soc-med-marketing-muahv3

[soc-med-marketing-muahv3]

[soc-med-marketing-muahv3]

Overview

For my final project, I am exploring research on medical marketing. Specifically, I am focusing on the commercialization and advertising of drug commercials. My Tumblr Project will include insights into the new transformation of medicine commercials and changes in drug marketing. 

I first decided to do this topic for my project because drug commercials are something I think about almost all the time. A few years ago, I remember complaining to my sister about commercials (especially drug commercials). I would always say that I would revolutionize the commercial industry (jokingly). However, I also thought about how I would change drug commercials altogether. I believe drug commercials should be shorter in time, engaging, and not anxiety-inducing. Every American knows how boring or annoying drug commercials can be. With that, I often imagine how commercials would be different for the better. 

The topic and idea of this project first came to me when I was in SOC 466 class one day. In the early part of the semester, we were introduced to what our Final Project would be like. From that point, I just started listing potential topics I could do. All my topic ideas, especially this one, just popped into my head. Just. Like. That. I was on the fence about this topic and another topic - the other one being about drugs. However, after some discussion, I was encouraged to do this project topic instead. I am very glad with my choice and where this project process has taken me. 

Another big encouragement of what prompted me to do this topic was the Ozempic commercial. This drug commercial lives in my mind daily, when I am doing chores, when I am doing homework, when I am about to go to sleep, when I am bored, when I am at work, when I am doing school work, etc… That day, I was in class thinking about talking about drug commercials for my final project, and this drug commercial popped into my head and pushed the idea out into the open. When I think about my project process, I always think about how this silly commercial was a big enforcer of thinking about my topic, researching, and the overall project process. This commercial is pretty much the reason why I am doing this project on the medical marketing of drugs. Talk about the butterfly effect…. crazy…

Throughout my project, I will be talking about different subjects. It ranges from the history, the changes in the drug commercials/advertising, power dynamics, and issues that come from medical marketing, I have even included additional sources for people to understand and engage more with. The overall main thing I have provided is how each aspect shows sociological relevance and how it relates to this topic. I hope you all enjoy it. 

[soc-med-marketing-muahv3]

“Direct-to-consumer marketing encompasses several effective strategies for recommending pharmaceutical and medical technologies to patients: print media, television advertisements, billboards and event sponsorship. These efforts often suggest the necessity of self-advocacy and negotiation with one’s physician.”

(Rosenberg 2009:23).

Does Direct-to-Consumer Marketing of Medical Technologies Undermine the Physician-Patient Relationship?

[soc-med-marketing-muahv3]

[soc-med-marketing-muahv3]

Topic Overview

Terminology

Brief History of Medical Advertising in Drugs

Commercials and Advertisements - How They Have Changed Over Time

Why Drug Commercials Have Changed Over Time

Power Dynamic Changes

Issues Within the Medical Marketing of Drugs

Sociological Relevance

Additonal Information & Videos 

Conclusion

[soc-med-marketing-muahv3]

Terminology

DTC = Direct-to-Consumer

DTCA = Direct-to-Consumer Advertising

OTC = Over-the-Counter

[soc-med-marketing-muahv3]

[soc-med-marketing-muahv3]

A Brief History of Medical Advertising of Drugs:

Many drug advertisements started in the 1950s. Of course, the drug commercials weren’t like how they are now. They were usually shown as cute and short advertisements. It also showed that it was straight to the point and promoted drugs/medicines for common, non-serious health problems (common colds, tiredness, etc.). 

The first official drug commercial was a Rufen Commercial from 1983 (Scott 2015). The company Boots Pharmaceuticals originally had doctors and physicians as the main customers, as did other pharmaceutical companies. However, after an interview with Liz Moench, they moved their target audience to consumers and patients. Liz Moench had asked in the interview, “Why isn’t it the customer?” when asked who the drug maker’s main customers are. The interview changed the company’s marketing and medical advertising forever in the way we know it now. 

The real change mainly came from the 1990s to early 2000s. That is when the change in economic power and influence was prominent.

[soc-med-marketing-muahv3]

“While the majority of pharmaceutical promotional expenditures is still aimed at physicians, spending on direct-to-consumer advertising of prescription drugs increased dramatically from $166 million in 1993 to $4.2 billion in 2005.”

(Donohue 2006:659).

A History of Drug Advertising: The Evolving Roles of Consumers and Consumer Protection.

[soc-med-marketing-muahv3]

“From 1997 through 2016, medical marketing expanded substantially, and spending increased from $17.7 to $29.9 billion.”

(Schwartz & Woloshin 2019:80).

Medical Marketing in the United States, 1997-2016).

[soc-med-marketing-muahv3]

“Electronic advertising increased since 2000 (from $0 in 1997 to $653 million in 2016) which exceeded newspaper advertising in 2016.”

(Schwartz & Woloshin 2019).

[soc-med-marketing-muahv3]

[soc-med-marketing-muahv3]