The Pharmaceutical Industry — A key Partner in Providing Information to the Patient and a Key Player in the European Debate on Direct to Consumer Communication

Abstract

Direct to Consumer Communication (DTCC) is a hot topic in Britain and Europe. It is often discussed within the context of the US experience and it is, therefore, not surprising that regulatory authorities in Europe, as well as the European Commission, are reacting with conservative caution to the DTCC debate. The pressure on regulatory authorities to rethink their position comes from many directions. As an example, more and more patients demand to know and expect up-to-date information on their condition and treatment, as well as alternative treatment options. The access to information via the Internet means that information on a US website can be read by a European patient and may include information on a branded medicine. As we are in an age of global communication, the time is right to reconsider the regulatory environment for DTCC in Europe.