From magic bullets to medical ideas: how the criticism of RFK Jr. shapes the future of pharmaceutical advertising

If you have already found yourself by humming the eye -catching jingle “Oh, Oh, Oh, Ozempic” of pharmaceutical ads, you know how much they can have an impact. These advertisements do much more than staying in our heads; They considerably influence our perceptions and discussions on drugs. For example, Ozempic advertising intelligently adapts the chorus of an existing song – of “Oh, Oh, O, it’s magic!” To “Oh, Oh, Oh, Ozempic!” This change not only promotes the drug, but wrongly suggests that Ozempic is a magic solution for weight loss, simplifying complex medical realities.

Twenty-five years ago, when I started my career in health communications, the FDA would have considered implications such as complaints, preventing the announcement from being disseminated. Interestingly, my CEO at the time shared an anecdote on his father, who worked in the legal service of a pharmaceutical company. He obtained the nickname of “Dr No” because of his coherent refusals of advertisements which made too ambitious complaints.

You may or may not agree with the Secretary of the United States Ministry of Health and Social Services Robert F. Kennedy Jr. to direct advertising to consumers (DTC), but I think it makes a valid point on the excessive nature of these campaigns. Advertisements representing individuals dancing and singing on the idyllic beaches of the Caribbean suggest that medical products can be magic bullets – a representation that considerably simplifies reality.

As I mentioned earlier, such representations were unacceptable years ago. It is crucial to remember that these advertisements often address serious chronic conditions, such as obesity, diabetes, high blood pressure and even more serious problems such as cancer and rare diseases that have limited treatment options.

However, this does not mean that we should go from one extreme to another. Completely prohibiting DTC advertising is not the solution, because it has its place. In my opinion, DTC advertising will not disappear; Instead, he has evolved, in particular with the introduction of GLP-1 drugs, which revolutionized medical treatment and communication strategies. Consequently, communication strategies must also evolve.

But where does the truth and confidence in health care marketing come from? They emerge from various sources such as digital advertising, educational campaigns, patient travel and partnerships with health care providers who support the truth in advertising standards.

In addition, direct marketing equipment must transparently present advantages and risks, ensuring that important information is not hidden in small characters. These innovations not only promote greater transparency, but also encourage the use of alternative channels such as social media, patient portals and mobile health applications to reach consumers and promote new partnerships with pharmaceutical and biotechnological industries. Collectively, this progress serves as sources of confidence in credible information and fill the gap between promoting products and patient education. They prepared the field for a more dynamic and effective direct communication of patients, resulting in a well -informed consumer base.

What it suggests is that DTC platforms, like Lilly Direct de Lilly and Novocare by Novo are exactly what the doctor ordered (I could not help it!). These platforms offer in -depth education for patients, share paths for patients, provide health coaches and provide complete details on drugs. They guarantee that consumers receive a complete and precise image of the operation of drugs, why they work and continuous considerations such as potential side effects or discussions with their main doctor. In addition, they approach the role of nutritionists, the importance of exercise in the management of muscle mass and the prevention of bone loss.

Public relations (PR) play a crucial role in the training of public perception thanks to integrated strategic communication, mainly involving the media won – content validated by journalists thanks to rigorous verification and supply. This opens the way to a nuanced debate in the media landscape to the rapid rate of today concerning the educational roles of rapid advertisements compared to in -depth journalism, especially in health care.

While advertisements of 60 seconds like the “Oh, Oh, Oh, Ozempic” are effective in capturing the immediate attention of consumers and highlighting key messages on drugs, they represent only the starting point of the broader educational spectrum. These advertisements quickly inform the public, but often leave aside the in -depth analysis and the complete information necessary to fully understand the risks and the advantages of serious drugs.

On the other hand, long journalism, in particular in publications such as the New York Times health and science section, deepened. With its verification of rigorous facts and their expert reports, the main publications offer in -depth coverage of complex health subjects such as GLPs. This not only offers detailed information, but also allows readers to make well -informed decisions, effectively supplementing the initial consciousness generated by advertisements. Advertising and detailed reports serve essential but complementary roles in the health care communication ecosystem, working in collaboration to inform the public and the formal perceptions in a responsible manner.

At the time I started, I entered medical, legal and regulatory meetings fulfilled my 25 year old self. I knew that the creativity, the insight and the thoughtful narration that we had woven in our campaigns would probably be reduced to something much more basic and devoid of artistic flair. I do not necessarily believe that the DTC ads will disappear, but I think that their shape and their function will transform. Instead of facing the stern “Dr. No “During these intimidating meetings, I imagine a future where we meet” Dr. Maybe “or even” Dr. Let us read. ” This change would open the door to find creative and in accordance means to engage and educate consumers, signaling a new era where regulatory approval could include a touch of imagination and partnership.

Photo: Getty Images

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