One way plaintiffs lawyers try to undermine the learned intermediary doctrine is to attack it from the direct-to-consumer angle. Pharmaceutical companies spend millions of dollars advertising their prescription drugs in magazines, on TV and on the Internet, plaintiffs lawyers argue, so those companies should not be immune to inadequate-warning litigation because a doctor says he made the right prescribing decision.
"Courts that are adopting the direct-to-consumer exception are saying, ‘You encouraged people to go out and get this medication by directly advertising to consumers. If that’s your approach, maybe it’s fair to have an exception,’" says Douglas Schneebeck of Modrall Sperling. "That’s a bad rule, because even in direct-to-consumer advertising, by law, the decision maker is still the physician."