Merck believes that direct-to-consumer (DTC) advertising can be an important and helpful way to inform patients about diseases that may be relevant to them and about therapeutic options they may want to discuss with their physicians.

Credible data demonstrate that DTC advertising can have a positive impact on patient health in terms of diagnosis, treatment and adherence to prescribed therapies.^1,2 Ultimately, the decision of what treatment, if any, a patient receives rests with the physician, following consultation and discussion with the patient.

Merck strives to enable consumers to achieve better health outcomes by delivering accurate, relevant information on disease prevention, identification and treatment in an understandable manner. To remain true to this goal, Merck adheres to the letter and spirit of FDA regulations and guidelines governing DTC promotion, ensures all Pharmaceutical Research and Manufacturers of America (PhRMA) guidelines are met or exceeded, and follows a comprehensive set of internal policies and practices when engaging in DTC advertising. Merck has a longstanding policy of submitting new DTC advertising campaigns voluntarily to the FDA for its review and comment, prior to running any DTC campaign. According to our own DTC policies and practices, the information provided in our advertising campaigns must:

• Ensure that any ads with branded product information have appropriate benefit and risk information
• Be appropriately balanced, consistent with FDA regulations, and use appropriate "taste and tone"
• Ensure that ads are run at appropriate times during the day and during appropriate programs
• Be approved by Merck's medical and legal departments ensuring that the view of the medical community is considered and that the content is consistent with approved labeling.

In addition, in 2008, Merck began to include in all new U.S.-based DTC print and television advertisements information on Merck's Patient Assistance Programs, along with a toll-free phone number for more information.

In 2008, to formalize our historical practice of informing healthcare professionals about our products before we advertise them to the consumer, in the United States Merck adopted a policy requiring a minimum six-month time period following the approval of a new product before launching DTC broadcast advertising. In addition, Merck carries out comprehensive programs to educate physicians and other prescribers about a new product before commencing product-specific DTC broadcast advertising in the United States. These principles and our practices are reflected in the PhRMA Guiding Principles on Direct-to-Consumer Advertisements about Prescription Medicines. Learn more.

Disease Awareness

There are concerns that some diseases are underdiagnosed and undertreated. Merck is committed to ensuring that healthcare practitioners, patients and caregivers are informed about diseases such as high cholesterol, high blood pressure, osteoporosis and asthma, in which we have extensive knowledge and expertise. To provide answers to questions about symptoms, diagnosis and treatment options, we sometimes provide grants to organizations with specific expertise in disease areas of interest to us. For a list of grants to medical, scientific and patient organizations, click here.

¹Aikin K, Swasy J, Braman A. Patient and Physician Attitudes and Behaviors Associated with DTC Promotion of Prescription Drugs: Summary of FDA Survey Research Results, Final Report, U.S. Department of Health and Human Services, Food and Drug Administration, Center for Drug Evaluation and Research, 19 November 2004.

²See for example: McGlynn EA, et al. The quality of healthcare delivered to adults in the United States. N Engl J Med. 2003 Jun 26;348(26):2635-4.