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Word Count: 956
Both the Truth Behind the Pharmaceutical Companies and Selling Sicknessexplore the structure of pharmaceutical industrys marketing tactics anduncovers the flaws in the regulatory environment Successful marketingcampaigns transform the way America understands illness at all levelsof consumption The campaigns reach consumers suppliers and even theregulators Starting at the bottom advertisements to the every dayconsumer portrays drugs as a quick fix to various conditions Thecampaign even alters the academic level to an extent that doctors andtext books more frequently diagnose the new conditions and offerprescriptions On the federal level the campaigns can also accelerateFDA drug approval and dodge illegal accusations Shaping publicperceptionThe Truth Behind Drug Companies discusses the use ofadvertisements as pathway to directly access the consumer which isfurther exemplified in Selling Sickness through the anecdotal case ofDeborah These advertisements vary from stealth ads the subtlepraise of a drug from an influential source to obvious talk to yourdoctor about buying this product ads In the case of Paxil GSKsmarketing campaign used celebrities to promote social anxiety disorderrecreational media sources and misleading direct to consumerDTCadvertisements For example Paxil was advertised on popular medialike Howard stern Show Vogue and Good Morning America and wasstealthily promoted by Miami running back Ricky Williams Afteradmitting he had social anxiety disorder Williams told how his life wasturned around after GSK supplied him with the life-altering medicationPaxil without disclosing the life- changing payment he also receivedPaxils direct to consumer advertising shows why Marcel Angels warns ofthe risk of misleadings advertisements and the stresses the need for ofan equal balance of health benefits and risks The originaladvertisement did not include any warnings of withdrawal symptomsincreases suicidal behaviors in children and presented incorrect data onthe diseases prevalence altering its perception to the public Thecompany exaggeration that 18 people suffer from social anxietypresents the condition as common increasing the chances ofself-diagnoses among television watchers It transformed publicsperception of the condition from a rare phobia to a mild illness
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