Prescription Drug Advertising

Black Swan

I've crossed the pond and now live in the States for 4 going on 5 years now, and if you watch the telly over here, you will get bombarded with prescription drug advertising. This advertising is not directed at the GP or pharmacist, rather it's directed to the average telly viewer, most of whom don't have the slightest idea about prescribing drugs.

This advertising must generate huge sales, especially because you can often see it during prime time hours of TV when air time is expensive.

This suggests to me that many MDs in America listen to their patients when they come in the door asking for a certain prescription drug they saw advertised on TV.

Since when are patients qualified by TV advertising to influence the prescription choices of their doctors?

Until 1997 the FDA blocked prescription drug advertising on the telly. Why did they block such ads? Why did they change their policy? Has the FDA been influenced by the drug lobbies in America allowing prescription pharmaceutical corporation advertising, or is there some other explanation?

If you are a GP or other medical practitioner allowed to prescribe drugs, are you influenced by your medically unqualified patient coming into your office, clinic, or hospital asking for some prescription drug they may have heard about? To what extent does patient choice influence your decision?

Traumadoc

It is already happening in Ireland, not as direct as in the US, but the recent "Lust for Life" campaign was a direct marketing to the public.
And does it influence our opinion? It must do, thats why the drug companies are putting money into it.