MATURE MARKET HEADLINES 8/3/2000
Consumers Given Big Dose of Drug Ads
Knowledge is power ... and some times that "power" can be dangerous to your health. I'm talking about the new trend in health care, marketing medical drugs directly to the consumer via television, radio, and newspaper advertising.
These days, consumers are virtually bombarded with drugs ads. And, if you've got aches, pains, and ailments ... those offers of drug-induced relief can sound very good. A Penn State University (PSU) analysis of 84 pharmaceutical ads in 24 popular magazines shows that the ads adhered strictly to Food and Drug Administration (FDA) guidelines such as spelling out appropriate usage and possible side effects. However, all the hype about medications may be potentially harmful to seniors.
The drug companies, says PSU researcher, Dr. Mary Beth Pinto, "used a variety of emotional cues to capture the reader's attention." The largest percentage of emotional appeals, says Pinto, used fear as a motivator for buying the drug. A breakdown of marketing appeals used in the pharmaceutical ads are listed below.
- 43% of the ads appealed to the consumer's "fear" of life-threatening illnesses
- 31% were classified as attempts to evoke "humor"
- 30% emphasized "relationships", frequently involving children
- nearly nine percent used "guilt" to influence the consumer
- nearly nine percent use "sexual" references
Direct-to-consumer (DTC) drug advertising will likely continue to increase at a rapid pace, and in fact, is projected to be the fastest growing major advertising category, surpassing even technology, fast food and soft drink marketers, according to Dr. Mary Beth Pinto, assistant professor of marketing at Penn State University.
Here's just how big the effort is now, and the dramatic rate of growth that got us to this point in drug advertising history. Direct-to-consumer (DTC) pharmaceutical advertising of prescription drugs totalled $40 million in 1989, $350 million in 1995, and today it tops $1.5 billion.
The proverbial "bottom-line" here is the constitutional issue of free speech and the public's right to act on information that will benefit their well-being. However, while this knowledge is "power", that power can be potentially dangerous. It may be dangerous because "too little knowledge" can be a dangerous thing. What I mean is consumers don't know enough about medicine to self-diagnose. But if they want a prescription drug bad enough, despite their doctor's advice to the contrary, some consumers will get their hands on what they personally believe they need. Any gerontologist, myself included, has heard horror stories of senior citizens sitting around the retirement community swimming pool discussing the latest medication. "Oh, you haven't tried it?" says one retiree to another. "Well, I'll give you a couple of my pills to try". It's like, "Oh, your lawn mower doesn't work, then you can borrow mine." And so it goes.
Direct-to-consumer (DTC) marketing may be an issue of "self-regulation" that the drug companies might want to think about, now, before that eight-hundred pound gorilla, the U.S. government, steps in and does it for them. Sure it's possible. Just look at the mess surrounding "herbal supplements" that is now giving the FDA a mental hernia. How do you give consumers free access to health product information and at the same time protect the consumer from over-zealous or unauthorized use of health products?
Over-medication is a major health problem that sends 250,000 people to the hospital each year at an estimated cost of 2 billion dollars. So, one thing is certain, the DTC issue will be an interesting one to watch. The issue is big news now, but like the man said, "You ain't seen nothing yet".
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Brain Wellness Nutrition Therapy Plan
It is downright cruel to give false hope to the families and victims of Parkinson's and Alzheimer's Disease. Every so-called medical breakthrough must be carefully screened, then taken with the proverbial grain-of-salt. Then again, once in a while, a very genuine and very bright ray of hope pokes its head through the despairing cloud of degenerative brain disease.
"The Brain Wellness Plan" (Kensington Books, 2000) is a new book with a fresh approach. Citing the growing incidence of Alzheimer's and Parkinson's, the co-authors (Lombard and Germano) offer insights into how food and supplements can help people of all ages maintain their brain's health. Dr. Jay Lombard is a board certified neurologist and Professor of Neurology at New York's Cornell Medical Center. Carl Germano is a registered dietitian.
"The research indicates we should no longer take our body's most important organ for granted," says Dr. Lombard. It is possible, argue Lombard and Germano, to "empower people to take responsibility for their brain health, the same way we exercise, eat right and avoid smoking to maintain heart health."
Experts are now looking at ways to help brain cells regenerate and ultimately prevent the onset of illness. These emerging nutritional strategies are highlighted in "The Brain Wellness Plan" in a two-fold manner.
- Nutritional strategies to counter damage already done.
Huperzine A and CDP choline has been shown to increase levels of a crucial neurotransmitter called acetylcholine, low levels of which have been linked to Alzheimer's Disease and memory loss.
- Nutritional strategies to prevent future damage.
Free radicals, naturally produced by the body's immune system, trigger cell damage by oxidation. Phytonutrients such as vitamin E, DHA and reservratrol, function as antioxidants and counter cell damage.
"The Brain Wellness Plan" is based on a new area of study called neuroimmunomodulation, which combines research from neurology, nutrition, and immunology. The authors provide details on where to find all the nutrients cited as well as recommended quantities and those that should be taken under the supervision of a physician.
