That Four-Word Sentence: Part I -- DTCs

Don't you find acronyms annoying?  I do, especially since there are few that are truly unique.  Take DTC for example.  I Googled DTC just to see what the results would be. Am I referring to Domain Technologies Control?  Dallas Theater Center?  How about Diversified Technology Consultants?  No; at least not this time.


In this Part I of That Four-Word Sentence, the focus is on DTC advertising -- direct to consumer advertising.  Isn't all -- or most advertising direct to consumer?  Sure.  But there are some goods and services that are consumed by each of us, to which the average consumer does not have direct access.  Take pharmaceuticals, for example.  Have you ever wondered why pharmaceutical companies advertise so heavily now?


The Prescription Drug Marketing Act established safeguards for advertising pharmaceuticals to the general public.  Advertising guidelines for pharmaceutical companies were changed around 1997, and in a seven-year span DTC advertising quintupled.  With this tiny snippet of background, fast-foward to January 2010.  This is what's happening:

• Pharmaceutical companies court the FDA, seeking approval of the latest and greatest, or new and improved prescription drug.  
• The FDA approves the drug.
• Pharmaceutical companies inundate the public with commercials about drugs designed to treat common ailments like depression, overactive bladders, erecticle dysfunction, and even some that many folks never knew existed until the commercial was aired.  (How about restless leg syndrome?  I never heard of that before.)
• The ads instruct consumers to ask their doctors about (Rx).
• The ads include warnings about possible side effects.  (Notice the chipmunk-like speed at which these warnings are given.  I am reminded of the tiny, extra-fine print that is used for car commercials.)
• In the meantime, pharmaceutical sales representatives descend on doctors' offices, promoting the new wonder drug du jour, leaving samples in abundance, and gifts for doctors in God-only-knows what proportions.
• Sales skyrocket!
• Next come the ads from law firms, encouraging anyone who has suffered the side effects of whatever drug to call a toll-free number to determine if the consumer has a claim.
• Lawsuits are filed, sometimes multi-party cases involving large numbers of Plaintiffs claiming damage from taking the (Rx) prescription.
• Courts are clogged with cases.  Cases are routinely referred to mediation (woe unto the folks who actually thought they would stand in front of that judge or have their day in court).  Generally, Texas being a "Good Old Boy" state, the appointed mediators are chosen judges showering unmerited favor on their good-old-boy buddies.

The four-word sentence of the day:  It's all about money.  So, where does it go?

1. Ad companies
2. Media
3. Pharmaceutical companies
4. Doctors
5. Pharmacies 
6. Lawyers 
7. Mediators

Indeed, it's all about money.