Advertising of prescription drugs can help improve the health of Canadians and save health resources.

Appropriately regulated advertising of drugs is an important and useful tool in providing information to consumers and can have a major impact on traditionally under-diagnosed and under-treated conditions. The early diagnosis and treatment of many diseases and conditions can improve the health of Canadians and reduce health costs by preventing or delaying disability and by avoiding hospitalizations. A significant number of diseases are under-treated in Canada, often because individuals are either unaware of the fact that they have the condition, or they are not receiving appropriate treatment for their condition.

 

As Canada's population ages the number of patients with chronic conditions is increasing dramatically. For example the number of Canadians with high blood pressure grew by more than 50 % between 1994 and 2001. 1 High blood pressure is a major risk factor in the development of cardiovascular disease, the leading cause of hospitalizations in Canada. Yet it is estimated that nearly 2 million Canadians have high blood pressure and are not receiving treatment for it.

Studies have shown that consumer advertising of prescription drugs drives patients to visit their physicians to discuss symptoms and treatment options. Making patients aware, through advertising, of risk factors and treatment options and encouraging them to discuss symptoms with their doctor can result in early diagnosis and treatment of conditions such as high blood pressure, improving the health of Canadians and reducing the financial burden of heart disease.