Consumer Health Advertising and Marketing Chpt 4 Adapted from Jim Grizzell @ CSU Pomona
Advertising & Marketing
The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media
To offer for sale
Placement of announcements and persuasive messages in time or space
Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who
Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
American Marketing Association Code of Ethics http://www.marketingpower.com/live/content435.php
AMA Code of Ethics
Participants in the marketing exchange process should be able to expect that:
Products and services offered are safe and fit for their intended uses
Communications about offered products and services are not deceptive
AMA Code of Ethics
Avoidance of false and misleading advertising
Rejection of high-pressure manipulations, or misleading sales tactics
Avoidance of sales promotions that use deception or manipulation
Weasel words & phrases
“ Do not use puffery statements or hype (i.e. we make the best widgets East of the Rockies), but do inform the reader of your status in your industry”
What to Look For
Unambiguous clinical outcome
When compared with DRUG X, DRUG Y delivers faster symptom relief.
Vague clinical outcome
DRUG X is the new, effective 20 μg pill with a low incidence of discontinuation due to skin problems.
Emotive or immeasurable outcome
DRUG X – one of a kind or DRUG X – a source of healing power.
Non-clinical outcome (eg, drug plasma half-lives or biochemical markers)
Using DRUG X resulted in a 30% increase in arterial luminal diameter in post-mortem dissections.
Marketing by . . .
Prescription drug companies
Direct to consumer advertising
Non-prescription drug companies
Marketing Other Products
Youth and beauty
Exercise and fitness
Promotes dietary imbalance
High fat, high sugar, low nutrients, snacks
Goal of children’s shows to sell products
Toys, video games, cereal, other shows
Health benefits of specific foods
Low in sugar but high in fat
No talk of overall diet
Most ads misleading
Claim we can’t meet nutritional needs
Claim products can prevent or treat disease
Unwarranted claims protected by free speech
1994 Dietary Supplement Act
http:// vm . cfsan . fda . gov /~ dms / supplmnt .html
FDA regulates dietary supplements under a different set of regulations than those covering "conventional" foods and drug products (prescription and Over-the-Counter).
Under (DSHEA), the dietary supplement manufacturer is responsible for ensuring that a dietary supplement is safe before it is marketed.
FDA is responsible for taking action against any unsafe dietary supplement product after it reaches the market.
Generally, manufacturers do not need to register with FDA nor get FDA approval before producing or selling dietary supplements. Manufacturers must make sure that product label information is truthful and not misleading.
FDA Post market
FDA's post-marketing responsibilities include monitoring safety