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Attaining Medical Self Efficiency An Informed Citizens Guide by Duncan Long, page 13 The cheap-but-effective medications that can't be patented are also kept out of the limelight by the big companies paying for advertising and the mass media intent on making money through advertising. My conscience as a physician nevertheless demands that I offer to my patients sufficient resources so that he or she can decide which route to follow in their struggle to recover health. Pharmaceutical companies are willing to spend this kind of advertising money on only their most recently approved medication. . With an advertising budget greater than that of Budweiser beer or Coca-Cola, Claritin took off: sales grew from $1. Healthcare PR firms also undertake conventional lobbying strategies, such as opposing restrictions on "direct-to-con-sumer" advertising, which allows companies to market prescription and OTC drugs using the same techniques as toiletry items. Medical research alone cannot change what Americans eat.D.