From Mr H. R. Fox, MRPharmS
SIR,-John Verrall's interpretation (PJ, April 29, p656) is interesting, but in my view misses the main point of the Association of the British Pharmaceutical Industry wanting to have the ban on direct-to-patient information (DTP) lifted.
It is the raison d'être of all pharmacists in community to help patients understand their medication regimens by giving essential information. The pharmacist can assess just how much information the patient can absorb and to what extent the information will improve patient outcomes.
DTP puts a totally different complexion on information giving. If the American experience is anything to go by, DTP leads to advertising prescription only medicines direct to the public. This is all very well in the US where medication is paid for directly by the patient, but with prescribing budgets in the NHS already overstretched, how much more strain will DTP add?
However, access to freely available information over the world wide web means that anyone can obtain drug information of an indiscriminate nature. As such, a total ban can no longer be justified.
Howard Fox
Dorchester