Deceptive Drug Ads?

Like the Jedi Force, marketing is not inherently good or evil. When well-executed, it is influence. It is powerful. I remember first seeing Merck’s and Schering-Plough’s Vytorin ads(both print and tv) and thinking that they were quite clever and effective. But sometimes, the law decides that it needs to step in. Three pharmaceutical companies are facing scrutiny at a hearing that deals with deceptive television ads.

The ads in question are Merck’s and Schering-Plough’s Vytorin, Pfizer’s Lipitor, and Johnson & Johnson’s Procrit commercials. And what’s deceptive about them?

The Lipitor ad features the inventor of the artificial heart. Doesn’t sound like too big of a deal. But the only problem is that he appears to be dispensing medical advice—and he’s not a practicing physician. The commercial for Vytorin was pulled after a study revealed that it doesn’t lower cholesterol any better than an older generic drug. And Procrit, which treats the anemia related to chemotherapy, represented itself as a way to deal with “cancer fatigue.”

Head of the U.S. House of Representatives Energy and Commerce investigative panel, Democrat Bart Stupak, called for tighter restrictions on direct to consumer ads, saying “Pharmaceutical companies should consider it a privilege to be allowed to air DTC ads in this country…We should make sure that pharmaceuticals companies conduct themselves responsibly.”

Representatives from the companies–as well as several Republican lawmakers–say that the ads motivate consumers to get more information and see their doctors. Republican John Shimkus of Illinois also brought up the point that the FDA has not had the chance to crack down on these ads since they’ve been granted the power to do so earlier in the year.

Next week, the FDA will hold its own hearing regarding the ads.

The only other country to allow drug companies to promote ads to consumers is New Zealand. I’m curious what other Beneath the Brand readers think about the issue: if drug companies should be able to market directly to consumers with or without restrictions—or if they should be allowed to market DTC at all. It’s not a cut and dry issue.

Marketing folks are a creative bunch—one run through the Vytorin ad will tell you that. But there are ways to help connect consumers with quality products and services without deception.

Read the whole article at Reuters.