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Pharma Marketing Faces a Character-Count Conundrum
this_boat_is_real writes "There's growing concern over how pharmaceutical companies use social media and the Internet to market their products. Last November, the US Food and Drug Administration held a hearing on the topic, and many were worried over how marketing mediums such as Twitter — which has a 140-character limit on text — can sufficiently disclose drug risks." Here's the FDA's announcement about last year's hearings, which includes links to an archive of presentations as well as a video record of the meeting.
A simpler solution- don't use twitter. Why the fuck are you looking for medical advise on twitter?
I still have more fans than freaks. WTF is wrong with you people?
My dealer uses twiiter.
"The average reporter we talk to is 27 years old......They literally know nothing." - Ben Rhodes
An even easier solution - don't advertise prescription drugs to patients.
(The over-the-counter drugs are generally low-risk, and in any case the warnings are right on the packaging when you buy them.)
Why the fuck are you looking for medical advise on twitter?
Restless Thumb Syndrome?
If brevity is the soul of wit, then how does one explain Twitter?
"Buy __MIRACLEDRUG__ to cure __DREADDISEASE___. See your doctor before using. May be fatal."
There, as long as __MIRACLEDRUG__ and __DREADDISEASE__ aren't too long I think we've met the 140-character limit and mentioned the worst possible side-effect. Can we archive this discussion now?
Knowledge is how to play a game, intelligence is how to win, wisdom is knowing what game to play.
Yo dawg, I herd you like side effects so we put a Viagra in your Viagra so you can go blind while you get priapism. http://www.viagra.com/
You can hold down the "B" button for continuous firing.
Quit allowing the advertisement of prescription drugs. The reason that prescription drugs are, well, by prescription, is that they may carry significant risks, and careful evaluation by a professional is required as to whether a patient should take them.
If a patient needs a prescription, let their doctor be the one who gives them their options, based on a full discussion of the risks and benefits of each possible one, and let the patient be the one to decide based on this information. And while we're at it, let's disallow the pharma companies from ever knowing how often a given doctor prescribes their stuff, so that they can't give any type of reward or kickback (they would still, of course, know how often they're prescribed in aggregate).
Medical decisions should be made based upon a detailed discussion with a professional, not a glossy brochure.
To fight the war on terror, stop being afraid.
You shouldn't get medical advice from a drunk dude in a bar, but people do it. My guess is that this group seeking medical advice on Twitter overlaps very nicely with the group of people most susceptible to medical advertising.
Obligatory XKCD.
Good idea. But that still leaves Caucasian Womens' magazines and TV. Have you picked up an issue of Home and Garden lately? That mag and those like it are chock full of two-page spreads of women frolicing in fields aside pink-and-blue of bipolar graphic design.
Meanwhile, erectile dysfunciton medicine ads are featuring younger and younger men. Then there's the awkwardness of having to explain them to your kids who see them on TV.
Hah! I love the closing line in the image you linked: "Treatment patients can live with!"
Setting the bar kinda low now, aren't we?
Your brain is not a computer.
At least it improves on their draft slogan, "AstraZeneca: culling the unfit from the gene pool through unfortunate accidents since 1999".
You can hold down the "B" button for continuous firing.
Anyway, the fine nation of Uganda has the .ug TLD. All we have to do is obtain dr.ug and set up a URL shortening service... What could be more logical?
Dr. Uganda?
Computers are useless. They can only give you answers.
-- Pablo Picasso
See?
There's more info in 144 characters than you'll get from the tv commercials.
Even better would be to go back to the good ol' days and prohibit marketing prescription drugs to anyone without a license to prescribe drugs. Crazy, I know.
I am becoming gerund, destroyer of verbs.
Sounds to me like with the exception of the (possibly) the last bullet point those kind of ads should be banned. They play into people's fears and constant need to "enhance" themselves. These companies are just hoping to make us all hypochondriacs and it seems to be working sadly. The ins and outs of various diseases and medicines should be left to the expert, the doctor, not some half-brained twit who rots their brain watching hours and hours of pharma ads.
If you can't SELL directly to the consumer then you should not be allowed to market to the consumer. These are substances that are considered so bad that untrustworthy civilians can't be trusted to buy them without a doctors referral. That line of reasoning should apply to the ads. People that can't be trusted to buy their own drugs should not be conned into demanding them from their doctor.
A Pirate and a Puritan look the same on a balance sheet.
The disclosure laws are there for a reason. If you can't satisfy their requirements in a tweet then you can't advertise pharmaceuticals on Twitter. If you can't satisfy them in a Google ad then you can't advertise pharmaceuticals in a Google ad.
This isn't affecting any one company over another or anything like that. It's just following the laws to their conclusion -- and, really, going right along with their intention. Putting a drug in your body is of much greater consequence than what company you buy your mass-produced junk from, and these laws make sure drug companies can't just do snappy, feel-good 10-second spots with no substance whatsoever like beer companies and cola companies.
A big part of advertising is repeating a brand name over and over. There's an impression made by hearing a brand name in association with positive images or text, even if you aren't very involved with the ad. The disclosure laws try to prevent companies from just spamming you with impressions and making sure there is substantial information right up front. If it's behind a link, as many of these companies propose, that's all lost. The casual eye skips over, gets the positive impression and none of the disclosure.
So... within our current framework if there's no room to disclose right up front there should be no ad at all. Maybe the disclosure laws suck, maybe the fact that drugs are advertised at all sucks... those are separate points. As the law stands now, no Twitter ads for Viagra. Yay!
Even better are the ones that say "Tell your doctor if you have [insert disease here]". Last I knew, since my doctor is supposedly monitoring my health, my doctor should be telling me.
Otherwise, this is a blatant invitation for doctor shopping. If your doctor will not prescribe the medicine du jour, find one that will.
And ye shall know the truth, and the truth shall make you free.
John 8:32(King James Version)
Wow, as an Australian, I find this pharma marketing so bizarre. Except for over-the-counter stuff like pain killers, there is no advertising of medical products in Australia (same for NZ, UK, probably most of the rest of the western world in fact).
How can a non-expert have any idea what the best treatment is for a disease like schizophrenia? Indeed, for anything more serious than a head cold? I can imagine someone doing some serious research and making a suggestion to their doctor (who will hopefully either say 'good idea', or 'not a good idea, because....'), but basing a complex drug treatment choice on a magazine or TV ad? WTF?
Besides, big pharma spends more money on marketing than they do on research. Since probably 99% of that marketing budget is spent in the USA alone, it is incredibly wasteful.
Free speech is never absolute, and certainly never in a commercial setting. For example, your doctor cannot go post your medical records on a public website. That's free speech, but HIPAA bans it, and I think you'd find arguing that a doctor should be exempt from HIPAA on free speech grounds not to meet the reception you'd expect in court.
In advertising specifically, tobacco and alcohol ads are already restricted. Indeed, a mandate of disclosures (and a requirement that advertising be true) are all allowable restrictions.
And I say this as someone who will ardently defend the freedom of speech, even down to things one finds disgusting or shocking or distasteful. But speech when you're trying to sell something is different altogether. Speech when you're selling something that could have significant risks, ten times so. No constitutional amendment is required here.
To fight the war on terror, stop being afraid.
There is, they just have to target the doctors directly (who don't have time, knowledge or inclination to investigate the claims directly, and are more likely to be swayed by the fancy literature and free lunch accompanying the salesperson)