Pharmaceutical Companies Use New Media to Market to Teens

[amcm...@actmissouri.org]

September 9, 2008
News Summary from JoinTogether.org

As government officials warn about the increased misuse of
prescription drugs by adolescents, drug companies are using text
messages, e-mail, and even music downloads to market pharmaceuticals
directly to teens, the Washington Post reported Sept. 9.

Bayer Healthcare Pharmaceuticals, for example, is using e-mail and
text messages to remind teenage girls taking the Gardasil vaccine
against human papilloma virus to get their followup shots.

"These new media choices create a buzz and certainly a perception of a
rising trend toward targeting teens," said Jim Joseph, executive vice
president of the ad firm Saatchi & Saatchi Consumer Health+Wellness.

As a result, teens and parents need to "wade through the clutter of
messages they're getting about drugs -- both prescription and
nonprescription ones -- in order to make safe and appropriate
choices," said Wayne Snodgrass of the University of Texas Medical
Branch, the chair of the American Academy of Pediatrics Committee on
Drugs.

Experts say that communicating with teens about prescription drugs can
be positive, such as text messages reminding them to take their asthma
medication or other drugs. But the Food and Drug Administration has no
rules governing marketing prescription drugs to teens. Experts say
that there are some examples where such marketing could be
appropriate, such as for acne medicine. "A parent might not bring up
treatment for fear of making their child feel bad but would likely be
delighted to have the teen start the conversation and then be able to
help," said Meredith Ressi of Manhattan Research, a healthcare market
research firm.

Drugmaker Allergan is marketing the acne drug Tazorac directly to
teens: those who register online to receive information about the drug
get a $5 Starbucks gift card and a chance to win a Nintendo Wii or
other prizes. Those ages 13-18 need to get a parent's permission to
register, however.

Some experts worry, however, that by trying to be fun and cool the
pharmaceutical ads may reinforce the belief among teens that the
answer to all of their problems lie in drugs. Pediatrician Kathy
Woodward noted that she fielded a rush of inquiries from teenage boys
looking for the antifungal drug Lamisil after ads for the drug
appeared on TV.

"When teenage boys make [a drug they've seen advertised] the focus of
their yearly office visit, it takes away time I need to talk about
crucial health issues including safe driving, alcohol and prescription
drug abuse," said Woodward.

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