More on Direct to Consumer Pharma Advertising
May 23, 2008
– Comments (5) |
RELATED TICKERS: JNJ
I got my pants(?) in a bunch recently over what might be the start of a trend in direct to consumer (DTC) pharmaceutical advertising. The gripe was with a couple of sponsored youtube contests for user generated advertising of pharmaceutical products. Those blogs are here and here.
I just recently read this month a commentary / perspective piece in the New England Journal of Medicine on the topic of DTC advertising. This wasn't related to the issue I had, but instead was a discussion on a particular advertisement by JNJ for Cyper - coronary stents.
It is a good pro and con consideration of the benefits and pitfalls of DTC advertising of this particular medical device. For those interested in these kinds of arguments, I recommend giving it a read.
http://content.nejm.org/cgi/reprint/358/21/2197.pdf
May require registration. The opening only is here.
The pros as I see them are that consumers / patients may be made aware of conditions that they suffer from but were otherwise unfamiliar with i.e. it may spurn those to seek medical assistance that wouldn't have otherwise. It could also help initiate questions / discussion with a physician, an often intimidating experience where break-the-ice inquiries would be helpful.
The cons are the impressions given in a brief 30 second spot that something is 'curable' with minimal risk discussion. Alternatives don't get any play either (diet in place of a pharmaceutical solution for example). In general, sound-byte education is never adequate and can often lead to bad choices (as investors know well enough).
No simple answer either way. And a situation that does indeed require constant vigilance (and need to stay the heck off Youtube!).
Zz (who does own some JNJ by the way).
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