Of course advertising works. The proof is in the glut of commercials on television for pharmaceutical drugs. Considering the immense cash expended in research and development, and the rigor involved in testing drugs, one has to assume pharmaceutical manufacturers do their homework when it comes to advertising. They know their customer. They know when, where and how to reach them. They know advertising pays huge dividends.
But at what expense to humankind?
Look at what has happened to our society. We put substances into our body to treat all sorts of discomforts and dislikes. Don't get me wrong, I'm all for relieving pain and correcting physical maladies and chemical imbalances that affect quality of life. But I question what we are trying to do when we take prescribed and OTC medications for every little twinge, ache, discomfort, imperfection and shortcoming.
For a certain portion of our population, it’s the path of least resistance. It takes absolutely no effort to pop a pill instead of getting on a treadmill or following a prescribed diet, lifestyle change, physical therapy or rehab regimen.
Pharmaceutical manufacturers recognize this is an exceptionally lucrative market and they are being very creative in developing remedies with appealing names for all kinds of medical, quality of life and vanity issues. Some are now described as a syndrome or disorder that also bears a creative name (such as the fictitious syndrome in this post’s title) that was probably assigned by a savvy marketer or a professional naming/branding firm. The medical community and the public didn’t know of this syndrome or disorder until we heard it described in a TV or radio commercial, or read about it in an advertisement. In some cases, a close examination of the name of the “condition” by a thinking person would have him or her scratching his or her head thinking “What? Seriously?”
Unfortunately, the public is buying, regardless of the legitimacy of the syndrome or disorder, or the necessity of any kind of treatment.
What may be worse is how drugs have become the base for superficial gain.
Perfectly healthy people inject, swallow or smear to artificially enhance so they can look or perform better. It's superficial, vain and perhaps a bit reckless. Sometimes, the drug provides short-term results, but what about the long-term consequences? Many will discover them as health issues begin to arise in the ensuing years. With luck, if any delayed side effects arise, they will be minor. But that’s a bit like Russian roulette, isn’t it?
What is the pharmaceutical industry's responsibilities here? What about the advertising agencies? How are they culpable? How about the physician community? Is the federal government being vigilant enough in reviewing the efficacy of new drugs and the claims manufacturer’s publish? How closely do they review the data? And what about the consumer? How is he or she accountable for what is prescribed or voluntarily injected or ingested for medical, quality of life or vanity purposes?
I will attempt to answer these questions, keeping in mind this is an advertising blog, in upcoming posts.
