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You’ve seen plenty of them: DTC (Direct-to-Consumer) pharmaceutical ads that mention the drug,
but not its purpose. That’s because the
FDA mandates that if a drug states its purpose in an ad, the side effects must
be clearly communicated.
Some advertisers let this framework handcuff them to a
fast-spoken laundry list of nasty side-effects.
I think “gas with oily discharge” is the worst I’ve heard.
Others work the side effects into forced dialogue between
characters in the commercial. The
current Yaz TV spot is a perfect example.
Three hot twenty-somethings at a club discuss the side effects of the
birth-control pill over drinks, and the conversation ends something like: “You
should know. After all, you’re the doctor.” [Poorly acted laugh and fade to logo.]
But for advertisers with a well-established brand, stating
the drug’s purpose is a moot point.
After all, by now we already know what “the purple pill called Nexium”
does.
Take Pfizer’s current Viagra spot running in Canada
described in today’s New York Times. The
ad is set in a bowling alley. Two men
speak in gibberish, with the only understandable word being Viagra. A subtle wink-wink, nod-nod implies the men
aren’t talking about their bowling game.
Neither the drug’s purpose nor its side effects are mentioned, but we
all get the hint about the former.
DTC pharmaceutical ads have been blasted by critics for
throwing a wrench into the gears of the doctor-patient relationship, providing
incomplete or misleading information, and appealing to our emotions as opposed
to providing objective info. Viagra’s
bowling alley spot seems to validate these arguments in many ways.
Big pharma is facing big challenges as patents expire on
important drugs and rules over generics change.
The power of brand will become increasingly important for the major
industry players. But what happens when
doctor-prescribed drugs are marketed in the same fashion as soap or laundry
detergent?
Contrary to what many people seem to think, persuasion isn’t
an inherently nefarious thing. I’m all
for DTC pharma spots – if they’re done responsibly. But when the powers of branding and
persuasion are applied to products that have such huge potential to either help
or hurt us, where do we draw the line?
In my opinion, Pfizer’s Viagra spot crosses it.
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