...what a great salesperson!

It seems like every commercial on TV is for a prescription drug. And yet consumers can't buy them without a doctor's approval. So why target consumers with these ads? Here's how the U.S. became one of the only countries in the world where pharmaceutical companies peddle drugs to ordinary people.

FDA loopholes...

The United States and New Zealand are the only countries in the world that allow direct-to-consumer advertising of pharmaceuticals. Most countries banned the practice in the 1940s. The direct-to-consumer market was pioneered not in a corporate boardroom, but by Joe Davis, a regular salesman who sold packaged goods.  At the time, pharmaceutical companies marketed only to physicians through print mailings, visits, and free samples, with the patient knowing little about the drugs they were taking. The physician told them what to take, and they followed directions.

Davis went to his friend, an executive at the medical advertising company Medicus in the mid-1980s. The advertising problem was that the FDA required any drug ad to include a full list of possible side-effects, which often took several pages of tiny print....hard to do that in a TV spot.

So the two devised a way to recommend drugs in ads that did not mention the name of the medication, but only the positive effects of a hypothetical drug with the exact attributes of a specific pharmaceutical. Commercials ended with instructions for the consumer to 'see their doctor' for more information. By omitting the name of the drug, the two were able to slide their ads through a loophole in FDA regulations.

The unnamed drug they marketed was Seldane, which they tagged as an "antihistamine that did not cause drowsiness." When patients asked doctors for this exact type of drug, they got Seldane. Over the next few years, Seldane went from sales of $34 million a year in 1985, to $800 million per year. (Seldane, interestingly, was removed from the U.S. market in 1997 after it was found that the drug could cause heart arrhythmias.)

Advertising to consumers puts physicians under a new kind of pressure. If they want to keep you as a patient, and if giving a prescription for a drug that you asked for keeps you happy, they might do it.

Pharmaceutical commercials often have a strangeness as well, dominated by cartoons, unusual scenes, 'blankets with eyes,' and just about anything that can be done to convey a general sense of wellness and direct you to your physician.

The Nielsen Company determined that there are, on average, 80 drug commercials every hour of every day on television. Say it ain't so Joe.....