YouTube vs. Big Pharma: Round 1

We seem to have a lot of contenders today. Kevin M.D. has a post (linking to PharmaGossip which links to Advertising Age) about the video "exposés" on pharmaceutical companies that have been popping up.

GlaxoSmithKline now has its own one minute, 43-second video on YouTube for Restless Legs Syndrome. Ms. Wetzel said she believes more drug companies and ad agencies will adopt such an approach. "The conversation about health care goes on," she said, "and we're going to have to deal with it."

My job blocks YouTube so I can't see the video, let alone link to the one I'd like to reference, but the other day, I saw (at least) a minute-long TV ad for Celebrex, but oh man, was it awful. See the craptasticness of it at celebrex.com. While I'm all for pharmaceutical companies being upfront and honest about their products, from a marketing standpoint, this commercial is an unbelievable disappointment. (Who agreed to this?) It's one of the most boring commercials I've ever seen and goes on and on for – oh say, a minute – about all the side effects of Celebrex before getting to the positive aspects about the drug. Has the FDA changed the rules on advertising NSAIDS that I'm not aware of? Here's your sampling:

"Lately, there has been some confusion about arthritis pain treatments. It is important to know that there are risks with all pain medicines, including the 3 most common NSAIDs: CELEBREX, naproxen, and ibuprofen. In fact,the FDA requires all these NSAID pain relievers, including CELEBREX, to have the same cardiovascular warning. Understanding the risks and benefits of different NSAIDs is important. All NSAIDs, including CELEBREX, help relieve arthritis pain, but only you and your doctor can decide which one is right for you. An NSAID like CELEBREX might be an option."

* I just timed it: It was 2½ minutes long.

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1 Comment

  1. June 4, 2007 at 4:50 pm

    I recently found out, from a program on Discovery Health…that that U.S. and New Zealand are the only two countries that have tv advertisements about medications. Interesting.


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