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General interest items edited by Janice Flahiff

[Press release] Are you big pharma’s new target market?

From the 3 February 2014 EurekAlert

Taking a cue from Apple and Coca-Cola, pharmaceutical firms are humanizing their brands

This news release is available in French.

Montreal, February 4, 2014 — By 2018, it is estimated that the global pharmaceutical market will be worth more than $1.3 trillion USD. To corner their share of profits, established drug companies have to fight fierce competition from generic products, adhere to stringent government regulations and sway a consumer base that is better informed than ever before.

New research from Concordia University’s John Molson School of Business shows that Big Pharma has begun these efforts by embracing “brand personality,” a marketing strategy traditionally employed by consumer-focused companies like Apple, Coca-Cola and Harley-Davidson.

By imbuing their brands with human characteristics, pharmaceutical companies can boost sales by developing direct relationships with their consumers. The result: patients are more likely to ask their physician to prescribe specific brand-name medication.

Screen Shot 2014-02-05 at 8.35.25 AM

“Brand personalities can transform products from being merely functional to having emotional value in the eyes of the consumer,” says marketing professor Lea Katsanis, a co-author of the study that recently appeared in the Journal of Consumer Marketing.

“Pharmaceutical companies give their brands personality traits by relying on physical attributes, practical functions, user imagery and usage contexts. As a result, brand names like Viagra, Lipitor and Prozac become shorthand for the drugs themselves.”

To carry out the study, Katsanis and co-author Erica Leonard, a recent graduate of Concordia’s Master of Science in Marketing program, used an online survey to poll a total of 483 U.S. respondents. They rated 15 well-known prescription medications based on 22 different personality traits, such as dependability, optimism, anxiousness and elegance. The study included blockbuster drugs from Big Pharma companies such as Pfizer, Eli Lilly and GlaxoSmithKline.

The results show that prescription drug brand personality, as perceived by consumers, has two distinct dimensions: competence and innovativeness. Consumers typically applied terms such as dependable, reliable, responsible, successful, stable, practical and solution-oriented” to branded drugs, thus showing a preference for overall competence. Words like unique, innovative and original related to the “innovativeness” of the drug in question.

“Our findings can help marketers better understand how competing brands are positioned and act accordingly to ensure their products remain distinctive. One way of achieving this could be to appropriately focus more on either the competence or innovativeness dimensions,” says Katsanis.

“From a consumer perspective, prescription drug brand personality may make health-related issues more approachable and less intimidating, facilitating physician-patient interactions by making patients more familiar with the medications used to treat what ails them.”

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Media contact:

Cléa Desjardins
Senior advisor, media relations
University Communications Services
Concordia University
Phone: 514-848-2424, ext. 5068
Email: clea.desjardins@concordia.ca
Web: concordia.ca/now/media-relations
Twitter: twitter.com/CleaDesjardins

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February 5, 2014 Posted by | health care, Health News Items | , , , , | Leave a comment

[Reblog] A prominent psychiatrist admits helping invent ADHD as a disease

Psychiatrist-Quack-Crazy

 

From the 25 August 2013 article at ForwardMotion

Many vaguely understand that the American Psychiatric Association (APA) keeps making up diseases as they continue developing new issues of their DSM or Diagnostic and Statistical Manual of Mental Disorders.

Recently, a founding father of ADHD (Attention Deficit Hyperactivity Disorder), announced a few months before his death that … “ADHD is a prime example of a fictitious disease.”

After turning 87 years old, American psychiatrist Dr. Leon Eisenberg made this statement to the German weekly Der Spiegel on 2 February 2012. Seven months later, he died. Apparently, he had decided to come clean and confess before moving to the beyond.

Dr. Eisenberg was among the committee of psychiatrists who put together the DMS II in 1968. He had initially coined the term “hyperkinetic reaction of childhood,” which was described and agreed upon by the committee and confirmed by a small percentage of APA members as a mental disorder. Later, the term was altered to the current ADHD.

Yet, there is no biological proof or test to determine exactly what chemicals are “out of balance” in the brain for ADHD or any other disorder. Most psychiatric drugs are unnecessary at least. And they have often caused suicide and homicide.

Then there are the milder adverse reactions that include feeling depressed or not like oneself and even physically out of sorts among those taking psychotropics for mental disorders created by committees.

An epidemic of pharmaceutical drug use is harming millions of kids

Since that DSM conference in 1968, Dr. Eisenberg’s contribution to mental disease by invention and committee consensus has resulted in drugging millions of children from preschool age through high school.

It’s currently estimated that up to 20% (one out of five) of children from nursery school and kindergarten through high school and in foster homes have been prescribed Ritalin.

Ritalin, commonly prescribed for kids “diagnosed” (labeled is more appropriate) with ADHD was tested a little over a decade ago by the Brookhaven National Laboratory (BNL). The BNL study determined that Ritalin is pharmacologically similar to cocaine with perhaps even worse brain damaging potential.

Even the DEA’s Office of Diversion Control classifies methylphenidate (RitalinR) as a Class II controlled substance with … “a high potential for abuse which may lead to severe psychological or physical dependence.”

Ritalin and other pharmaceutical psychotropic prescriptions are often enforced with threats of expulsion of those kids deemed inattentive or difficult to manage.

Parents, teachers, or foster home caretakers who are too busy to bother managing children with dietary changes or appropriate social management skills are easily convinced that these drugs offer solutions.

Meanwhile, the collusion of Big Pharma and psychiatry thrives with their DMS invented diseases, which legitimized government and private insurance funding for their bogus medical racket. You don’t have to be well off to pay for a shrink anymore. Just make sure your coverage includes psychotropic drugs.

Psychiatrists with pharmaceutical ties comprised at least 68% of the DSM-V committee. Big Pharma pays psychiatrists to deliver seminars, act as consultants, or enroll their clients into final testing of new drugs.

Some receive up to $100,000. Big Pharma paid out $250 million for these and other professional services during the years 2009 and 2010. Dr. Irwin Savodnik, Assistant Clinical Professor of Psychiatry at UCLA School of Medicine, stated succinctly, “The very vocabulary of psychiatry is now defined at all levels by the pharmaceutical industry.”

The widespread drugging of children with neurological damage potential puts normal kids in harm’s way while creating psychological ignorance and dependence on a pseudo-scientific medical racket that’s raking in billions.

To read more on the sources for this article, click link below.

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August 29, 2013 Posted by | Psychiatry | , , , , , , , | Leave a comment

   

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