Using as reference:
- Gould, M. (2013). Marketing Principles. Research Starters: Business (Online Edition),
- Thomas, R. K. (2015). Marketing health services (3rd ed.). Health Administration Press.After clicking the above link, click on chapter 2 and 8 to read them.
- Don’t get sold on drug advertising. (2017). Harvard Men’s Health Watch, 21(8), 4-5.
Media markets saturate consumers with a plethora of advertisements, especially for pharmaceuticals (prescription and over the counter). However, consumers oftentimes have difficulty understanding the intention of these advertisements. Find two Internet, two print, and two media advertisements (television or radio) for medications (either prescription or OTC), and analyze each advertisement on the following points:
- Define the target market for the advertisement.
- Describe the underlying message that the advertisement is communicating.
- Explain the assumptions that the advertisement is based on.
- Discuss how the advertisement addresses cost, benefits, and side effects.
From your research, what can you conclude about the advertising methodology that the pharmaceutical industry directs at consumers?
In two diferent paragraph give your personal opinion to Leslie Vang and Tyler Blevins
There are so many advertisements for various drugs. With that being said, the way a drug is advertised usually helps or hinders the amount of money made off of that drug. I have found several different advertisements for drugs. There are a few i am going to discuss.
The first is the drug Cialis. The target market for this drug is mean who suffer from erectile dysfunction. However, this doesn’t just appeal to men, it appeals to women as well. The underlying message for this drug is that no matter age or condition, this drug can keep the love life alive. This is assuming that older men suffer from ED and that with this drug it will keep them performing. When it comes to the TV commercial, they have spent almost 250 million dollars, and throw in a little blip at the end of the side effects and possible benefits to using this drug.
The next drug i am going to discuss is Lyrica. Lyrica is a drug that is for both nociceptive and neuropathic pain. The advertising is focusing on those that suffer from these conditions. The must do well advertising because they generated 5.2 billion dollars in sales in 2014. They are assuming that if you take this drug, pain will subside. Spending 230 million on advertising and doing 5.2 billion in sales seems like a good cost to benefit scenario. And once again there are small blips at the end of the commercial that talk about possible side effects.
The third drug i chose to analyze was one i heard on the radio. That drug would be Chantix. Chantix is a smoking cessation drug used to help smokers drop the habit. The underlying message is that by using Chantix you can drop the habit of smoking. However, Chantix does have some more severe possible side effects such as problems if you drink alcohol while taking it, and seizure risks. With side effects more serious, money spent on advertising wasn’t near as much as the others listed above.
Another radio advertisement I heard was for Celebrex. Celebrex is used for arthritis and pain management. Obviously the target market for this drug are those who suffer from arthritis pain. When listening to this advertisement, it makes it seem that if you take Celebrex all your arthritis pain will fade away. The advertisement allows for small spending with great benefits and minor side effects.
I haven’t seen to many paper advertisements, due to the fact that most things are on social media or some type of media in general. What I have seen though have been advertisements for Latuda and Abilify which are both bi-polar and depression medications. Several individuals in the U.S. suffer from some type of depression disorder. I have seen these ads in magazines in waiting rooms of medical facilities. There have been millions of prescriptions written for both of these drugs. The underlying message is that most people suffer from some type of metal disorder and with the help of these drugs, people can get back to their true self. With the costs and benefits being affordable and seeing results, the side effects from these products are minimal compared to the results they provide.
Pharmacy Times. (August 08, 2015). 10 Most-Advertised Brand-Name Drugs. Retrieved from: https://www.pharmacytimes.com/news/10-most-advertised-brand-name-drugs
ProCon.org. (April 04, 2014). Drug Ads Gallery. Retrieved from: https://prescriptiondrugs.procon.org/drug-ads-gallery/
Lo LoEstrin Fe
Target market: Teenage girls, young ladies, women
Underlying message: Pregnancy prevention with the lowest daily dose of estrogen available, “may result in short, lighter periods”
Assumptions: Anyone can take Lo LoEstrin by seeking medical approval; it is the social norm for females to take birth control pills, advertised as the “#1 prescribed brand”
Cost: not addressed
Benefits: Infiltrates two female hormones: Estrogen (ethinyl estradiol) and Progestin (norethindrone acetate).
Side Effects: (most common):spotting, bleeding between menstruation, nausea, breast tenderness, headache; (less common): acne, reduced libido, bloating or fluid retention, depression, high cholesterol or blood sugar, weight gain
Opdivo (nivolumab) + Yervoy (ipilimumab)
Target market: individuals diagnosed with lung cancer, patients that test positive for PD-L1
Underlying message: Newly FDA approved medication combo for adults with newly diagnosed “non-small cell lung cancer” that has metastasized;
Assumptions: the medications are used to treat certain cancers within the immune system;
Cost: not addressed
Benefits: medication combo is used as “first treatment for adults with advanced stage lung cancer.” combo is free of chemotherapy.
