Consumer HealthAdvertising and Marketing

Healthy People 2010

Health Communication Health professional-

patient relations Individuals’

exposure to, search for, and use of health information

Individuals’ adherence to clinical recommendations

Construction of public health messages & campaigns

Dissemination of individual & population health risk information

Images of health in the mass media and the culture at large

Education of consumers about how to gain access to health care systems

Develop telehealth applications

Healthy People 2010

Effective Health Communication

Accuracy Availability Balance Consistency Cultural

competence

Evidence base Reach Reliability Repetition Timeliness Understandability

Issues

Misleading Information Quackery and Health Fraud Problems with Products Problems with Services Problems with Costs The Need for Consumer Protection Intelligent Consumer Behavior

Issue1

Misleading Information

High volume and complex Media influence

Radio & TVMagazines & newspapers

FunctionsEntertain, inform, carry

advertisements and make money

Issue 7

Intelligent Consumer Behavior

Seek reliable sources of information Maintain a healthy lifestyle Select practitioners with care Assess own health Active health & illness management Use scientifically substantiated health

products and services Understand costs of health and illness Report fraud

Advertising & Marketing

Advertising The activity of attracting public

attention to a product or business, as by paid announcements in the print, broadcast, or electronic media

Marketing To offer for sale To sell

Advertising

Placement of announcements and persuasive messages in time or space

Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who

Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas

Marketing

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

Marketing Ethics

American Marketing Association Code of Ethics

Federal Trade CommissionAvoiding the Muscle HustlePump Fiction

US Code Chapter 36 - Cigarettes

AMA Code of Ethics

Participants in the marketing exchange process should be able to expect that:Products and services offered are

safe and fit for their intended usesCommunications about offered

products and services are not deceptive

AMA Code of Ethics

Avoidance of false and misleading advertising

Rejection of high-pressure manipulations, or misleading sales tactics

Avoidance of sales promotions that use deception or manipulation

Marketing Ethics

1. (legislation definition) Standards of marketing decision making based on "what is right" and "what is wrong," and emanating from our religious heritage and our traditions of social, political, and economic freedom.

2. (environments definition) The use of moral codes, values, and standards to determine whether marketing actions are good or evil, right or wrong. Often standards are based on professional or association codes of ethics.

Advertising Techniques

Words, phrases Puffery Weasel words & phrases Half-truths Power words

AMA Code “Do not use puffery statements or hype (i.e.

we make the best widgets East of the Rockies), but do inform the reader of your status in your industry”

What to Look For

Unambiguous clinical outcome When compared with DRUG X, DRUG Y delivers

faster symptom relief. Vague clinical outcome

DRUG X is the new, effective 20 μg pill with a low incidence of discontinuation due to skin problems.

Emotive or immeasurable outcome DRUG X – one of a kind or DRUG X – a source of

healing power. Non-clinical outcome (eg, drug plasma half-lives or

biochemical markers) Using DRUG X resulted in a 30% increase in arterial

luminal diameter in post-mortem dissections.

Marketing by . . .

Medical Professionals Hospitals Prescription drug companies

Direct to consumer advertising Non-prescription drug companies

Marketing Other Products

Food Dietary supplements Tobacco Weight loss Youth and beauty Exercise and fitness

Consumer Tips for Prescription Drugs

Primary purpose of ad is to sell you a product

Do not assume ad gives you full story Get more information

Toll-free numberReference bookYour physician

Consumer Tips for Non-Prescription Drugs

Ignore hype: secret, special, foreign formulas, testimonials, miracle or wonder cure

Get more information Select products by ingredients listed

Not claims Choose single-ingredient products

Regulation

Industry Self-Regulation Government Regulation

Marketing Schemes

Multi-Level MarketingAmway, Mary Kay, Nu Skin, Sunrider$35 - $100 KitLikely all make false/deceptive claims

Telemarketing

Group Project 1

Online Interactive Brief Screenings and Interventions Re-write Consumer Health Assessment

questions Provide a reference (web preferably for each question)

Short paragraph responses For use on SurveyMonkey Carlos, Neha, Ryan, Shaun, Ted

Tailored responses For use on WebCT Corey, Jason, Otto, Summer, Nestor

Turn in and discuss in class on Feb 9

Group Project 2

Online Interactive Brief Screenings and Interventions Data collection on SurveyMonkey Feb 15 through Feb 29 Each group gets at least 100

participantsShort paragraph response group

• Carlos, Neha, Ryan, Shaun, Ted

Tailored response group• Corey, Jason, Nestor, Otto, Summer

Summary

Marketing codes of ethicsMarketing techniquesConsumer Tips