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Reduce Caregiver Stress and Burnout
When it comes to elder care, the American family is the first line of defense, providing nearly 80% of all elder care in the nation. Half of all caregivers must balance work, family, and elder care responsibilities. They are stressed and their numbers are growing daily, says the National Family Caregiver Association. "25 million people have caregiving roles within their families.
Helps on the way. Diane Piktialis, a corporate elder care expert with Ceridian Performance Partners and chair of the American Society on Aging Business Forum on Aging, offers five ways for caregivers to reduce stress and avoid burnout.
- Monitor individual stress levels.
Stress level monitoring involves charting your stress level on a daily basis on a scale from 1-10 with 1 being very distressed and 10 being very calm. Determining a personal average can help you decide when to use interventions to reduce stress.
- Create regular "relaxing event" schedules.
Set aside time for rest, friends, and time alone in order to care for their relative. Examples include sitting in the sun, playing with a pet, laughing, singing, going to a support group, exercising.
- Master stress-neutral thoughts.
Example: "It is difficult to leave my mother, but I know that the staff at the facility will take care of her needs."
- Find out if your company provides elder care support programs.
Take advantage of company resources. Use the Internet to find helpful information and resources.
Ceridian Performance Partners serves more than seven million employees and their family members. For more information about Ceridian Performance Partners, readers may call 800-788-1949.
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Strengthen Your Healthy Heart Naturally
At least half of the annual death rate in America results from cardiovascular disease. That's why the news is filled with stories about heart transplant advances, new cardiac treatment technologies, new medicines, and new procedures for reducing damage due to a stroke.
But beyond general discussions on diet and exercise, very little has been written on natural approaches to cardiovascular health, disease prevention, and treatment. In "Healthy Heart", author David Hoffman goes beyond the standard discussion of diet and exercise and explains how anyone can promote heart and blood vessel health using herbal teas, infusions, tinctures, and more.
Herbal treatments, Hoffman makes clear, are not meant to replace modern cardiac treatment and medications. The life-saving effects of modern medicine in emergencies cannot be denied. But, he argues, there is no need for the herbal and the standard Western medicinal approaches to be seen as mutually exclusive. They can complement and support one another, says Hoffman.
Herbs that have been shown to be effective are examined, and their healing properties are explained in layman's language. Included are discussions of cardiovascular disorders from angina to varicose veins. The author cautions that self-diagnosis should never replace competent diagnosis or prescription medicines from a trained professional.
"Healthy Heart" is now available in bookstores. Storey Books, Pownal, VT. 128 pages. 2000.
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Memory Problems Signal Depression
Got memory problems? Forgetful lately? Can't seem to concentrate? If so, don't automatically blame it on your age. You just might be depressed, says a new study out of the University of Michigan School of Nursing.
Up until now, researchers who study depression, and therapists and physicians who treat people with depression, did not have a sensitive measure to assess the subtle changes in memory or attention in the early stages of depression in patients. Yet patients regularly complain of having memory problems and having difficulty concentrating.
University of Michigan researchers were interested in learning more about memory and attention impairments in depressed patients. When do the symptoms strike? What are the early signs? The researchers were struck by the number of depressed people who said that "one of their earliest symptoms was lack of concentration". One of the clients said that she knew she was getting into trouble with another episode of depression when she began to make a lot of errors in her checkbook," said Reg A. Williams, a U-M associate professor of nursing who is senior author of the study.
The research is based on a series of computer-based and written tests. The tests measured directed attention which is the ability to focus on the task at hand. The test also measured short-term memory, the ability to recall an event that happened within two minutes.
"Our findings reinforce the fact that depression is an illness and not a character flaw or a weakness. It affects your ability to think. When you suffer from depression, people think it just affects your mood. Our study clearly shows it does more than that. It affects your cognitive ability," said Williams. The study was funded by the U-M's Center for Enhancement and Restoration of Cognitive Function and the U-M School of Nursing.
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Healthy Eating Habits for Busy People
"HEALTHY EATING FOR BUSY PEOPLE was created for the busy person who is still trying to stay healthy," says creator David Levitch. Levitch is a registered dietitian with diversified experience in the field of food and nutrition. "Each week a simple step is given to help you change the way you eat. The planner also eases the user into an exercise program over the course of the year. Helpful hints are included to guide you along the way."
Medical professionals have known for years that a healthy diet and a moderate amount of exercise are the key to increasing energy and preventing certain types of diseases. HEALTHY EATING FOR BUSY PEOPLE assists the time-challenged individual in making the often overwhelming, but necessary lifestyle changes. The problem is that while modifying lifestyle is the answer, it can be overwhelming to make these many needed changes.
This weekly planner is the perfect way to make small changes that can add up to a major lifestyle change by the end of the 52 weeks. This planner gives weekly steps that build on each other to achieve this needed lifestyle change. Helpful hints are included to help the individual achieve the weekly goal.
The planner is also a functional business tool that can be used to write down important meetings, appointments, dates and notes. Its convenient size makes it simple to bring the planner anywhere, in a purse or briefcase. This program is beneficial in that it can be started at any time of the year as the months and dates are left open for the user to fill in the appropriate information.
HEALTHY EATING FOR BUSY PEOPLE
by David Levitch, MS, RD, LD
108 pages, $19.98, Trafford Publishing, 2000.
Image credit: Trafford Publishing.
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