The tricks Big Pharma uses so you’ll ‘bite’ on one of its drugs

Remember this line from an old commercial — “I’m not a doctor, but I play one on TV?” It’s one of those things that just sticks in your mind forever.

The “doctor” was actor Chris Robinson from General Hospital. And the commercial was for Vicks Formula 44. (Did you remember that part?)

“Doctor” Robinson has long since retired. But he’s been replaced by other play “doctors” and joined by lots and lots of play “patients.”

Only they don’t tell you that like Chris did.

Here’s how far this charade has gone.

This summer Johnson & Johnson won a big advertising award. It was for a drug to treat RA called Simponi, and they wanted to show how easy it is to use.

So its ad agency made up Cate Jackson. She’s presented as the typical person who “has” RA. A photographer followed “Cate” around for a whole month. And you hardly notice when she gives herself that injection of the drug — it’s that simple!

Now while fake Cate loves Simponi, there are also fake doctors and patients who adore Crestor. Like the “super fan,” who wears the drug’s colors and tells the TV “doctor” that “I’m down with Crestor!”

And then there’s Prolia, that horribly dangerous osteoporosis drug.

Its maker, Amgen, has lots of fake stories from “women like you” to sell it.

Only they’re not really like you. They’re actresses, and I bet not one of them ever took the drug. And the lines they’re reading are made up, coming straight from Madison Avenue. Not the personal, touching stories they want you to think they are.

Big Pharma will do just about anything to sell its products. And since the FDA allows TV advertising, you can expect to see almost anything it thinks will make you bite on its “wonder” drugs.

But remember, it’s just an ad pitch.

And if you “ask your doctor” about one of these drugs, an ad man gets his wings.

Sources:
“Fake patient story wins real-life marketing award? Discuss” Tracy Staton, Fierce PharmaMarketing, fiercepharmamarketing.com