Vioxx and Celebrex advertising to blame for injuries
When drugs are sold as consumer products, it is hard for consumers to appreciate the difference. No wonder than that at least half of all Americans takes at least one prescription drug, with one in six taking three or more medications. But what role did direct-to-consumer advertising play in Vioxx related deaths and injuries? And if direct-to-consumer advertising is such a wonderful thing, as claimed by PhRMA (Related article: Advertising strategy for prescription drugs), the association of drugmakers in the US, then why was all Celebrex advertising pulled off after it was found that Celebrex increased the risk of heart attacks and the drug was likely to be recalled? (Related article: Pfizer refuses to recall Celebrex despite safety concerns and mounting class action lawsuits)
Drug industry spokespersons admit that direct-to-consumer advertising may be a problem
Indeed, Dr. Eric Topol, the world-famous cardiologist and an early critic of the dangers of Vioxx, has been calling for putting an end to direct-to-consumer advertising, but many other experts think that direct-to-consumer advertising may have exacerbated the situation. In other words, more Americans may have been killed or injured because they believed the cheerful images and words in ads for Vioxx and Celebrex.
While Merck CEO Raymond Gilmartin (Related article: Courts force Gilmartin to testify in Vioxx class action lawsuits) has refused to come clean and apologize for Vioxx related deaths and injuries, his peer Hank McKinnell, CEO of Pfizer is speaking out against direct-to-consumer advertising. In an interview with Fortune magazine, McKinnell admits that drug ads fail to communicate the adverse side effects. It is no secret that the announcer's voice is softer and the reading pace much faster when talking about adverse side effects. The text on the television screen and in print media about side effects is smaller as well and is written in highly technical language making it almost impossible for an average consumer to fully understand the risks. McKinnell adds, "...We have left the impression that all drugs are safe. In fact, no drug is safe... I see a role for direct-to-consumer advertising, but there are unintended consequences that we're all going to have to deal with."
McKinnell deserves praise for admitting his mistakes. His own company Pfizer aggressively advertised Celebrex after recall of Vioxx. If problems would not have been found with Celebrex, Pfizer might have spent over $100 million on advertising Celebrex alone in 2004.
Dyke Hendrickson, an analyst who follows the drug/biotech industry, agrees with McKinnell. He says, "Life sciences executives should spend more money on educating the public and less on advertising..." He suggest that drug companies launch public-awareness campaigns to let consumers know what they are doing to ensure public safety. Management consultants agree that this is the right thing to do.
Tips for consumers when you watch an ad for a prescription drug
- Do not forget that this is an ad. So don't believe everything.
- While doctors do not like their patients telling them what drug to prescribe, it is still OK to talk to your doctor about a drug if you can't stop yourself. But always trust the opinion of the doctor rather than ask for a specific drug simply because a friend told you about it or you watched it on television.
- Visit the website of the drug/company and do your research about it. More specifically do a Google search, and see if other respectable websites are talking about it.
Recommended article: Pain relief medication guide
