“Scooter and drug companies use
DTC ads for people or profit?
United States and New Zealand only 2 countries in the world to use DTCA. Why?”
~ Cynthia G. Creel
March 29, 2013
Up date March 29, 2013
My Story:
One of the best things about having children are the activities you have an opportunity to participate one more time only this time as an adult. A totally different feeling.
I was excited! I had not been ice skating in about 10 years. My daughter who was about 55 pounds at the time was giddy to go for her very first time. We glided on the ice with my daughter unsure of herself. We turned she grabbed me and as we both fell my foot grabbed the ice and my leg twisted while my foot stayed put.
Yep, I had a spiral fracture to my lower leg which required surgery, prescription drugs, crutches and the use of a scooter. Back then I used prescription drugs were needed to control the pain and the crutches or scooter were only used until I could walk with full weight on both legs, Again only a temporary use for both. I was thankful I had both when I needed them, I am happy to say I no longer need them.
The challenge:
When I had my skating accident the idea was only to use the drugs or an aid in walking as much as needed. The results of my injury wouldn't be known for a full year. I never feared I wouldn't be able to walk, just how well.
For years I have seen many ads for prescription drugs and offers for a “free” scooter from the Scooter Store. How much does this affect our health? What we buy, what we ads push us to buy and our actions creates an effect that may not be all that positive in the long run.
Out of the people I have talked to may quote commercials for the drugs to take care of symptoms creating a connection from an ad campaign to “inform” or to present a need for mobility that only a chair can provide or relief that a only a particular drug can help.
Mail online (9) reported on new critics are claiming that industry leaders like The Scooter Store and Hover round (marketing motorized scooters or wheelchairs) are misleading the public by possibley promising more mobility than actually possible creating sales reaching nearly $1 billion in the US for power wheelchairs and scooters. Members of Congress indicate the ads leads to hundreds of millions of dollars to people that most likely do not need assistance with reports find that up to 80% of the people receiving power wheelchairs or scooters did not met Medicare’s criteria to qualify for one.
With the drug industry and scooter stores company are both using is direct-to-consumer advertising (DTCA) that can educates patients about what is available for medical needs.
All of this advertising could place an idea of a need and the patients may be putting undue presser on doctors to provide this possible ad induced need. In 2011 the Scooter Store and Hoveround both spent upwards of $180 million on ads to “educate” and encourage people on items that they may qualify for with ads stating “Nine out of ten people got them for little or no cost.” Recently the Scooter Store was raided by Fedral agents creating a reaction of massive layoffs.
The drug industry also uses DTCA to “educate” consumers in the Untied States on a disease or disorder that matches one of their drugs. In a study (2) it was also found that the DTCA had a large impact on patients’ asking for specific drugs from their doctor’s with no added benefits to health.
According to the Bulletin of World Health Organization ( 10 )Pfizer spent about US $260 million that was only one ad campaign to promote Lipitor using a non licensed doctor never having been able to subscribe prescription drugs before or when the ad was produced. The DTCA have been legal in the US since 1985 and only became popular starting in 1997 with last years ads totaling nearly US $5 billion. The only other country using DTCA in the world is New Zealand with population of about 4 million.
With another study showing DTCA in 2005 drug companies spent US $4.2 billion with another US $7.2 billion towards doctors with a median increase of sales on 64 drugs of $2.20 per every $1 spent.
New ways to get around laws:
If we include the influence of advertising though online interactive social media “Web 2.0” technologies (eDTCA) the effects from indirect advertising may be much more effective in creating a want. The Journal of Medicine Internet research shows in 2010 drug companies used eDTCA 100% of the time to market themselves and their top selling drugs. There is a warning that globally this is a way to circumvent the traditional way of DTCA a regulators on a global scale must attempt to create new policies or safety goals addressing this new way of gaining profits.
Results:
The DTCA seem to create an increase in sales not only educating patients that there is a need but possible creating the need itself with the programming of asking a product by name for a doctor to prescribe that brand or product. The end result billions on ad campaigns creating a need to bring in more profits for the company spent to create a larger income.
Is the true goal of these companies to educate or to educate to buy. I have a hard time with the idea that a company is only interested in education if they tie the commercials with a want to buy the companies product of going places with a motorized wheel chair or scooter or describing a health problem with the name of a specific drug attached. Education would seem to be only to support the sale of a product not to just increase the knowledge of a group.
The effect:
It seems as if the target market for these companies are seniors with some difficulties. Are they an easy target to make money without regarded of the total effect of their actions? At the very least the effects of someone moving less increases the likely hood they will move less in the future with a possibility of creating an negative backlash in the long run.
Final thoughts:
As I talked about in a previous article “Following the wolf in sheep’s clothing: Super bowl ads worth every penny for the company if you buy.” (11) the power of advertising is seen everyday and is duly noted when the super bowl comes around each year with last years ads reaching almost $4 million for 30 seconds. The real question comes to mind are companies doing what is best for their customers or are they just increasing sales to earn larger profits for the company and share holders?
How much real harm there is, we may never be able to calculate. How do you judge a change in thought from having to do something that helps enforce the idea if I want something I have to move to get it vs. the idea all I have to do is get on my scooter or take this drug to be able to do? Does this take away incentive to find a different way? Will the thought change one day to the thought of taking a drug or using a scooter as overwhelming leaving the person at a weaker point in their life then if they had not had the extra help?
In the long run time will tell. In the mean time be proactive helps keep everything moving by stepping on to the Path of True Health. Remember vote with your dollars, every dollar spent is a profit for a company. Support those who will help create a world that works for everyone. Together we can change the world for the better.
By Design ~ “Life is good By Design”
Note: No company mentioned in this article is considered to serve “healthy or unhealthy” food, they were only used as an example of how business works though their history and public information. The focus was on how advertising works to sell products.
Photo by Cynthia G. Creel all rights reserved ©2013
Photo of garlic growing on the By Design Farm 3-29-2013
all rights reserved ©2013 written permission is needed to duplicate
Disclaimer: This article is not intended to provide medical advice, diagnosis or treatment. Views expressed here do not necessarily reflect those of By Design or Cynthia G. Creel. Consultation of a medical professional is highly recommended before any changes are considered. This article is not saying anyone person in a leadership position is unhealthy or healthy, it is just a possibly of many and is only speaking in general terms. .
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Sources:
(1) http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2661977/
(2) http://www.ncbi.nlm.nih.gov/pubmed/16076787
(3) http://www.healthcouncilcanada.ca/cnt_nws.php?id=123&typ=news “
(4) http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1863525/
(5) http://www.ncbi.nlm.nih.gov/pubmed/16076787
(6) http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1744049/
(7) http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1863533/
(8) http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1151006/
(9) http://www.dailymail.co.uk/news/article-2300904/Grand-Canyon-mobility-scooter-ads-resulted-millions-Medicare-dollars-wasted-unnecessary-chairs.html?ito=feeds-newsxml
(10) http://www.who.int/bulletin/volumes/87/8/09-040809/en/index.html
(11) http://lifeisgoodbydesign.blogspot.com/2013/03/following-wolf-in-sheeps-clothing-super.html
(12) http://www.npcnow.org/App_Themes/Public/pdf/Issues/pub_related_research/pub_dtc/Consumer%20Reports%20on%20the%20Effects%20of%20DTCA.pdf
(13) http://www.jmir.org/2011/3/e64/