Richard L. Kravitz, MD, MSPH and Jodi Halpern, MD, PhD
Patients have a responsibility to discerningly present the drug information they receive from direct-to-consumer advertising and to be active partners with their physician in making health care decisions.
The phrase “I take Lipitor instead of a generic” was embedded in the public consciousness through an advertising campaign that featured Robert Jarvik, credited with the invention of the artificial heart.