The Self-Care Movement

Finally, consumers have a continually growing desire for information about their medications. The growth of the self-care movement, the increase in focus on health care costs, and the improved accessibility of health information are some of the factors that have influenced patients to participate more fully in health care decisions, including the selection and use of medications. Based on these needs, direct-to-consumer advertising (DTCA) campaigns have appeared in virtually all media including magazines, television ads, and radio reports. In 1996, for the first time ever, the amount spent on DTCA exceeded the amount spent on direct advertising to physicians. In 1997, the pharmaceutical industry spent over $1 billion on DTCA, which is up 61% from 1996. Today, it is estimated that pharmaceutical companies spend about $3 billion per year. This increase in spending for DTCA may be in response to the increase in sales for these drugs.

Likewise, there is a growing use of e-mail and the web by the public. A recent survey found that approximately 25% of individuals with home access to the Internet searched medical websites prior to arrival at a neurology clinic. Unfortunately, 60% of the information was considered to be inappropriate. Because a single individual is able to serve as author, editor, and publisher of information on the Internet, there is no safeguard on the quality of information provided. The end result is a potentially misinformed consumer. When patients find information about medications that they are either considering to start taking or are currently taking, from the Internet, through the lay press, or by DTCA, a pharmacist can help consumers critically assess the medication information and add to the information based on specific patient-related needs.

The need to critically assess information regarding complementary and alternative medicine has become increasingly important, with an estimated one of three Americans choosing to use this option. The use of dietary supplements continues to grow in popularity. This area presents a challenging situation for pharmacists because of the lack of relevant outcomes data from well-designed clinical trials. Consumers are increasingly interested in finding reliable information regarding these products; pharmacists are in an excellent position to help provide such information. One drug information center describes its experience with a devoted telephone line to provide information regarding herbal supplements., There was an increased demand for the service over time based on a higher call volume. This is consistent with the growing use of complementary and alternative medicine nationally. They also described the challenges and limitations of finding reliable information on herbal products. Several resources are available that have information on herbal products. It is just as important that the pharmacist provides information from reliable sources, as well as identify information that is lacking, in regard to a particular product.

Groups like the National Council on Patient Information and Education (NCPIE) encourage patients to seek information when they have questions. The experience with some medication information hotlines that have been established for public access has indicated public desire and need for information. Such hotlines, often established by pharmacists, are intended to enhance the relationships between pharmacists, physicians, and patients.

The changing environment affords the pharmacist many opportunities to use the full spectrum of medication information skills. Factors such as the integration of new technologies, the focus on evidence-based medicine and drug policy development, the sophistication of medication therapy, and the advent of consumerism require that all pharmacists have a strong foundation in medication information concepts.