Pharma TV

By Bernice Hurst, Managing Director, Fine Food Network

European countries do not permit drug companies to advertise their wares directly to patients. They cannot use either radio, television or print media to tell people about recommended treatments for specific illnesses. Consumers must either search the internet or visit their doctors for advice and information.

London’s Guardian, however, earlier last week said four of the largest pharmaceutical companies – Johnson & Johnson, Pfizer, Novartis and Procter & Gamble – are proposing to launch a European television station to tell the public about their drugs. The move comes as lobbyists push for an end to a European ban on direct advertising of medicinal drugs.

“Pharma TV would be a dedicated interactive digital channel funded by the industry with health news and features but, at its heart, would be detailed information from drug companies about their medicines,” according to the Guardian.

Many of us, in RetailWire discussions, have advocated transparency and sufficient information for consumers to make informed decisions. Those are the very features that could be the most important potential advantage of the new channel. Education and fair and balanced information can, arguably, save lives.

But, as the Guardian report shows, there are grounds for concern. It is the European Commission’s trade arm, backed by “a number of influential patient groups themselves heavily funded by drug companies,” considering the proposal rather than its health arm.

Furthermore, consumer organizations have warned, “companies will play down risk, and that their real interest lies in boosting profits.” In addition, “the International Society of Drug Bulletins (ISDB) – consumer publications which analyze the benefits of drugs and draw comparisons between them – warns that the industry is not a reliable source of trustworthy information.”

The self-regulating channel, referred to as European Patient Information Channel, will be viewable on both television and the internet. It will have an “on demand” facility providing information about drugs “to enable patients and citizens to make better decisions,” according to Scott Ratzan of Johnson & Johnson. A board of medical, pharmaceutical and patient representatives will hear complaints but it may be safe to assume that in view of its unique sponsorship by four major companies, strenuous efforts will be made to avoid obviously unfair bias.

Which means that it could provide the best of all possible worlds. Information, at least useful if not essential, without prejudice and available at will to those who seek it. Being a dedicated channel, viewers have the option not to watch. Unlike American stations that show countless commercials about drugs, this is one where personal choice can be exercised at will.

Discussion Questions: Is a drug channel on television and the internet more likely to be an opportunity for educating people or one for advertising induced hypochondria? Do you see such a channel as being able to deliver unbiased reporting on drug developments?

[Author’s commentary] One thing that worries me is the potential effect on doctor patient relationships. Patients could spend more time telling their doctors about their conditions and requesting specific treatments. Conversely, doctors could spend less time offering explanations, expecting patients to do more for themselves. While some doctors might appreciate patients who have done their homework and know what they need, others might be wary of self-diagnosis, possibly influenced by drug companies whose priority is to sell product. There are few who doubt that the American system of medical care is a shambles and exorbitantly expensive. Exposing consumers in other countries to even more information about drugs and diseases could serve to spread bad, rather than good, practice.

• Coming soon: the shopping channel run by drug firms – Guardian