In recent years, prime-time television and mainstream media publications have been inundated with direct-to-consumer ads and marketing materials for prescription drugs. Most often these drugs are the newest and most expensive choices available, and they're heavily advertised by companies that have invested significant dollars in their development.

Physicians see visits to their clinics initiated by patients solely for the purpose of discussing a new drug advertised on TV. In many cases, the drugs aren't indicated for a particular patient's condition; however, due to the persuasive nature of the ads, many patients believe that their health may be put at risk if they're not prescribed the latest drug -- even if it isn't indicated. In some cases, drugs are inappropriately prescribed to patients based on patients' persistent requests, and these prescriptions can lead to multiple side effects, complications and, ultimately, higher health care costs.

[See: 8 Questions to Ask Your Pharmacist.]

For the most part, these ads initially targeted the wealthy and the well-insured -- those who can afford the most expensive drugs, even if they must pay for them out of pocket. The ads are featured in high profile magazines and in exclusive clubs. But drug ads are now moving to peak TV ad windows, like the Super Bowl, and can be found in almost any mainstream publication. Data from a 2015 analysis by STAT news indicates that pharmaceutical spending on direct-to-consumer TV and print advertising continues to rise, totaling $5.2 billion last year.

Prior to 1997, when the FDA loosened restrictions on direct-to-consumer drug advertising, ads were few and far between. Now they seem to have become ubiquitous in our society, and this proliferation of advertising has caused physician advocacy groups to take note. In November 2015, the American Medical Association voted to recommend a ban on direct-to-consumer ads. The AMA argued that the cost and competitive nature of the ads simply added to the cost of already excessively priced niche drugs. In addition, many physicians argue that the ads simply produce higher costs for patients. In the last year, prescription drug prices have increased by 5 percent.

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It's important to note that newer drugs, like those recently released to cure hepatitis C, can cost upwards of $80,000 dollars for a 12-week course, making these drugs out of the reach of many average patients. Ironically, these are currently some of the most highly advertised drugs on television. Pharma, of course, argues these ads are essential to prompt patients to "initiate a conversation" with their doctors. However, in reality, these ads serve one purpose: to increase sales and profits for drug companies.

[Read: How to Safely Reduce the Medications You Take.]

What Can Health Care Consumers Do?

Be informed. Most importantly, become informed about your disease and the available treatment options. Seek information from multiple sources including the web, social media, medical journals and friends and colleagues. Be engaged and become part of the decision-making process when it comes to your health care.

Talk with your doctor. Be sure to ask questions and understand the risks and benefits of a particular therapy choice. Just because a drug is shiny and new doesn't make it the best choice. Ask your doctor to share the available data with you -- what's the best treatment and why, including what clinical studies say about the efficacy and side effects of a particular therapy. Make a risk-benefit determination together, and be willing to change course if a particular therapy isn't effective.

Remain skeptical. Remember that pharmaceutical companies are here to make a profit. The goal of their advertising is simply to sell more product. While the FDA does require that pharmaceutical ads contain a balance of risk and benefit information, these ads often contain bias and may be misleading.

It's essential when viewing direct-to-consumer ads that we look to the primary data after viewing the ad. Google the drug and look for the scientific articles that evaluate the drug's effectiveness. While these articles are written for medical professionals, they can be a good way to evaluate the level of support for the use of a particular drug. As always, you can also discuss these articles with your health care provider to obtain more insight. Another good source of information about any newly approved drug is the FDA's website.

[See: How to Help Aging Parents Manage Medications.]

Ultimately, the world of direct-to-consumer advertising for drugs has changed the way in which medicine is practiced. Rather than focus on educating physicians and other health care providers about a particular drug, the pharmaceutical industry is now putting most of their efforts -- and dollars -- into marketing directly to health care consumers.

With regulatory changes in the last decade, the FDA has largely left this space wide open and we will only see this type of marketing expand. As consumers, we must make sure we carefully evaluate potential treatments and discuss them with our doctors -- beginning therapy only after it's determined that a particular drug is best for you. Just because a drug is the most expensive and newest on the market doesn't make it the best therapy. Oftentimes there are plenty of alternative choices that have a great deal of data supporting their safety and effectiveness.