Drug advertising for prescription drugs comes in many forms, including magazine or newspaper ads, television commercials, radio broadcasts, brochures, etc. It was in the mid-1980s when pharmaceutical companies began direct information about prescription drugs to consumers instead of focusing information only on doctors or pharmacists (FDA, 2012). The change seen in the promotion of prescription drugs to the public is known as direct-to-consumer advertising. This type of advertising is completely aimed at a general audience rather than healthcare professionals. Lyrica (pregabalin) is a drug that binds to the calcium channel in the central nervous system, which inhibits excitatory release of the neurotransmitter. Pregabalin has proven effects on partial seizures and neuropathic pain found in fibromyalgia, diabetic peripheral neuropathy, and postherpetic neuralgia (Harvey, 2012). There are several advertisements promoting Lyrica among both consumers and healthcare professionals. There are commercials broadcast on television aimed at consumers and can also be found on the pharmaceutical company's website (Pfizer, 2013). A woman diagnosed with fibromyalgia is the protagonist of the commercial. She describes the pain she experiences from fibromyalgia and after talking to her doctor and taking Lyrica, her pain has improved and she then withdraws into a social setting with friends and appears pain-free (Pfizer, 2013). Public-facing print ads can be found in consumer magazines and websites. An advertisement found on a website addressed to General depicts the same woman seen in the media advertisement with visible information about the drug (Drugs.com, 2012). In Consult...... middle of the document ...... user advertising on Lyrica is aimed at the public to attract people who suffer from fibromyalgia to talk to their doctor about obtaining this prescription drug and to receive healthcare professionals to prescribe any type of drug, it is necessary to provide information to that specific audience as well. It is critical that the prescriber knows which medications are being advertised in today's media. As a future prescriber, there will be possible patients who call to my attention to learn more about the drugs they have seen in commercials or magazines and it will be my job to provide them with this information. Sometimes drug advertising can be misleading and, as a prescriber, it is my job to ensure that drug promotion is accurate. Advertising plays an important aspect in both consumers' and prescribers' perspectives on prescription drugs, such as Lyrica.