Like all marketing campaigns, the aim of any pharma advertisement is to get you to think that you need a certain product or a service. I understand that all pharma companies will say that they want to educate patients on the condition first and foremost, but I guarantee that when pharma companies are forking over multimillion dollar checks to ad agencies, they’re looking for more product sales as a return on investment (ROI).
This is not a “bad” thing – this is business. Let’s say you’re an inventor and you created a program that would improve the amount of sassing teenagers give to their parents. Would you pay an agency half of your annual paycheck so that parents can be educated about the prevalence of sassing by teenagers? NO! You want parents to buy your program so you can make back at least the money you spent on the ad, plus more so you can pay your mortgage and keep your family fed!
Well, pharma’s like that. I know for some it is incredible to believe, but pharma companies are not alive in themselves, as if there is a force called “the pharma company” making decisions. Pharma companies are made up of hundreds of thousands of people who have to feed themselves and their families and put a roof over their heads. (Many of them are parents and most of them probably wish that you did invent a program that improves teen sassing of parents.)
So the key is not to spend your energy hating companies and talking trash about how misleading some commercials are or how annoying you find that a computer graphic bee is selling you asthma medication or how a group of red-towel clad women looking like they think they’re better than you want to sell you a hormone replacement drug.
As consumers, the key is to see through BS!
And the best way to see through any “BS” – whether it is from pharma or any other industry – is to know the difference between:
– what you NEED
– what you WANT
– what you are led to THINK you NEED
This last item – what you are led to think you need – is the crux of how ads work. Ads lead you think you need something, and usually tap into our animal instincts, or tap into our more “evolved” desires like convenience.
– buy this car and you’ll attract sexy partners (taps into animal instinct)
– take this pill (taps into convenience in some cases where diet, exercise, life style change is much harder)
Therefore, a question consumers can ask themselves whenever they are confronted with an agent of influence is,
“Is this what I REALLY need? Or is this what I want? Or is this what I am tempted to think I need?”
You can apply these questions to 99% of the junk ads you see on television these days, aside from pharma ads.