2_If Direct-to-Consumer Advertisements Come to Europe - Metzl

Instead of feeling pressure or viewing prescription

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Unformatted text preview: needed between doctors and patients. Instead of feeling pressure or viewing prescription interactions solely as yes or no decisions, physicians should become more aware of, and constructively address, the intended and unintended expectations and misperceptions raised by DTC advertisements. Such an approach would require physicians to be trained to identify the social narratives around prescription drugs at the same time as they are trained to identify the drugs’ chemical effects. Understanding the nuances of pharmacodynamics, drug interactions, and clinical diagnoses remain vital. Yet, nowadays, such skills might be enhanced by the mastery of clinical strategies to allow patients and doctors to identify and discuss their preconceived expectations about prescription drugs—what might, in an earlier era, have been called the transfe...
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This note was uploaded on 10/10/2010 for the course ENG 000121 taught by Professor Mcgrand during the Spring '10 term at Cornell University (Engineering School).

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