Select a significant contemporary issue in health care

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The response addresses the queries posted in 2370 words.

//In this paper we will discuss upon a contemporary issue in health care relevant to current and future generations. There is also a discussion upon the effect of the issue on consumers and health care organizations' marketing and there is also a proposal that how this issue could be studied.//

Background:

Issues related to Direct-to-Consumer marketing of prescribed drugs have become vital in contemporary scenario. Such issues are attracting a lot of attention of scholars of the related subject areas across the world.

For providing more consistency to rules and regulation, Food and drug commission need to reexamine its policies related to Direct-to-Consumer advertising. Due to changes made by the committee, the presentation of branded advertisements of the prescription drugs has changed completely.

The Food and Drug Administration's own assessment, that DTC ads can provide substantial benefits and do not appear to cause substantial harm, is consistent with survey and other data. DTC ads appear to provide valuable information, risk information is also included. This induces information-seeking, that is mainly from physicians, prompt patients to discuss conditions, and generate significant positive externalities including the possibility of improved patient cooperation with drug therapy (Adams & Chris, 2002).

//In this section, we will shed upon the problem that emphasizing on inclusion of a clear statement identifying the need to study the issue and statistics documenting the issue's scope with credible research in the last 5 years.//

Importance of the study of the issue: In the existing scenario, medical practices have been changed, drastically. Nowadays, the practices of doctors and physicians have become much more profit oriented. The concept of patient safety has become blurred. In such scenario, patient needs to cope up with his disease as well as shortcoming of existing medical care system. Although, loopholes in the quality of care provided to patient is not a new phenomena, yet several issues related to safeguards used by concerning regulatory authorities have come into lime light, prominently in the contemporary scenario. Main reason behind this problem is the existing system followed by medical graduate school, which may produce a huge amount of risk in front of patient.

There is a need of an intensive understanding of different public policy issues regarding direct to consumer marketing of prescribed drugs because some crucial amendments in Food, drugs and cosmetics law have been taken place. Due to such amendments, food and safety administration need to adopt several important measures to regulate the pharmaceutical effectiveness. In addition to this, several issues have also emerged with the operations of Federal Trade Commissions, which still advocates over-the-counter advertising of drugs to consumers.

Earlier, undertaking of different methods for advertising prescription drugs directly to the consumer was a rare practice of pharmaceutical companies. In that period of time, FDA law did not use to provide legal obligations related to Direct-to-marketing advertising. Further, FDA used to define "moratorium", which is a type of time delay in DTC advertising (Findlay & Steven, 2002). Different researches published in recent few years related to issues are aimed to describe the scope of the issue, in the most effective manner. The research is showing that the issue has been emerged significantly in recent few years. For intense, DTC advertising has been increased from $12 million in 1989 to $55 million in 1991, $164 million in 1993, $340 million in 1995, and $579 million in the last 5 years. This shows that issues are quite broad, which is seeking a lot of attention from the side of authority.

//In this section, there is a discussion upon the importance of studying the issue as well as the contribution of research that may make to current and future studies. There is also a discussion about research questions.//

The FDA lifted its moratorium means time delay but ...