Deaths cited in fight against drug ads

By FRANCESCA MOLD health reporter

The potential dangers of heavy direct-to-consumer advertising of prescription drugs have been highlighted by research linking contraceptive pills to the deaths of 20 women, says Pharmac.

The Government pharmaceutical agency said yesterday that heavy marketing of third-generation pills to doctors meant more were prescribed to New Zealand women - the world's highest users of that contraceptive drug.

Research has shown that women on third-generation pills such as Minulet, Femodene, Mercilon and Marvelon are twice as likely to develop blood clots as those on second-generation versions such as Brevinor, Nordette and Norimin.

Pharmac general manager Wayne McNee said there was concern that the industry was aiming its advertising at consumers as well as doctors in a bid to increase market share.

"We urge caution on the issue of advertising directly to patients. We have to be constantly on guard to ensure that New Zealanders get the best treatment, not the best-advertised one."

He said the high use of third-generation pills had peaked before the industry's recent push into direct-to-consumer advertising.

"However, it is sobering to think what might have happened if women had been bombarded with messages promoting these drugs ..."

New Zealand was the only country apart from the United States that allowed direct-to-consumer advertising of prescription medications, and Mr McNee said research showed that doctors asked by patients about advertised drugs felt under pressure to prescribe them.

At its peak, about 60 per cent of women using oral contraceptives were taking third-generation pills, compared with 5 per cent in Australia and 10 per cent in the US.

March 1997 figures showed that 168,327 women were taking third-generation pills, compared with 84,788 on second-generation and 51,021 using progestogen-only pills.

After a flurry of negative publicity about the potential for blood clots, the numbers using third-generation pills plummeted to 52,761, with women turning to second-generation and progestogen, which rose steadily to 150,270 and 65,010 respectively.

The Researched Medicines Industry, which represents pharmaceutical companies, described Pharmac's statement as "unfortunate."

Spokeswoman Crystal Beavis said Pharmac was confusing technical information that companies provided to doctors with direct-to-consumer advertising.

She said drug companies were mindful of advertising standards and regulations, and were careful to refer patients to an authoritative source, such as doctors or information hotlines, in marketing campaigns.

RMI will today release new research into what it describes as the major health benefits of direct-to-consumer advertising. The study is based on New Zealand case studies and international research.