Serotonin and Depression: A Disconnect between the Advertisements and the Scientific Literature

"In the United States, selective serotonin reuptake inhibitor (SSRI) antidepressants are advertised directly to consumers. These highly successful direct-to-consumer advertising (DTCA) campaigns have largely revolved around the claim that SSRIs correct a chemical imbalance caused by a lack of serotonin."

"Given the multifactorial nature of depression and anxiety, and the ambiguities inherent in psychiatric diagnosis and treatment, some have questioned whether the mass provision of SSRIs is the result of an over-medicalized society."

"The impact of the widespread promotion of the serotonin hypothesis should not be underestimated. Antidepressant advertisements are ubiquitous in American media, and there is emerging evidence that these advertisements have the potential to confound the doctor–patient relationship. A recent study by Kravitz et al. found that pseudopatients (actors who were trained to behave as patients) presenting with symptoms of adjustment disorder (a condition for which antidepressants are not usually prescribed) were frequently prescribed paroxetine (Paxil) by their physicians if they inquired specifically about Paxil; such enquiries from actual patients could be prompted by DTCA."

This has bugged me for years, since I began noticing the first direct-to-consumer ads for prescription drugs. It was obvious to me from the start that this was a campaign to induce patients, and potential patients, to bug their doctors to give them the drugs As Seen On TV. And in this case, they appear to be using bad science to do it.

I'm assuming that at some point, some deregulation allowed them to advertise directly to a public that could not buy their products directly. Without looking it up, I'd say the dereg was prompted by lobbyists from the drug industry. This was quiet obviously a scheme to make more money, as opossed to a genuine interest in peoples' well being. I'm sure they get more bang for the buck by producing TV ads, than the practice of only publishing in trade journals, and other targetted marketings to only health care proffesionals.

From the very first ad I saw, I knew the purpose was to cause people to insist their doctors provide them with the miracle drug they saw on TV, whether they need it or not. And since doctors are human, and don't want to lose patients, some will acquiesce, while still others won't hesitate.

Unfortunately this works because too many people are suckers for a good ad. They can't (or refuse to) see that they're simply being manipulated to profit the drug industry, possibly to the detriment of their own health.

Sometimes I wish I had the temperament to prey on the gullible. I could make a killing, with little or no conscience.