Healthy Skepticism Library item: 15546

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

Myers SW, Stafford MR.
A profitable new definition of health.
Journal of Consumer Marketing 2007; 24:(1):5-7
http://www.emeraldinsight.com/journals.htm?articleid=1590959

Abstract:

Purpose – The purpose of this article is to question pharmaceutical companies in their efforts to define the problems
for which they are providing solutions. It addresses the impact of direct to consumer (DTC) advertising in making drug
companies one of the most profitable industries in the country and how these profits can influence marketing decisions
that leave consumers vulnerable. Design/methodology/approach – This article identifies some possible conflicts of
interests in the pharmaceutical industry. Findings – Marketing practices of the drug companies are shaping consumers’
definitions of health through the expansion of medical definitions and potential markets followed by the mass
advertising of these messages. Other conflicts of interests between academic medicine and the pharmaceutical industry
also exist with for-profit sponsorship of medical research compromising the impartiality of the researchers. Practical
implications – When discussing public policy issues related to DTC advertising, it is important to look beyond the
characteristics of the messages themselves and understand the foundations on which they are built before determining the
benefits or harm that result. Originality/value – Questioning the intentions of the drug companies and the other players
in pharmaceutical marketing is the only way to ensure that consumer interests are protected.