Advertising Marketing Practices

Slide 1:Consumer Health

Advertising and Marketing

Slide 2:Healthy People 2010Health Communication

Health professional-patient relations Individuals� exposure to, search for, and use of health information Individuals� adherence to clinical recommendations Construction of public health messages & campaigns Dissemination of individual & population health risk information Images of health in the mass media and the culture at large Education of consumers about how to gain access to health care systems Develop telehealth applications

Slide 3:Healthy People 2010Effective Health Communication

Accuracy Availability Balance Consistency Cultural competence Evidence base Reach Reliability Repetition Timeliness Understandability

Slide 4:Issues

Misleading Information Quackery and Health Fraud Problems with Products Problems with Services Problems with Costs The Need for Consumer Protection Intelligent Consumer Behavior Consumer health encompasses all aspects of the marketplace related to the purchase of health products and services. Although health care in America is potentially the world's best, many problems exist. Health information is voluminous and complex. Many practitioners fall short of the ideal, and some are completely unqualified. Quackery is widespread. The marketplace is overcrowded with products, many of which are questionable. Rising costs and lack of adequate insurance coverage have reached crisis levels. Consumer protection is limited. Only well-informed individuals can master the complexity of the health marketplace. Intelligent consumers maintain a healthy lifestyle, seek reliable sources of information and care, and avoid products and practices that lack scientific substantiation.Consumer health encompasses all aspects of the marketplace related to the purchase of health products and services. Although health care in America is potentially the world's best, many problems exist. Health information is voluminous and complex. Many practitioners fall short of the ideal, and some are completely unqualified. Quackery is widespread. The marketplace is overcrowded with products, many of which are questionable. Rising costs and lack of adequate insurance coverage have reached crisis levels. Consumer protection is limited. Only well-informed individuals can master the complexity of the health marketplace. Intelligent consumers maintain a healthy lifestyle, seek reliable sources of information and care, and avoid products and practices that lack scientific substantiation.

Slide 5:Issue1Misleading Information

High volume and complex Media influence Radio & TV Magazines & newspapers Functions Entertain, inform, carry advertisements and make money News, commentary & talk shows Issues and Trends The environment for communicating about health has changed significantly. These changes include dramatic increases in the number of communication channels and the number of health issues vying for public attention as well as consumer demands for more and better quality health information, and the increased sophistication of marketing and sales techniques, such as direct-to-consumer advertising of prescription drugs and sales of medical devices and medications over the Internet. The expansion of communication channels and health issues on the public agenda increases competition for people�s time and attention; at the same time, people have more opportunities to select information based on their personal interests and preferences. The trend toward commercialization of the Internet suggests that the marketing model of other mass media will be applied to emerging media, which has important consequences for the ability of noncommercial and public health-oriented health communications to stand out in a cluttered health information environment.News, commentary & talk shows Issues and Trends The environment for communicating about health has changed significantly. These changes include dramatic increases in the number of communication channels and the number of health issues vying for public attention as well as consumer demands for more and better quality health information, and the increased sophistication of marketing and sales techniques, such as direct-to-consumer advertising of prescription drugs and sales of medical devices and medications over the Internet. The expansion of communication channels and health issues on the public agenda increases competition for people�s time and attention; at the same time, people have more opportunities to select information based on their personal interests and preferences. The trend toward commercialization of the Internet suggests that the marketing model of other mass media will be applied to emerging media, which has important consequences for the ability of noncommercial and public health-oriented health communications to stand out in a cluttered health information environment.

Slide 6:Issue 7Intelligent Consumer Behavior

Seek reliable sources of information Maintain a healthy lifestyle Select practitioners with care Assess own health Active health & illness management Use scientifically substantiated health products and services Understand costs of health and illness Report fraud

Slide 7:Advertising & Marketing

Advertising The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media Marketing To offer for sale To sell http://www.marketingpower.com/live/mg-dictionary-view1862.php?http://www.marketingpower.com/live/mg-dictionary-view1862.php?

Slide 8:Advertising

Placement of announcements and persuasive messages in time or space Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas http://www.marketingpower.com/live/mg-dictionary-view69.php?http://www.marketingpower.com/live/mg-dictionary-view69.php?

