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Archives | (August 2002)
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DRUG COMPANY ADS: SELLING A PRODUCT OR SELLING OUT THE PUBLIC?
------------------------------------------------------------------ According to Eli Lily, if you’re a woman, you have a problem and they have the solution. In 2001, Lily began “Direct to Consumer” ads for its drug Sarafem “a new treatment that offers hope for millions of women.” And what was this hope? Was it a cure for breast cancer? Did it offer relief to those afflicted with fibromyalgia? Did it ease the pain of childbirth? No, according to Lily, it addressed a problem many women didn’t know existed: Premenstrual Dysphoric Disorder, or PMDD! According to Lily’s slick ads, up to 5 percent of all women suffer from PMDD – that’s over 7.2 million victims according to current Census Bureau population estimates! According to Lily the symptoms include “irritability, tension, mood swings, breast tenderness and bloating.” It all sounds very scientific and very authoritative, and implies that Lily’s breakthrough, Sarafem, is a godsend! The only trouble is, there are a couple of things the ads don’t mention. First, while many women do undoubtedly suffer severe symptoms in connection with their monthly cycle, there is no general agreement among health professionals about the PMDD. Second, Sarafem, Lily’s wonder drug, is actually nothing more than Prozac, an antidepressant, repackaged in a more feminine pink and lavender capsule. As a result, it would do nothing to ease physical symptoms such as cramps or bloating. Third, Prozac is not a new drug. What was actually happening was that Lily’s patent on Prozac expired in August of 2001, allowing generic versions to compete with their blockbuster. By creating a new “indication” and new capsule, the company was able to open a new, exclusive market for their product to offset inroads by generics on more traditional uses. |
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