Annals of Family Practice

Quick: turn on the TV (no, streaming doesn't count!). You won't have to wait too long before an ad for some prescription drug comes on. Watch long enough and pretty soon you'll suspect that you have a variety of conditions that you may have never realized before and need to do something about immediately. Fortunately for you, of course, the pharmaceutical industry has solutions for you. It's all there in those ads. Whether we really understand them or not is another question. Direct-to-consumer (DTC) ads for prescription drugs are booming. After a brief respite during the most recent recession, they're back up, with spending estimated at some $5.2b in 2015 (amazingly, the DTC ads are less than 20% of pharma's overall marketing budget, with the majority of that going to face-to-face "educational" efforts with physicians)...