Healthy Skepticism Library item: 7437

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

Kempner J.
Gendering the migraine market: do representations of illness matter?
Soc Sci Med 2006 Oct; 63:(8):1986-97
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VBF-4K7FB0S-4&_coverDate=10%2F31%2F2006&_alid=525180465&_rdoc=1&_fmt=&_orig=search&_qd=1&_cdi=5925&_sort=d&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=9846e784f1bbaed6dfaa2a3946947969

Abstract:

Migraine is a common, debilitating and costly disorder. Yet help-seeking for and rates of diagnosis of migraine are low. Drawing on ethnographic observations of pharmaceutical marketing practices at professional headache conferences and a content analysis of migraine advertising, principally in the USA, this paper demonstrates: (1) that the pharmaceutical industry directs its marketing of migraine medication to women; and (2) as part of this strategy, pharmaceutical advertisements portray women as the prototypical migraine sufferer, through representations that elicit hegemonic femininity. This strategy creates the impression that migraine is a “women’s disorder”, which, in turn, exacerbates gender bias in help seeking and diagnosis of migraine and reifies presumptions about the epidemiology of the disorder. I conclude that these pharmaceutical marketing practices have a paradoxical effect: even as they educate and raise awareness about migraine, they also create barriers to help seeking and diagnosis.

Keywords:
Migraine; Headache; Pharmaceutical advertising; Gender; USA Publication Types: Research Support, Non-U.S. Gov't MeSH Terms: Advertising/methods Advertising/trends* Drug Industry* Female Gender Identity* Health Education Health Knowledge, Attitudes, Practice* Humans Male Metaphor Migraine Disorders/diagnosis Migraine Disorders/drug therapy Migraine Disorders/psychology* Patient Acceptance of Health Care/psychology Sex Factors Tryptamines/therapeutic use United States/epidemiology Women's Health Substances: Tryptamines