How much do you trust your family physician? Really.
Does he or she really have your best interest when considering drug therapy? Well big pharma would encourage you to take matters into your own hands and subsequently into their vast pockets.
Big Pharma has been using a different tactic to increase their sales. After all, who is treated by the drugs prescribed? Patients. We have all seen it. In drug ads in magazines and television commercials, the message is clear. Patients have to determine the best means for their health and wellness by controlling which drugs they receive. In fact, the ads imply that the patient must ask their doctor, politely of course, “why not this drug?”. I’m sure big pharma’s PR people have asked, “why didn’t we do this earlier?”.
When I first saw a television ad for a prescription medication, I thought big pharma went too far. Why do I need a commercial for male sexual enhancement? Or restless leg syndrome? I can foresee my mother-in-law neurotically researching these drug therapies and flaunting them during a checkup. The availability of information has made us better consumers but at what price? When does a physician say, “no mas”. Somehow the physician’s training has become diminished yet his risk increases if he gives in.
To imagine the worst case scenario, imagine the sad fate of Michael Jackson.Was he one of these patients who went too far? He hired a doctor, apparently, for the sole purpose of administering a specific drug. Of course the circumstances of that case are unique but not too far from a common truth. Patients may not know what is truly best for his or her health and they are forcing the hand of the physician. I still trust my doctor, so here, that back the Rx pad. Thanks, but no thanks. WARNING: this opinion may cause severe to moderate headaches, boredom, or extreme vomiting. Please do not read this in darkened rooms, confined spaces, or with your spouse after eating too many legumes.
When I first moved to NYC from Sydney, I was absolutely floored by the bombardment of pharma ads on TV (that would be illegal in Aust!). It's as if they want people to sit at home and self diagnose "Oh I have that! I need that drug!". It's crazy. It's also subliminal and creeps up on you. I don't even notice those ads now - which is VERY scary.. Great post Sonia.
ReplyDeleteBetween Nicole's post and Shayla's earlier post, we now have two topics that could divide a room at your next cocktail party. This is good stuff.
ReplyDeleteSince this isn't PoliSci or Health Science, I'm going to keep personal opinions aside and introduce another PR-related topic: Ethics.
Ethics are something to keep in mind with PR planning -- both for the business and for yourself.
Ask yourself: How do these PR programs ultimately reflect back on the company's reputation? Are the true to the brand? Will there be ramifications? (This ties to Crisis, another topic for later, so keep it in mind.)
OK, I lied, I will introduce a personal opinion. I think this question is even more important:
How do I, personally, feel about recommending and/or carrying out these PR programs? Are your values in sync with those of your company and/or client? Do you feel that your PR plan is genuine? Would you feel comfortable speaking with the press, customers, vendors, etc.?
As corny as it sounds, the answers to these questions affect your communications work, your reputation (e.g., working in hot-bed industries, such as Pharma or Tobacco) and your business relationships.
Correction: I meant to write, "Between Sonia's post and Shayla's earlier post, we now have two topics that could divide a room at your next cocktail party."
ReplyDeleteNicole's might divide a room, but pharma advertising and America's obesity problem are a bit more prickly when you discuss PR's involvement in public health vs. pocketbook health.
Good point Eric. I think to some extent, you must believe in your PR campaign in order for it to be successful.
ReplyDeleteEthics is definitely something to bear in mind in PR work. I think that applies even more in the pharma industry. When you are talking about medical drugs, you are also talking about side effects and iatrogenic (doctor caused) disease.
ReplyDeleteMy chiropractor, Dr. Gary Stewart of Riverdale NJ, claims that many thousands of people die each year from taking the doctor prescribed dosage of prescription drugs.
According to Stewart, in these unfortunate cases, the victims' metabolisms could not handle the substances' full impact. Pharma drugs pack many side effects because, once ingested, the medicine travels all through the body through the bloodstream. Therefore, an antibotic taken for a sickness will affect a whole slew of organs in the body.
This makes me glad I'm not doing PR for a big pharma outfit.
skin rash will effect a