Direct-to-consumer (DTC) pharmaceutical advertising challenges traditional medical ethics because it suggests that health care is a commercial enterprise, not a paternalistic endeavor of duty-bound professionals and enlightened regulators. Stalwart defenders of the old hierarchical physician-directed system will not succumb to the trend toward decentralization, which DTC advertising exemplifies, without putting up a fight.
|Other Independent Review articles by Ronald F. White|
|Summer 2009||The Modern Health Care Maze: Development and Effects of the Four-Party System|
|Spring 2007||Institutional Review Board Mission Creep: The Common Rule, Social Science, and the Nanny State|