During the past decade the number of patients with chronic conditions such as diabetes, hypertension and arthritis have increased dramatically as the “baby-boom” generation ages. The increased prevalence of chronic conditions is primarily responsible for increased utilization of prescription drugs. The early diagnosis and treatment of many diseases and conditions can improve health outcomes by preventing or delaying disability and by avoiding hospitalizations. Drug advertising is a useful tool in providing information to consumers and can have a major impact on traditionally under-diagnosed and under-treated conditions. A significant number of diseases are under-treated, often because individuals are either unaware that they have the condition, or they are not receiving appropriate treatment for their condition.

An estimated 17 million Americans have diabetes yet one-third of those with diabetes are unaware that they are living with this chronic disease. Similarly more than 58 million Americans have high blood pressure but nearly 30 % are unaware of their condition. High blood pressure is a major risk factor in the development of cardiovascular disease, the leading cause of hospitalizations. Consumer advertising of prescription drugs encourages patients to visit their physicians to discuss symptoms and treatment options. Making patients aware, through advertising, of risk factors and treatment options and encouraging them to discuss symptoms with their doctor can result in early diagnosis and treatment of conditions such as high blood pressure and diabetes, improving the health of Americans and reducing the financial burden of disease.