Multidisciplinary symposium ● 9.00am–5.00pm Thursday July 18, 2013 ● Monash Conference Centre Level 7, 30 Collins Street, Melbourne
Only the US and New Zealand allow direct to consumer advertising of prescription pharmaceuticals (DTCA). Supporters argue DTCA is an extension of free speech and creates awareness of medical treatments. Opponents say DTCA misleads and frustrates effective medicine choices. Yet debate has overlooked new research on how advertising persuades, often outside of awareness. Key questions addressed at the symposium:
How do advances in consumer psychology inform the ethics of DTCA?
What are the implications for public policy on DTCA in the US and New Zealand?
What are the implications for Australia’s ban on DTCA and for permissible medical and pharmaceutical
advertising in this country?
0915-1000 Evaluative conditioning and the ethics of pharmaceutical advertising
1000-1030 Does scepticism about rational agency undermine the arguments against the use of
implicit persuasion in DTCA?
1030-1045 Morning Tea
1045-1115 Libertarianism and Direct to Consumer Advertising of Prescription Drugs
1115-1145 The role of evaluative conditioning in the relationship between doctors and the pharmaceutical
1145-1215 The case for DTCA – Improving patient autonomy and engagement
1300-1330 Preserving ethical physician prescribing behaviour when pharmaceutical advertising uses
implicit persuasion: Some issues and policy suggestions
1330-1500 Panel Discussion
Geoff McColl, Ken Harvey, Fiona Jolly, John Dowden, Liz Marles, Kate Browne
1500-1515 Closing comments
1515-1530 Afternoon Tea
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