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Direct-to-Consumer Advertisements: Dangerous for America

Shenitha Mccargo Adv. English 12. www.bing.com. Direct-to-Consumer Advertisements: Dangerous for America. Should prescription drugs be targeted directly to consumers?. The Answer: NO! Majority of the drugs are harmful and ineffective False advertisements

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Direct-to-Consumer Advertisements: Dangerous for America

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  1. ShenithaMccargo Adv. English 12 www.bing.com Direct-to-Consumer Advertisements: Dangerous for America

  2. Should prescription drugs be targeted directly to consumers? • The Answer: NO! • Majority of the drugs are harmful and ineffective • False advertisements • Less trust between doctors and patients • No FDA regulation • Sinister practices to increase profits

  3. NO FDA Approval • 1997-FDA loosened regulatory guidelines, • However, required a “brief summary” of the major risks • Problem: The small time-frame for an ad is limited • The Result: more false, vague, “media-friendly” advertisements www.bing.com

  4. False Advertisements • Drug advertisers utilize two types of persuasive tactics: • The “Appeals” Approach • The “Lifestyle” Approach

  5. The “Appeals” Approach • Features “attractive, happy people enjoying life” (Wexler) • Makes a consumer to believe that living a better life is worth the risk www.bing. com

  6. Example of The “Appeals” Approach • In the Novolog commercial, “an attractive, middle-aged woman rode her motorcycle on the open road to meet her friends for coffee.” The lady appeared happy and enjoyed life as she conversed with her friends. www.novolog.com

  7. Example of “Appeals” Approach Con’t. • Intent of ad: to say that the drug “is the only way to control your [blood sugar] and be happy” • Actuality: • “leads to lower blood sugar episodes, causing seizures,” (Wexler). • Good lifestyle changes, such as dieting and exercise, instead of the drug

  8. The “Lifestyle” Approach • Causes a viewer to believe that they need the advertised drug in order to live a better life • Mostly use celebrities’ or well-known peoples’ inputs to sell the product www.bing.com

  9. Example of The “Lifestyle” Approach • In an ad for lowering cholesterol, a common physician “was jogging with his son.” • Claimed that the drug was “the most-studied of its class” and “he would not be able to do this” • Actuality: • The ad failed to explain the quality, effectiveness, safety, and usage of the drug

  10. Drug Industry’s Sinister Practices • The use of “The Obstacle Response Guide” • Pay people to say false inputs about the product to make a sell • False statistics • Despite side effects found, the drug is manufactured www.worldof dtcmarketing.com

  11. VIGOR Trials • Merck company claimed the drug “Vioxx could be 8-11 times safer the other anti-inflammatory,” (7). • The truth: increased cardiovascular complications

  12. “Obstacle Response Guide” • Used to evade questions • Provides commonly-asked questions and responses • Pharmaceutical industry persuade doctors to give the product to patients The Obstacle Response Guide

  13. Less Trust Between Doctors & Patients • Patients have a necessity for a drug, causing uncertain pre-diagnosing • Also, a harmful drug can cause a patient to become severely ill and blame doctor for prescribing the drug; instead of the drug company.

  14. All About The Money • Increased prices of the DTC drugs to pay for advertisement • Dr. Jack Watson inferred the “DTC marketing bears some responsibility for the doubling of U.S. health insurance premiums [since] 2000” (“Side Effects”). www.bing.com

  15. What Should Be Done? • The government needs to fully enforce regulation laws • Spend more money on adequate research instead of advertisements • Ads need to inform the public about product, instead of sells

  16. Works Cited Presley, Holly. “Vioxx and the Merck Team Effort.” Kenan Institute for Ethics. 1 September 2009. www.duke.edu/web/keanethics. “Side Effects: Patients and Physicians May Pay Price for Direct-to-Consumer Drug Advertising.” AlumniNews. 2008. 3 September 2009. www.mce.edu. Wexler, Randy. “TV Drug Ads: Do You Really Need Those Medications?” Wellness Center. 22 May 2008. 2 September 2009. www.netwellness.uc.edu.

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