Consumer Reports Rips Sally Field
Consumer Reports, a publication I have long respected, has been very critical of DTC for years. They have recently started a periodic web review of individual DTC television ads where they deconstruct product claims. The process they use is to have correspondent Jamie Hirsh interrupt the reviewed commercial with video commentary as well as a blog.
The latest review is over Sally Field in the Boniva ad. Ms. Hirsh takes issue primarily with Boniva’s price. She says other drugs work well for osteoporosis at less cost. The only difference is that you take Boniva once a month says Ms. Hirsch versus weekly or daily for other drugs. Of course that monthly dose is what Boniva is pitching in its ad. The once a month dose is a big benefit since all drugs for osteoporosis may cause upset stomach and require not lying down for up to an hour after taking the pill.
Ms. Hirsh worries aloud about the ethics of using a celebrity and wonders about sally Field’s real use of the drug. She also seems to poke fun at Ms. Field’s air style and that she “looks refreshingly younger than her actual age.” I did not know looking good is a problem in advertising. Would she be happier with a celebrity who looks older than her age?
The web piece is titled “Sally Field and Boniva-Great spokeswoman, misleading ad.” I could not find anything which supported the “misleading” portion in the title. Nothing in the ad misleads consumers unless you believe somehow Sally Field is not using the product. The fact is that Boniva’s claims are vetted by DDMAC for misleading statements. If there are any misleading claims I suggest Ms.Hirsh make her case to DDMAC but that would take facts, not silly reactions to Sally Field’s age or hair.
I guess Ms. Hirsh would like the Boniva ad to point out that other drugs are available at lower cost. I think it would be nice if all companies told you what else is available from competitors, but then that would not be advertising. Advertising is designed to sell products. Given DDMAC , physicians, and competitors are involved, I think the consumer will have ample chance to get alternative drug information.
May 3rd, 2009 at 9:08 am
Agree! Advertising is meant to educate and sell-
Through the use of a very effective spokesperson, especially for this target, Boniva is providing to some, a significant choice for women–let the consumer and their doctor decide if the one month dosing is signifcantly advantageous vs the incremental cost. If the one month dosing translates to broader use and better adherence, it may well be worth the extra cost and save the healthcare system sizeable dollars by reducing the number of hip fractures going forward…
(The National Osteoporosis Foundation in the USA reported that by 2010, about 12 million people over the age of 50 are expected to have osteoporosis and another 40 million to have low bone mass. In 2005 in the USA, there were predicted over 2 million fractures costing $17 billion.)
May 19th, 2009 at 4:36 pm
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