Lyceum Educates Students on Dangers of Drug Marketing
On Tuesday, September 30, Mass Communications students at Emory & Henry College presented a Lyceum on the film Big Bucks, Big Pharma, followed by a discussion of the ideas in the movie.
The film, a product of the Media Education Foundation, explores the world of pharmaceutical drug marketing. The term “pharma” refers to the extremely large pharmaceutical companies. These companies took in $550 billion in 2004. They target patients to ask their doctor about any and all kinds of drugs. “Patients ask for a drug, and they don’t even know what is it,” says Marcia Angell, of Harvard Medical School.
Patients see the people in advertisements that are happy and cured. However, there is no show of the side affects or symptoms of the condition. Consumers are shown how their life can be so perfect with this new drug.
Many drugs are simply a new version of the same drug. For example, Prilosec was a drug that was losing its market. In order to find a new base of consumers, the company came out with a new product, Nexium. While it has a different name, Nexium is very similar to its parent, Prilosec.
This copycat is called a “me too” drug, which continually market drugs with new names. According to the film, 78 percent of “me too” drugs are not likely to be better than the original drugs. In the testing of drugs, they do not have to be compared to older drugs, but to a sugar pill. Katherine Greider, author of The Big Fix, said, “You’re basically comparing the drug with nothing.”
Another crime of the drug companies has been disease mongering. With such conditions as Restless Leg Syndrome, Adult ADD, and Social Anxiety Disorder, consumers are convinced to believe that they are victim to these conditions, which could also be attributed to being hyper, distracted, or shy. Consumers feel they need to make their lives better by getting these drugs, which are really just new definitions of medicating personality.
During the film, many methods were mentioned on how to avoid being a victim of the drug marketers. When a doctor prescribes a drug, be sure to ask if there is a cheaper, generic brand available.
The discussion following the film involved finding who was responsible for regulating such corruption. Is it the government, doctors, or consumers? One student felt that it was the consumers’ responsibility to educate themselves on the issue. Many others felt that it was the doctor’s responsibility to tell patients about other options; and still others felt there should be more limitations for marketers through government regulations.
Many options were discussed, but the discussion concluded with the idea that it is the responsibility of everyone in the situation to make things better by a communal effort.
Filed Under: Campus News • News
About the Author: Sophomore Hannah Rhodes is a Mass Communications and Public Policy and Community Service double major. A native of Richmond, Hannah works for the campus radio station and also helps with the weekly television show. This is her second year working with EHCWired. She enjoys writing, playing soccer, and spending time with friends. She volunteers at the Highlands Project after school program and enjoys participating in community service. Family is important to her, as she is one of five children. Her time at Emory has been wonderful, and she can’t wait to have even more experiences.
