Psychiatrists and Marketing.

I’ve always been a sucker for marketing. Growing up, I loved watching ads on TV, especially the ones for toys. I’d beg my parents for the latest gadget or game, but more often than not, I didn’t get them. I do remember one time I got a Digimon toy—I cherished it until I lost it and cried all night. My parents were so fed up they refused to buy me anything like it again.

So, why is marketing such a big deal, especially when it comes to healthcare?

Marketing works. It’s not just a superficial phenomenon—entire PhDs are dedicated to understanding how to influence people’s behavior, often to make them spend money. In medicine, this translates to a risk: a doctor’s prescription might be swayed by a drug company’s marketing rather than by what’s best for the patient.

Now, this isn’t always the case. Sometimes, the medication being marketed is genuinely effective. But when you consult a doctor, you’re not paying for marketing; you’re paying for science. You’re trusting your doctor to provide evidence-based care that prioritizes your health and minimizes unnecessary risks, like avoidable side effects that might stem from a marketed medication.

For this reason, I steer clear of medication advertising. Instead, I rely on high-quality research from reputable journals to inform my decisions and provide the best care for my patients. I find it brave, albeit somewhat misguided, when doctors believe they can rise above the psychological pull of marketing. The truth is, we’re all human, and no one is entirely immune to influence—even psychiatrists.

A troubling example of this influence is the clear majority of authors contributing to out Australian mood disorder guidelines having ties to drug companies. This raises valid concerns about potential biases in the recommendations, particularly the underemphasis on psychotherapy for depression despite its proven effectiveness in many cases.

If you’re curious about whether your doctor has ties to drug companies, did you know you can look it up? In Australia, you can search for disclosures at Disclosure Australia. Keep in mind, not all payments are reported, as only those above a certain threshold are disclosed. Alternatively, you can always ask your doctor directly—it’s a fair question to ensure your care is unbiased.

Ultimately, the intersection of marketing and medicine highlights the importance of transparency and trust. As patients, we deserve care rooted in science, not in sales strategies. As doctors, we owe our patients nothing less.