Commentary: The balance between marketing and safety

doi:10.1136/bmj.a2996

Published 24 December 2008, doi:10.1136/bmj.a2996
Cite this as: BMJ 2008;337:a2996

Analysis

Commentary: The balance between marketing and safety

Keith Beard, consultant physician

¹ Victoria Infirmary, Glasgow G41 3DX

keith.beard@ggc.scot.nhs.uk

doi:10.1136/bmj.a2591

The first 150 words of the full text of this article appear below.

Drug marketing can be sophisticated and very successful. Thisis understandably desirable for manufacturers given the pressuresof finite patent life and the imminent arrival of competitors.Kao expresses concern that successful marketing of new medicines,especially in the regulatory environment that allows a shorterlead time from submission to market access, might compromisepatient safety.¹ ² His description of sitagliptin’s marketpenetration in the United States is an impressive story froman industry perspective. It also raises the issues of drug industryinvolvement with disease awareness campaigns and patient organisations,as well as direct to consumer advertising as methods of promotingproduct awareness. A recent European Commission consultationfocused on the role of industry in providing information onmedicines to patients, and although there was overall agreementthat the present ban on direct to consumer advertising shouldremain, there was perhaps predictable variation in stakeholders’responses.³