Where Promotion Should Be Scrutinised

First of all this blog post is no where near about travelling to Baguio but i feel that i need to speak my mind about this topic as it concerns everybody and this blog is my only avenue of informing everybody.

At the time of the writing of this blog post I am actually having one of those days where I am feeling dizzy and fearing that my blood pressure might be shooting up. Last December I was hospitalized because of heart palpitations and shooting blood pressure. Since then I became what they call “Dr. Google”, I started researching online for the symptoms I have and even those that I do not have but was in the related search, searched for medicines as well alternative cures. Unfortunately, it me more anxious and things became worst, I realized then that the easiest way for me to get sick is by searching for an illness not even my doctors are concerned about.

Several months have passed and thank God my anxiety level have gone down, following doctors orders I have kept my blood pressure under control. However, after feeling dizzy this morning I could not resist but search but what I found it this blog which tells us on how medicine brands are advertising their products, I read on and found some interesting points.

Point 1 : Online Advertising is Becoming Popular – we cannot deny the fact that the internet is here to stay and everyday many people are connecting online. Research and surveys have shown that consumers purchase products that were shared to them by their friends via different social media platforms and with more than 2 Billion people connected via the internet worldwide I could say that this is one the of the best place to advertise. Medical companies caught on the trend and we can see both local and international pharmaceutical companies promoting their products online.

Point 2: Social Media Seeks to Build Communities – one of the aim of social media is to build a community, many companies were clever enough that they were able to build a community around their brand making it easy to disseminate information. In addition there is that huge possibility of gaining first hand feedback from your users where positive feedbacks could add to your products laurels and a negative feedback would open opportunities to improve your brand, for pharmaceutical companies they could create a medical social media community.

Point 3: Advertising – from what I know about advertising is that it is done with the target audience in mind. I have seen several commercials to which I agreed to, some are even tear jerkers, imagine the amount of creativity put in to those types of commercials. I am not really sure about the advertisements of medicine products though and even those that are classified under food supplement. I remember clearly that my doctor did not prescribe certain pain relievers  as they could have an effect in increasing blood pressure unfortunately all of them are advertised as safe, so now I am really confused. I wish medicine commercials would be as informative as the RiteMed Lagundi advertisement, in about thirty seconds they were able to show the quality check processes that the product goes through. The Biogesic Commercial also provides claims that it is safe, the only thing missing of course is the scientific data which might at least show why they claim their product is safe.

Ritemed Lagundi Commercial

Biogesic Commercial

Point 4: Violence in Medicine Ads – As an educator we were informed on how televisions have a great impact in a child’s learning process. I am sure you have heard the adage that a child’s brain is like a sponge which absorbs information he or she can gather through what he or she sees, hears or feel.  Unfortunately, commercials do not have any ratings like that of any t.v. shows. Imagine a warning of rated SPG for every commercial where violence, sex or horror is incorporated. Take for example the Saridon commercial below, it might look funny but it indirectly show violence, one must understand that although the commercial was made for its target audience it can still be viewed by audience coming from various age groups.

There is also a Cebuano version of this commercial as shown in this blog site.

 In Conclusion

Considering the fact that information is readily accessible online and that many people are turning to the internet to find the information they need, and considering that medicines are not mere commodities I believe it is more than that since it has a direct effect on the health and life of its consumer their advertising should be regulated in the sense that every information about the medicine’s function should be made known to the public. With the use of the internet they can publish medicine’s pamphlet (you know the paper that is inserted with the medicine’s box) online for the information of everyone. Honest offline and online advertising is I think what should be implemented with regards to medicine brands.

 

23 thoughts on “Where Promotion Should Be Scrutinised

  1. I, myself have experienced this. Therefore, I strongly agree that information about the medicine’s function should be made known to the public. Whether through pamphlets, as stated, or other forms to spread this to everyone. It sure will benefit everyone.

    1. Thats true marianne, i think it would be best that full disclosure about their product is important especially so that it will affect the health and life of their consumers.

  2. Commercials, online advertising…face value, catchy phrase…advertising is advertising… since the beginning its aim is to attract…educate??? no…maybe few?? so few that can’t even remember them…the thing is, commercials only have seconds to air…well, all they could do for that seconds is to attract… no time to give pros and cons and whatnot.. Giving supplementary information is what these drug companies lack…maybe there is but it isn’t enough…that’s where they should focus as well…it’s their responsibility to inform the masses about their drug and we consumers as well should be vigilant about these things

    1. True, it goes two ways, although it is the responsibility of the company to inform the people it is our duty as consumers to seek such information.

