Star power

Earlier this month I sent you an e-Alert (“Going Hollywood” 8/12/02) about a report in the New York Times that revealed a clever advertising scheme that drug companies were using to quietly get their message out. Here’s how it works: A celebrity is paid an endorsement fee to promote a prescription drug. When the celebrity is a guest on a talk show they casually mention a health problem followed by a description of the recovery that they made (or a friend of theirs made) thanks to a remarkable prescription drug.

In this scenario, the celebrity is never identified as an endorser, paid by a drug company, so it’s never clear that you’re watching a very subtle advertisement. You might call it “stealth advertising” – it flies under the radar and no one is the wiser. Celebrities who have participated in such “acting” assignments to pitch pharmaceuticals include Lauren Bacall, Kathleen Turner, Rob Lowe, Noah Wyle, and rock singer Ann Wilson.

But it appears that producers of talk shows read the New York Times because according to a follow-up article last week – again in the NY Times – the free advertising ride has screeched to a halt.

CBS, for instance, has now adopted a policy of asking guests if they have any corporate connections. If the answer is yes and the connection is relevant to the interview, the relationship is disclosed to viewers. Similar policies are in place at the other networks and at major cable television news outlets.

But in spite of this new policy for talk show guests, sometimes the advertisement still sneaks through. Olympic gold medal figure skater Peggy Fleming appeared on ABC’s “Good Morning America” to discuss heart disease and cholesterol. She was asked if she was going to pitch a drug, she said no, and then early in the interview she described how Lipitor had significantly lowered her cholesterol level. With some prodding by her interviewer she admitted that she had an association with the maker of Lipitor (Pfizer, which she didn’t mention by name).

After the interview, GMA producers cried foul, while Fleming’s agent claimed that one of the producers had been notified about the pharmaceutical connection. In any case, Peggy got the job done, the pitch was made, and no doubt Pfizer enjoyed the ensuing controversy which gave them an additional product placement when Lipitor was mentioned in the NY Times piece.

In the meantime, I hope someone will get the word to Peggy Fleming that it’s not her cholesterol levels she should be concerned about (and medicating), it’s her homocysteine level. But homocysteine can’t be treated with any high-priced prescription drugs, so there won’t be a national advertising campaign. I wonder; will that be a problem, Peggy?

To Your Good Health,

Jenny Thompson
Health Sciences Institute