What�s shocking is: Pharmaceutical companies spent an estimated $1.9 billion on TV advertising in 2005.  Frosch and his team studied a sample of 38 ads for prescription drugs that were on television in June and July of 2004. From this they were able to determine the common strategies.

Using a statistical analysis based on the frequency an ad was aired, the researchers report that 82 percent of the ads made "factual claims," but much less provided further information about illnesses such as causes (26 percent), risk factors (26 percent) or prevalence (25 percent).

And what may be the most important part of all this:  98 percent of ads made "emotional appeals," and 78 percent implied that use of the medication would result in social approval. Fifty-eight percent of the time, products were depicted as medical breakthroughs.

According to the article, the drugs advertised included Allegra (allergy), Ambien (insomnia), and Cialis (impotence), among others.

An Average American Watches

16 Hours Of Drug Ads Per Year!

According to the new study, only two developed countries -- the United States and New Zealand -- allow drug companies as much open and almost unrestricted access to the TV airwaves.

And chew on this: the average American television viewer now spends 16 hours a year watching prescription drug ads, "far exceeding the average time spent with a primary care physician," Frosch's team said.

But drug advertising wasn�t always this �wide-wild-west.�  Before 1997, any drug ad -- on the air or in print -- had to include lengthy details about the drug. Those details are still found today in magazine ads for prescription drugs.

But, in 1997, the U.S. Food and Drug Administration made it easier for the companies to advertise on TV. "They could just make a major statement that captures the primary risks and make adequate provisions to refer the consumers to other sources for more detail," Frosch said. "They refer to a concurrent print ad or a website or toll-free number."

"The ads are effective in moving consumers to ask doctors for these prescriptions," he said. "And patients sometimes get the prescriptions, even though it's not the appropriate drug."

Frosch called on lawmakers to change the rules to force drug companies to provide more information about the medications they advertise. He also suggested that customers be skeptical of drug claims.

In 2006, the American Medical Association called for a temporary ban on advertising for newly approved drugs.

So what�s the bottom line on all this?  What�s amazing is that tricky marketers can create an exhibit so good that people actually believe they have a fake disease.  What�s even more amazing is that it seems like, if what the new research is showing is correct, that drug companies are BOMBARDING the major television networks with similar advertising techniques designed to make consumers run to their doctors and demand what they just saw on the commercial.

With sophisticated market research, advertising techniques and almost unlimited funds� you have to wonder� do you really have a health problem serious enough to require prescription medication� or� are you just responding to the emotional appeal of an ad?

It�s something to think about when you realize ALL drugs have side effects.

And don�t forget, if you ever have any questions or concerns about your health, talk to us. Contact us with your questions. We�re here to help, and don�t enjoy anything more than participating in your life long good health.

 

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