  3. For me, it is more important to communicate with the physician before taking any medication. It is to assure that the drug is properly taken. Internet is really useful for the additional knowledge, but for the television advertisement, it only discuss the brief information about the given drug..

    For those people who are just relying through television and not informed via internet, it is possible for them to be updated or to get an idea through watching. But the disadvantage of this is that the information is not broadly discussed, where in, internet can do..

    But for the sake of their health and for them to be safely treated, it is important to attend their physician before taking anything else..

    Prescription of a Doctor is safer than a prescription of an advertisement 🙂

    1. You have a point there, however, what about those over the counter drugs? how can really one be educated about its proper use and its function and effects to the body?

  4. For me, it is right!.. we should always put the appropriate usage of that said medicine so that people who are in the cyber world would be able to get the needed information towards the medicine they are taking in.. consumers must always know the truth and what is the process on how these medicines are made up for their safety and for precautions..

      1. Advertisements are made to encourage people to buy a certain product. However, this advertisements should also provide the needed information and that it should give correct details to the customers because giving this relevant information would surely affect the health and even the life of the one who would buy it. We, as consumers should not always depend on the ads that we see on television or in the internet especially when it comes to medicines.Even if ads say that a certain medicine can cure a disease it is still best for us to consult the doctor.We should accept the fact that this advertisements are made for business purposes so it means that some, if not all of the ads are exaggerated just to get the attention of the consumers.

  5. Advertising on the Internet has the dual benefit of being generally more efficient and effective compared to other media channels. seeing this online advertisement will help save patients time in the doctor’s clinic.. it help us a lot ..infact we all know that we are now in a new world…
    new technolgy i mean..

  6. in this inevitable progressing world mass media has proven its power, where in just one click, you have everything in your grasp,everything you need to know. but sometimes we cannot deny the fact that not all information is true;not all of the data gathered were on a scientific basis-that’s where we have to be smart and careful in choosing the right medications for us.

  7. perhaps one of the greatest benefits of online advertising of medicine is to enlighten customer that they have choices.this is not say that advertising means a medication is rigth or everyone, but rather to inform the customers so that they can discuss on the alternatives with their doctors

    1. Of course only if the commercials are true or would actually inform the viewers what the product can do to your body especially the adverse effects.

  8. Advertisements is an eye catching promotion of a certain product, Media Company usually highlight the benefit but not the side effect of a certain product (syempre naman para kumita diba?) but if you are a good hearted and honest man you will advertise both pros and cons knowing the consequences that consumer may doubt of buying the product. At least your conscience is clean. Now a day’s many medical practitioners and scientist discover new drugs/medicines for our health like vitamins and minerals. Maintaining health in a form of tablet are not bad but we must be kin in read every detail of a certain drug before taking in. Doctor’s recommendation and prescription are important don’t be Dr. Quack! (self doctor). “A wise consumer gets a good benefit.” Jovic C. Gaerlan

  9. it is true that online advertising and social media are catchy and on the trend now..but for me, you should not rely too much, especially when it comes to your health. it may give you information about what you need but it will not guarantee you 100 percent because it was just based on a research or on a data was publish. it is still better and a perfect choice to seek for a health care professional like doctors, regarding about your health, because personal interaction is still the BEST choice. and in regards to the advertisement and violence, the law makers should make a move, as in make a move to regulate the advertisement companies on what they ought to do and publish, that even the side or bad effects should be known to the public..and if there (if there is!) is already an existing law like that, they must be strict enough in practicing and complying to it. because, we the filipinos are more important than their business nor money.

  10. We all know the saying about following people off bridges. Yet more and more money is being spent on advertising, and this looks like the sort of trend in which small business owners might want to participate. But for me its is better always consult the physician and they tell about the medication than the advertisement because they still know the side effects and the proper usage of all medicine, because if we based on the advertisement we didn’t know what is the preparation of the medicine that were taking in.