Slide 9:Marketing

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

Slide 10:Marketing Ethics

American Marketing Association Code of Ethics Federal Trade Commission Avoiding the Muscle Hustle Pump Fiction US Code Chapter 36 - Cigarettes http://www.marketingpower.com/live/content435.php http://www.marketingpower.com/live/content435.php

Slide 11:AMA Code of Ethics

Participants in the marketing exchange process should be able to expect that: Products and services offered are safe and fit for their intended uses Communications about offered products and services are not deceptive http://www.marketingpower.com/live/content435.php AMA Code of Ethics Members of the American Marketing Association are committed to ethical professional conduct. They have joined together in subscribing to this Code of Ethics embracing the following topics: Responsibilities of the Marketer Marketers must accept responsibility for the consequences of their activities and make every effort to ensure that their decisions, recommendations and actions function to identify, serve and satisfy all relevant publics: customers, organizations and society. Marketers' Professional Conduct must be guided by: The basic rule of professional ethics: not knowingly to do harm; The adherence to all applicable laws and regulations; The accurate representation of their education, training and experience; and The active support, practice and promotion of this Code of Ethics. http://www.marketingpower.com/live/content435.php AMA Code of Ethics Members of the American Marketing Association are committed to ethical professional conduct. They have joined together in subscribing to this Code of Ethics embracing the following topics: Responsibilities of the Marketer Marketers must accept responsibility for the consequences of their activities and make every effort to ensure that their decisions, recommendations and actions function to identify, serve and satisfy all relevant publics: customers, organizations and society. Marketers' Professional Conduct must be guided by: The basic rule of professional ethics: not knowingly to do harm; The adherence to all applicable laws and regulations; The accurate representation of their education, training and experience; and The active support, practice and promotion of this Code of Ethics.

Slide 12:AMA Code of Ethics

Avoidance of false and misleading advertising Rejection of high-pressure manipulations, or misleading sales tactics Avoidance of sales promotions that use deception or manipulation AMA advocates professiona conduct buided by ethics, adherence to applicalbe laws, and honesty and fairness in all marketing activities. Opposess unethical practices as misleading product infomration, false and misleading advertising claims, high-pressure sales tactics, bribery and kickbacks, and unfair and predatory pricing. http://www.ftc.gov/bcp/conline/edcams/exercise/index.html CHAPTER 36--CIGARETTE LABELING AND ADVERTISING Cigarette advertising http://www.access.gpo.gov/uscode/title15/chapter36_.htmlAMA advocates professiona conduct buided by ethics, adherence to applicalbe laws, and honesty and fairness in all marketing activities. Opposess unethical practices as misleading product infomration, false and misleading advertising claims, high-pressure sales tactics, bribery and kickbacks, and unfair and predatory pricing. http://www.ftc.gov/bcp/conline/edcams/exercise/index.html CHAPTER 36--CIGARETTE LABELING AND ADVERTISING Cigarette advertising http://www.access.gpo.gov/uscode/title15/chapter36_.html

Slide 13:Marketing Ethics

1. (legislation definition) Standards of marketing decision making based on "what is right" and "what is wrong," and emanating from our religious heritage and our traditions of social, political, and economic freedom. 2. (environments definition) The use of moral codes, values, and standards to determine whether marketing actions are good or evil, right or wrong. Often standards are based on professional or association codes of ethics. http://www.marketingpower.com/live/mg-dictionary-view1869.php?http://www.marketingpower.com/live/mg-dictionary-view1869.php?

Slide 14:Advertising Techniques

Words, phrases Puffery Weasel words & phrases Half-truths Power words AMA Code �Do not use puffery statements or hype (i.e. we make the best widgets East of the Rockies), but do inform the reader of your status in your industry� Puffery - opinions, superlatives, exaggeration, generalities and NO specific facts. Weasel words � �reportedly� glandular extra from liver goes to your liver, �lose up to 20 pounds in 30 days� Power words http://www.riger.com/know_base/advertising/top_ten.html Top 10 Power Words You Should Use in Your AdvertisingAccording to the psychology department at Yale University, some words in the English language are more powerful than others. Here are their top 10 most powerful: 10. New -- It's part of basic human makeup to seek novelty. 9. Save -- We all want to save something. 8. Safety -- This could refer to health or long-lasting quality. 7. Proven -- Helps remove fear from trying something new. 6. Love -- Continues to be an all-time favorite. 5. Discover -- Presents a sense of excitement and adventure. 4. Guarantee -- Provides a sense of safety at the time of purchase. 3. Health -- Especially powerful when it applies to a product. 2. Results -- Works in rationalizing a purchase. 1. You -- Listed as the #1 most powerful word in every study reviewed. Because of the personal nature of advertising copywriting, you should use �you� in your headline, opening line and as often as possible. In fact, many copywriters will throw out a headline if �you� is not in it. To the psychology department at Yale University, we ask, �What about 'Free'?� Reprinted from the Board Report for Graphic Artists. Puffery - opinions, superlatives, exaggeration, generalities and NO specific facts. Weasel words � �reportedly� glandular extra from liver goes to your liver, �lose up to 20 pounds in 30 days� Power words http://www.riger.com/know_base/advertising/top_ten.html Top 10 Power Words You Should Use in Your AdvertisingAccording to the psychology department at Yale University, some words in the English language are more powerful than others. Here are their top 10 most powerful: 10. New -- It's part of basic human makeup to seek novelty. 9. Save -- We all want to save something. 8. Safety -- This could refer to health or long-lasting quality. 7. Proven -- Helps remove fear from trying something new. 6. Love -- Continues to be an all-time favorite. 5. Discover -- Presents a sense of excitement and adventure. 4. Guarantee -- Provides a sense of safety at the time of purchase. 3. Health -- Especially powerful when it applies to a product. 2. Results -- Works in rationalizing a purchase. 1. You -- Listed as the #1 most powerful word in every study reviewed. Because of the personal nature of advertising copywriting, you should use �you� in your headline, opening line and as often as possible. In fact, many copywriters will throw out a headline if �you� is not in it. To the psychology department at Yale University, we ask, �What about 'Free'?� Reprinted from the Board Report for Graphic Artists.