Side effects: (most common): fatigue or tiredness, diarrhea, rash, itching; nausea; muscle pain; bone & joint pain, fever, cough, decreased appetite, vomiting , abdominal pain, shortness of breath, respiratory tract infections, headache, low thyrough hormones, decrease weight, dizziness; (severe): pneumonitis, colitis, hepatitis, hormone imbalance, kidney failure or inflammation, skin issues, encephalitis, neurological issues.
Vyvanse (lisdexamfetamine dimesylate), introduced by an actress
Target market: Adults with Attention Deficit/hyperactivity disorder
Underlying message: Treats ADHD in adults, comes in capsules of 20-70 mg (increments of 10 mg), 2 hour onset, results vary, (floating label)
Assumptions: Relieving ADHD symptoms, enhancing quality of life
Cost: Prescription only, (floating label),
Benefits: Treats ADHD symptoms; provides 18008282088 & www.vyvanseadult.com for further information (floating label)
Side Effects: Presented by another person who could be assumed as a “Pharmacist” (most common): Seizures, blurred vision, ticks; (less common): decreased appetite, trouble sleeping, dry mouth, diarrhea, nausea.
WEllbutrin XL (bupropion HCI)
Target market: Adults 18> with depression
Underlying message: treats adults with depression, 1 pill daily, extended release, risks may vary (floating label)
Assumptions: Relieves depression/anxiety, enhancing quality of life
Cost: Prescription only (floating label)
Benefits: Treats depression, provides 18003108855 & www.wellbutrin-xl.com for more information (floating label)
Side effects: (Voice over) Seizures thoughts of suicide, elevated blood pressure & hypertension, precipitate a manic, mixed, or hypomanic manic episode, neuropsychiatric signs and symptoms, Angle-Closure Glaucoma; (sustained release): dry mouth, nausea, insomnia, dizziness, pharyngitis, abdominal pain, agitation, anxiety, tremor, palpitation, sweating, tinnitus, myalgia, anorexia, urinary frequency, and rash.
Target market: Men, male
Underlying message: Male enhancement for weak erection, organ enlargement; individual results may vary; Consist of “Big 3” : Strong vasodilation, “targeted delivery system,” potent protodioscin (Testosterone boost); rated A+;
Assumptions: Increase male sexual organ and performance, increase quality of sexual life
Cost: purchase through internet, 1x $39.95, 3x $79.95, 5x $ 19.95; 90-day money back guarantee
Benefits: “magic bullet” enhancement that increases confidence; Awards: Rated #1; Beware of Cheap Imitations; Documented to work; Bigger, harder, & longer lasting erections; Faster recovery time & erection; increased powerful orgasms; all around high sex drive; 1800-803-0468 or www.SizeGenix.com for ordering or further information
Side Effects: Take on empty stomach, don’t take alcohol; may be too strong if taking 2, start with 1 per day.
Target market: Adults with moderate to severe psoriasis
Underlying message: Clear skin lasts longer, Medication to treat active psoriatic arthritis, ankylosing spondylitis, & non -radiographic axial spondyloarthritis & objective signs of inflammation, 300 mgs per pill.
Assumptions: RElieves symptoms & signs of psoriasis
Cost: Prescription only
Benefits: most skin clearing within 12 weeks; fast results, clinical trials: 8/10 people saw 75% clearance, 6/10 people saw 90% clearance, results at i year were sustained for 5 years.
Side Effects: Affects immune system, decreases ability to fight infections, increased risk of severe side effects; cold symptoms, diarrhea, and upper respiratory infections.
Advertising can come in various forms such as product claims, reminders, or to seek help. Most of them are direct with their product to the target market and inform of side effects and contraindications. Not all advertisements provide direct costs or that they are FDA approved. If it is not FDA approved there are some instances that it is mentioned. For the most part, the advertisements will always direct seeking information with your physician if the medication is right for them.
Kline, G. S. (Writer). (2016, October 27). Wellbutrin XL [Television broadcast].
LoLoEStrin [Advertisement]. (2020, June 29). People Magazine, 01(01), 17-18.
Opdivo + Yervoy [Advertisement]. (2020, June 29). People Magazine, 01(01), 53-54.
Results With COSENTYX. (2020). Retrieved June 26, 2020, from https://www.cosentyx.com/plaque-psoriasis/treatment-results?utm_source=HealthGrades
Shire (Writer). (October 23). Vyvanse [Television broadcast].
SizeGenix. (2020). Retrieved June 26, 2020, from https://www.ron-jeremy-reviews.com/reviews/sizegenix/