Drug companies used to be diplomatic. They advertised their prescription medicines exclusively to doctors and never bad-mouthed the competition. These days the gloves are off and prescription drugs are promoted directly to consumers.
Two of the biggest manufacturers are going head to head in their battle of prostate pills. One ad shows a road sign that says, "Next Rest Stop 40 Miles." The headline reads, "I had a tough time going the distance," and concludes that "Hytrin Helped."
In the other we see a man behind the wheel of a car turning off for a rest area. The sign reads, "Next Area 47 Miles." The caption says, "I'm stopping to go to the bathroom more than ever now. I wonder what's wrong with me." At the bottom of the page the slogan appears: "Proscar -- The only medicine that can shrink the prostate."
The similarity of these ads could be quite misleading. The medications being advertised are actually very different even though they are both used for the same condition.
Advising millions of men with enlarged prostates that there are non-surgical treatments sounds like a great idea. But the issues of medication for such symptoms are complex.
Keep in mind that medicines like Hytrin (terazosin) and Proscar (finasteride) cannot be purchased without a doctor's prescription. Physicians may feel pressured when patients come waltzing into their office requesting a specific medication.
Though people may not realize it, there is a flip side to most prescription drug ads. It is filled with important information, but the print is often quite small.
Men contemplating Hytrin, for example, are warned, "You should not drive or do any hazardous tasks until you are used to the effects of the medication." Adverse reactions include "drowsiness, blurred or hazy vision, nausea, or puffiness of the hands or feet."
The makers of Proscar also mention side effects, including rash, breast tenderness or swelling and "impotence (or inability to have an erection) and less desire for sex."
While such difficulties may be rare, it's essential that men be well informed about the risks of any medication before bugging their doctors.
Many physicians have learned to temper the hype in drug ads with a healthy dose of skepticism. They depend on the fine print to balance the blurbs.
Anyone who reads prescription drug ads should follow their example.
Joe Graedon is a pharmacologist. Dr. Teresa Graedon is a medical anthropologist and nutrition expert.