6 tricks that pharmaceutical marketers use/Martha Rosenberg (I)

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1. Fear of aging and losing sex appeal. Hormone replacement therapy which millions of women took until 15 years ago was officially marketed to stop hot flashes and keep bones strong. But unofficially, it was marketed as a way of staying young and sexy as marketed by glamorous models and actresses. Early HRT ads told women they had “outlived their ovaries” and not kept up with their husbands who wanted younger looking women.

More recently, “low-T” drug advertising tells men the same thing. According to drug marketers, people don’t have lower hormone levels because they age, they age because they have lower hormone levels.

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Todo sobre "Low T" en PHARMACOSERÍAS



2. Fear of everyday symptoms. Once upon a time, people with heartburn took Tums, Alka-Seltzer or Maalox and vowed not to eat so much. 

They did not worry they had gastroesophageal reflux disease (GERD), were on their way to cancer of the esophagus and take proton pump inhibitors like Nexium for the rest of their lives. Similarly, having the blues over problems with marriage, family, jobs or finances was not termed “depression.” Nor were energetic little boys immediately said to be suffering from ADHD. 

3. Fear of new diseases. From the aggressive marketing of “shift-work sleep disorder” and “non-24-hour sleep-wake disorder” to exocrine pancreatic insufficiency (EPI) drug makers raise fears about obscure diseases that are so rare they would never be advertised unless “demand” was being created.  

Humira-maker AbbVie, in addition to raising “awareness” about EPI, warns people their back pain could be ankylosing spondylitis.  

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