In a controversial move, the American Medical Association recently called for a ban on advertising prescription drugs and medical devices directly to consumers. The effort is largely symbolic because any ban would have to be authorized by Congress. But doctors resent the increasing pressure the ads place on them to write prescriptions out of concern patients will switch physicians. And they argue that many ads aimed at consumers promote more expensive medicines. Richard Meyer, a former Eli Lilly marketing executive, who is now an industry consultant who runs the World of DTC Marketing blog, explains why he believes the AMA is misguided.
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