All change as medical sales co's advertise to patients!
In a bizarre turn the medical sales industry will soon be advertising directly to patients in the UK.
The medical sales industry has always been high on ethics and both it an the British Medical Association would have been horrified in the past at the thought of advertising targeted at patients. That is exactly what is going to happen under new EU laws.
There is huge concern that this may have the effect of blowing huge hole in an already stretched NHS drugs budget with individual patients demanding treatments they have seen advertised with no real idea whether they are appropriate and indeed affordable!
There is some encouragement from the USA where the same decision was taken in 1997. Oddly, there drugs budget didn't change, and neither did companies medical sales despite several billion spent on advertising. It was some years later that research determined that the billions spent were in fact in-effective!