  11. i am not so against the people who advertising the specific drug/s, like “hello” they just doing their job, and i am not against the advertisements of meds via t.v or online. the thing is, its on the individual to know whats better for himself/herself. the responsibility is not just from the company, also to the consumers. ironic isn’t it, think about a simple multivits with different brands and different meds measurements/contains, there is vit for the eyes, vit for etc, they say it contains a certain thing that others dont have. when i seeing those i was like “wth is wrong with them”. you cant drink a bunch of meds for different purpose, else, say bye bye to your kidney and say hello to overdose, worst is retardation. what im trying to say is that, meds concrern about your health, your life, something that affects you. there’s this sickness that most have, they tend to prescribe meds for themselves when they are feeling sick, since those meds are on the counter, which should not be. as an individual you should be responsible and dont be a dumb just taking in meds that you have else knowledge about. applying the GIGO (garbage in, garbage out), you take in garbage meds, you get a garbage outcome. yes, i agree that company should and must give a the proper information but reality is, some are bummer businessman and they just wanna gain. the decision lies still on the consumer’s hand about taking in meds. advertisements isn’t that bad, just be wise enough as an individual.

  12. Advertisements are made to encourage people to buy a certain product. However, this advertisements should also provide the needed information and that it should give correct details to the customers because giving this relevant information would surely affect the health and even the life of the one who would buy it. We, as consumers should not always depend on the ads that we see on television or in the internet especially when it comes to medicines.Even if ads say that a certain medicine can cure a disease it is still best for us to consult the doctor.We should accept the fact that this advertisements are made for business purposes so it means that some, if not all of the ads are exaggerated just to get the attention of the consumers.

  13. an easier way to familiarize new products is through commercials..but the question might be, how effective or quality they are to us,especially when they’re only saying it is without a proof(like what the admin discussed that it should be provided by a leaflets or a nutrition facts for our benefits. Because most of us consumers sometimes buy those cheaper things that can accommodated with our budget without considering the fact that we don’t know if it is good for us..

  14. I totally agree with the opinion of ms. erika soriano. As i obsereved in our present time, drugs are advertise in tv, internet and even radio which they will only give short information about what the drug can do without giving what are the side effects and contraindication when using it. Its very dangerous for people taking the drugs without knowing really what it can do to our body upon taking it. Its really best to become aware of it and consult your physician if your are not really sure about it. We can’t blame the people who advertise it, we just have to think positively that they are just giving us a lot of drug choices and its up to us consumers to be aware of its pros and cons, not just relying on the information given in the advertisement.

  15. i agree on what kent cruz said that we cant blame the people who advertized it, instead that we look unto what we want to choose specially that the drug that being advertized is approved by the government and we should have to see to it that drugs that we buy is good to our health because if the drugs is good but there is a side effect then there is lack of information.. because there was so many issue about drugs that is not approve by the government and this is commonly seen in the black market that is not well known drugs and not advertized by the media, radio or in the internet.

  16. ADVERTISEMENTS AND SOCIAL MEDIA MADE A GREAT IMPACT TOWARDS PROMOTING NEW PRODUCTS.IT ISN’T JUST ABOUT INCREASING SALES BUT ADDING VALUE TO YOUR BUSINESS AS WELL.YOU ARE ENHANCING THE LONG TERM VALUE OF EXISTING AND POTENTIAL CUSTOMERS IN WAYS SALES FIGURES CAN’T REFLECT.THESE TOOLS INCREASE EXPOSURE TO YOUR PRODUCTS PROVIDED WITH RELEVANT CONTENT AND HAVE BECOME AND NECESSARY AND FUNDAMENTAL MARKETING COMMUNICATION TOOLS EVERY ORGANIZATIONS SHOULD VALUE AND CONTINUE TO ADVANCE.
    AS WITH EVERYTHING IN LIFE THE GOOD MUST BE PAIRED WITH THE BAD,THERE ARE PITFALLS ASSOCIATED WITH ADVERTISEMENTS AND SOCIAL MEDIA THAT SHOULD BE AWARE OF.SOCIAL MEDIA CAN BE TIME CONSUMING,YOU WILL NEED TO DESIGNATE AN INDIVIDUAL TO CONSTANTLY FEED YOUR PAGES AND PROFILE WITH RELEVANT CONTENT,THIS INDIVIDUALS ALSO HAS TO MONITOR COMMENTS AND RESPOND TO QUESTIONS TAKING THE RISKS OF NEGATIVE COMMENTS.IT INVOLVES LONG TERM COMMITMENT AS THERE IS NOTHING WORSE THAN GOING TO VISIT A BLOG IN 2012 AND THE LAST POST WAS IN 2009.

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