public Citizen consumer group voiced their disapproval to an Internet advertising campaign for the prescription acne drug, Differin. The ad offered 10 free music downloads to individuals who purchased the drug and refilled it. A similar ad was shown on MTV music, a channel that attracts a young audiences.

"Bribing physicians has long been held to be illegal. This advertisement essentially pays teenagers to convince adults to procure this drug for them, with the size of the payment in proportion to the amount of drug prescribed," said Peter Lurie, deputy director of Public Citizen's Health Research Group.

David Margulies, representing Differin maker Galderma Laboratories LP, said the ad campaign "encourages individuals to seek help from a qualified physician for a serious medical problem. Only the physician can prescribe Differin."

Behrman added that free music was "not the only technique. It seems obvious that will raise people's attention because it's kids; but there are other techniques, like coupons" that FDA officials are examining.

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