Healthy Skepticism Library item: 10838

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Silverman E.
Wyeth Scare Tactic Banned In Poland
Pharmalot 2007 Apr 13
http://www.pharmalot.com/2007/04/wyeth_scare_tactic_banned_in_p/

Full text:

A TV commercial for the Prevnar vaccine that aired in Poland recently was scaring Moms out of their wits by showing a dying child and its desperate mother. So the authorities have banned the ad.

The pharmaceutical inspector says the ad didn’t comply with Poland’s Pharmaceutical Act because it was designed to provoke fear in order to attract potential customers. Moreover, Wyeth advertised a medicine available to the public on prescription only, which is forbidden.

Wyeth insists that it loves Moms everywhere and wasn’t trying to scare them. Rather, the drugmaker explained that the drastic ad was used to increase awareness of the potential danger represented by pneumococcal infections. Wyeth withdrew the ads anyway.

Right. Nothing like a subtle marketing tactic to convince the public to bang down the doctor’s door. Is it that much to ask of a marketing team to show a little good taste?

Source: The Polish Market