Pharmaceutical companies have advertised products directly to consumers for years, both over-the-counter medication for common conditions such as colds, pain or acid reflux, and prescription medication instructing consumers to ask their physicians whether the drug is "right for them."
Now medical device companies are directly contacting consumers, but not necessarily through the traditional television airways. Companies such as Medtronic and Boston Scientific have patient education websites advertised on social media to deliver information about their products — and the conditions these products treat — in a less direct approach to engage patients.
Medtronic's back.com features patient stories about back pain and managing chronic pain issues. The website has a "doctor discussion guide" to optimize appointments and a tool to connect with back pain specialists. The website also features information about specific treatments, such as spinal cord stimulation, with physicians and patients talking about the technology; on those pages, consumers find the product names.
Otherwise, the Medtronic brand only appears in the website's copyright at the bottom of the page.
Boston Scientific takes a similar approach, with the website appearing to connect patients and drive discussions about different conditions. The page also gives patients a guide to physicians around the country. The website offers prompt questions for patients to ask their physicians as well as information about insurance coverage.
And, according to a report in the Albuquerque Journal, the trend is likely to continue. Last November the American Medical Association recommended against medical device company direct-to-consumer advertising, but the FDA hasn't made updates on drug advertisement regulations. Currently, there are heavy regulations on pharmaceuticals, but no regulations for digital medical device advertising, according to the report.
The medical device companies don't need approval for broadcast and print ads before publication, whereas pharmaceutical companies do. The ads are subject to more detailed regulations to protect against false advertising and misleading information.
Some in the industry fear direct-to-consumer advertising can make light of serious conditions and spread misinformation about specific diagnoses. There are often lifestyle changes required along with treatment to achieve the best outcomes. The report used acid reflux as an example; consumers may experience relief after taking specific medications, but without dietary and other lifestyle changes they may not achieve the desired results.
However, there are ads for over-the-counter medications suggesting the medication will allow patients to return to normal eating habits and life. And when patients arrive at the physician's office with incorrect pre-conceived notions about treatment, they add time and complexity to the discussion.
The AMA also expressed concerns about how the direct-to-consumer marketing of medical devices could drive increasing costs.
Others feel educating the patient as much as possible is important and discussing all options with providers will help them decide the best course of action for care.