Pharmaceutical
ads sometimes turn off consumers with their laundry lists of unpleasant side
effects, but an increasingly popular type of drug company ad is finding a way
around that.
Called
“unbranded” ads, these commercials aren’t tied to one specific medication, but
are designed to alert consumers to a medical condition. Mylan, which has come
under fire for its EpiPen pricing, created one such unbranded campaign earlier
this year to alert consumers about the dangers of allergies. Like many other
unbranded ad, the commercial’s tone played on the frightening outcome of
lacking a medication.
The rise of these sneaky ads come as the annual
$5.7 billion pharmaceutical advertising industry is facing increasing
criticism. The American Medical Association last year called for a ban on direct-to-consumer
advertisements for
prescription drugs and medical devices, citing concern that the ads prompt
consumers to demand expensive treatments that they don’t need. Critics have
also questioned whether there’s a link between increased advertising spending
and higher drug prices, neither of which are relenting.
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