Direct-to-Consumer Advertisements: Dangerous for America

Direct-to-Consumer Advertisements: Dangerous for AmericaShenitha MccargoAdv. English 12

www.bing.comShould prescription drugs be targeted directly to consumers?The Answer: NO!Majority of the drugs are harmful and ineffectiveFalse advertisementsLess trust between doctors and patientsNo FDA regulationSinister practices to increase profitsNO FDA Approval1997-FDA loosened regulatory guidelines, However, required a brief summary of the major risksProblem: The small time-frame for an ad is limitedThe Result: more false, vague, media-friendly advertisements

www.bing.comFalse AdvertisementsDrug advertisers utilize two types of persuasive tactics: The Appeals ApproachThe Lifestyle Approach The Appeals ApproachFeatures attractive, happy people enjoying life (Wexler)Makes a consumer to believe that living a better life is worth the risk

www.bing. comExample of The Appeals ApproachIn 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.comExample of Appeals Approach Cont.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 drugThe Lifestyle ApproachCauses a viewer to believe that they need the advertised drug in order to live a better lifeMostly use celebrities or well-known peoples inputs to sell the product

www.bing.comExample of The Lifestyle ApproachIn 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 thisActuality:The ad failed to explain the quality, effectiveness, safety, and usage of the drug

Drug Industrys Sinister PracticesThe use of The Obstacle Response GuidePay people to say false inputs about the product to make a sellFalse statisticsDespite side effects found, the drug is manufactured

www.worldof dtcmarketing.comVIGOR TrialsMerck company claimed the drug Vioxx could be 8-11 times safer the other anti-inflammatory, (7).The truth: increased cardiovascular complications

Obstacle Response GuideUsed to evade questionsProvides commonly-asked questions and responsesPharmaceutical industry persuade doctors to give the product to patientsThe ObstacleResponse Guide

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

All About The MoneyIncreased prices of the DTC drugs to pay for advertisementDr. Jack Watson inferred the DTC marketing bears some responsibility for the doubling of U.S. health insurance premiums [since] 2000 (Side Effects).

www.bing.comWhat Should Be Done?The government needs to fully enforce regulation laws Spend more money on adequate research instead of advertisementsAds need to inform the public about product, instead of sells

Works CitedPresley, 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.