Slide 15:What to Look For

Unambiguous clinical outcome When compared with DRUG X, DRUG Y delivers faster symptom relief. Vague clinical outcome DRUG X is the new, effective 20 �g pill with a low incidence of discontinuation due to skin problems. Emotive or immeasurable outcome DRUG X � one of a kind or DRUG X � a source of healing power. Non-clinical outcome (eg, drug plasma half-lives or biochemical markers) Using DRUG X resulted in a 30% increase in arterial luminal diameter in post-mortem dissections. http://www.mja.com.au/public/issues/177_06_160902/lok10004_fm.html For each claim referring to clinical outcomes (A or B), we noted whether it was supported by any reference to evidence, namely a specific citation, footnote or text (including Product Information, if so referred). For any reference retrievable through Medline, we obtained the full article or abstract to determine the level of supporting evidence16 as follows: http://www.mja.com.au/public/issues/177_06_160902/lok10004_fm.html For each claim referring to clinical outcomes (A or B), we noted whether it was supported by any reference to evidence, namely a specific citation, footnote or text (including Product Information, if so referred). For any reference retrievable through Medline, we obtained the full article or abstract to determine the level of supporting evidence16 as follows:

Slide 16:Marketing by . . .

Medical Professionals Hospitals Prescription drug companies Direct to consumer advertising Non-prescription drug companies http://www.ama-assn.org/apps/pf_new/pf_online?f_n=browse&doc=policyfiles/HnE/E-5.02.HTM do not provide a fair and balanced discussion of the use of the drug product for the disease, disorder, or condition do not clearly explain warnings, precautions, and potential adverse reactions associated with the drug product do not present summary information in language that can be understood by the consumer do not comply with applicable FDA rules, regulations, policies and guidelines as provided by the FDA do not provide collateral materials to educate both physicians and consumers. http://www.ama-assn.org/apps/pf_new/pf_online?f_n=browse&doc=policyfiles/HnE/E-5.02.HTM do not provide a fair and balanced discussion of the use of the drug product for the disease, disorder, or condition do not clearly explain warnings, precautions, and potential adverse reactions associated with the drug product do not present summary information in language that can be understood by the consumer do not comply with applicable FDA rules, regulations, policies and guidelines as provided by the FDA do not provide collateral materials to educate both physicians and consumers.

Slide 17:Marketing Other Products

Food Dietary supplements Tobacco Weight loss Youth and beauty Exercise and fitness

Slide 18:Consumer Tips for Prescription Drugs

Primary purpose of ad is to sell you a product Do not assume ad gives you full story Get more information Toll-free number Reference book Your physician

Slide 19:Consumer Tips for Non-Prescription Drugs

Ignore hype: secret, special, foreign formulas, testimonials, miracle or wonder cure Get more information Select products by ingredients listed Not claims Choose single-ingredient products

Slide 20:Regulation

Industry Self-Regulation Government Regulation

Slide 21:Marketing Schemes

Multi-Level Marketing Amway, Mary Kay, Nu Skin, Sunrider $35 - $100 Kit Likely all make false/deceptive claims Telemarketing

Slide 22:Group Project 1Online Interactive Brief Screenings and Interventions

Re-write Consumer Health Assessment questions Provide a reference (web preferably for each question) Short paragraph responses For use on SurveyMonkey Carlos, Neha, Ryan, Shaun, Ted Tailored responses For use on WebCT Corey, Jason, Otto, Summer, Nestor Turn in and discuss in class on Feb 9

Slide 23:Group Project 2Online Interactive Brief Screenings and Interventions

Data collection on SurveyMonkey Feb 15 through Feb 29 Each group gets at least 100 participants Short paragraph response group Carlos, Neha, Ryan, Shaun, Ted Tailored response group Corey, Jason, Nestor, Otto, Summer

Slide 24:Summary

Marketing codes of ethics Marketing techniques Consumer Tips