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In spite of this tremendous risk, pharmaceutical advertisements are becoming increasingly common and, unfortunately, increasingly effective. Doctors are easy to manipulate, drug companies discover You may be wondering why doctors base their prescriptions on the requests of their patients, who usually have no medical training whatsoever. In 1991 the drug companies spent a paltry $55 million on advertising drugs directly to consumers.4 in 2000. It's more than a coincidence that many of the most expensive medications happen to be those medications that are most heavily advertised. Also, powerful members of the American government, from the President on down, are all lobbied heavily by the cash rich drug companies. Death By prescription by Ray D Strand, page 169 Surveys reported in our medical literature reveal that when a patient comes into a doctor's office and requests a specific drug that he has seen advertised in the media, the doctor writes the exact prescription the patient requested more than 70 percent of the time. They have been significantly investing in DTC advertising as well as expanding their sales forces for detailing physicians." However, by the same time, the bond between the AMA and the pharmaceutical companies was firmly established. Prominent physicians were paid to endorse proprietary drugs and doctors were deluged with free samples of pharmaceutical drugs. Through a series of maneuvers including a new rating system for medical schools aimed at eliminating homeopathic colleges, the practice of homeopathy had nearly disappeared as a force in American medicine by 1930. Bristol-Myers Squibb and Hoffman-La Roche, for example, added over one thousand salespeople over the last couple of years. 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. "There is kind of a self-selection process where physicians who are against alternative medicine end up being on the editorial boards of the journals," Dr." Lavish advertisements in medical journals carry similar messages. The vast majority of everything physicians and consumers read and know about medications comes from the drug companies. What is being asserted, then, is that certain practices that now seem unconscionably risky were once seen as innocent, as innocent as, in days gone by, puffing on a Lucky. The 1962 Harris-Kefauver Amendment to the Federal Food and Drug Act imposed strict regulations on pharmaceutical company advertising. But in the mid-1990s, the FDA liberalized the requirements pharmaceutical companies have to meet. Then, in 1981, the drug industry proposed that the FDA allow advertising directly to consumers, arguing that the public should not be denied access to the "knowledge" that would be provided by such marketing. Simply put, FDA and the Center for Drug Evaluation Research (CDER) are broken.