ch04 marketing
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Consumer HealthAdvertising and Marketing
Chpt 4
Adapted from Jim Grizzell @ CSU Pomona
Advertising & Marketing
Advertising The activity of attracting public
attention to a product or business, as by paid announcements in the print, broadcast, or electronic media
Marketing To offer for sale To sell
Advertising
Placement of announcements and persuasive messages in time or space
Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who
Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas
Marketing
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
Marketing Ethics
American Marketing Association Code of Ethics http://www.marketingpower.com/live/content435.php
AMA Code of Ethics
Participants in the marketing exchange process should be able to expect that:Products and services offered are
safe and fit for their intended usesCommunications about offered
products and services are not deceptive
AMA Code of Ethics
Avoidance of false and misleading advertising
Rejection of high-pressure manipulations, or misleading sales tactics
Avoidance of sales promotions that use deception or manipulation
Advertising Techniques
Words, phrases Puffery Weasel words & phrases Half-truths Power words
AMA Code “Do not use puffery statements or hype (i.e.
we make the best widgets East of the Rockies), but do inform the reader of your status in your industry”
What to Look For
Unambiguous clinical outcome When compared with DRUG X, DRUG Y delivers
faster symptom relief. Vague clinical outcome
DRUG X is the new, effective 20 μg pill with a low incidence of discontinuation due to skin problems.
Emotive or immeasurable outcome DRUG X – one of a kind or DRUG X – a source of
healing power. Non-clinical outcome (eg, drug plasma half-lives or
biochemical markers) Using DRUG X resulted in a 30% increase in arterial
luminal diameter in post-mortem dissections.
Marketing by . . .
Medical Professionals Hospitals Prescription drug companies
Direct to consumer advertising Non-prescription drug companies
Marketing Other Products
Food Dietary supplements Tobacco Weight loss Youth and beauty Exercise and fitness
Food Advertising Promotes dietary imbalance
High fat, high sugar, low nutrients, snacks
Goal of children’s shows to sell productsToys, video games, cereal, other shows
Health benefits of specific foodsLow in sugar but high in fatNo talk of overall diet
Dietary Supplements
Most ads misleadingClaim we can’t meet nutritional needsClaim products can prevent or treat diseaseUnwarranted claims protected by free
speech 1994 Dietary Supplement Act
http://vm.cfsan.fda.gov/~dms/supplmnt.html
DSHEA1994 Act FDA regulates dietary supplements under a different set of
regulations than those covering "conventional" foods and drug products (prescription and Over-the-Counter).
Under (DSHEA), the dietary supplement manufacturer is responsible for ensuring that a dietary supplement is safe before it is marketed.
FDA is responsible for taking action against any unsafe dietary supplement product after it reaches the market.
Generally, manufacturers do not need to register with FDA nor get FDA approval before producing or selling dietary supplements. Manufacturers must make sure that product label information is truthful and not misleading.
FDA Post market
FDA's post-marketing responsibilities include monitoring safety
• Voluntary dietary supplement adverse event reporting
• Product information • Labeling
• Claims
• Package inserts
• Accompanying literature
Patent Pending or Patented
Means nothingPatent office does not require a
patent to workPatent office only requires that this
product is different from some other product, formulation, mechanism
Federal Trade Commission
Dietary Supplements:An Advertising Guide for the Industry
http://www.ftc.gov/bcp/conline/pubs/buspubs/dietsupp.htm
Identifying Express and Implied ClaimsWhen to Disclose Qualifying InformationClear and Prominent Disclosure
Diet & Fitness Consumer Tipshttp://www.ftc.gov/bcp/menu-health.htm
To file a complaint https://rn.ftc.gov/pls/dod/wsolcq$.startup?Z_ORG_CODE=PU01
Cigarette Advertising
Master Settlement in 1998Advertising dollars continue to rise
• http://www.ftc.gov/opa/2003/06/2001cigrpt.htm
Consumer Tips for Prescription Drugs
Primary purpose of ad is to sell you a product
Do not assume ad gives you full story Get more information
Toll-free numberReference bookYour physician
Consumer Tips for Non-Prescription Drugs
Ignore hype: secret, special, foreign formulas, testimonials, miracle or wonder cure
Get more information Select products by ingredients listed
Not claims Choose single-ingredient products
Marketing Schemes
Multi-Level MarketingAmway, Mary Kay, Nu Skin, Juice
Plus, Sunrider$35 - $100 KitLikely all make false/deceptive claims
Telemarketing
Regulation
Industry Self-RegulationNational Advertising Review Board
• “Truth and accuracy in national advertising"
• Recommendations are non-binding, most advertisers accept the NARB Panel's findings.
• Can refer to law enforcement
Government Regulation
GovernmentFDA-food, supplements, drugs,
devicesFTC- jurisdiction over products &
services no drugsUSPS-products marketed via mailVarious state & local agencies - power
& jurisdiction vary
Summary
Marketing codes of ethicsMarketing techniquesConsumer Tips
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