Healthy Skepticism Library item: 14360

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: Journal Article

Hall DV.
High levels of confusion for cholesterol awareness campaigns.
MJA 2008 Sep 15; 189:(6):326-8
http://www.mja.com.au/public/issues/189_06_150908/hal10349_fm.html

Abstract:

Earlier this year, two industry-sponsored advertising campaigns for cholesterol awareness that target the general public were launched in Australia. These campaigns aimed to alert the public to the risks associated with having high cholesterol and encouraged cholesterol testing for wider groups than those specified by the National Heart Foundation. General practitioners should be aware of the potential for the two campaigns to confuse the general public as to who should be tested, and where. The campaign sponsors (Unilever Australasia and Pfizer) each have the potential to benefit by increased market share for their products, and increased profits. These disease awareness campaigns are examples of what is increasingly being termed “condition branding” by pharmaceutical marketing experts.