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Main Subject - The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from
Pennsylvania named Vance Packard wrote a book called
The Hidden Persuaders. It was meant to explain to the
public at large why they buy the products they do and to warn
them about the psychological aspects of consumer appeal
that lie beneath the levels of consciousness. A red car, for
example, has hidden stimuli, for red is
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
a color that makes
people angry. If you think I’m nuts, (I am, but not about this),
check with some insurance companies. I was
dumbfounded to learn that the collision rate was slightly
higher for a red car! Packard’s premise was mind-boggling
and insightful for its day. Even he, however, under-estimated
the full extent to which modern advertising has penetrated
our psy
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ches.
The next time you need a "kleenex" or "xerox" stop and think for a moment. Don’t you really mean a tissue or a copy of a piece of paper? And when someone walking in front of you "shakes like Jell-O," do you realize that you have created a metaphor using a brand name in vain? I myself used Q-tips for years before I realized they were really cotton swabs incognito,
The next time you need a "kleenex" or "xerox" stop and think for a moment. Don’t you really mean a tissue or a copy of a piece of paper? And when someone walking in front of you "shakes like Jell-O," do you realize that you have created a metaphor using a brand name in vain? I myself used Q-tips for years before I realized they were really cotton swabs incognito,
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
and that by any other name they cost at least
$1.50 less per box! How and why did these brands become
synonyms for the things that are so much a part of our every
day lives? Sometimes I feel like that little kid in the movie,
Invaders From Mars, who was the only one his block who
didn’t have a strange little mark at the base of his neck
which meant he wasn’t "one of them
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
." Who is "they"
anyway? And worse, how did "they" get from our necks to
our brains and become a part of us?
The answer to these and other not so penetrating questions lies in the arrogance of the media. Their influence is like a giant, intimidating shadow that sneaks into our brains when we sleep and tells us which products to buy. Lets look at how this works. My child
The answer to these and other not so penetrating questions lies in the arrogance of the media. Their influence is like a giant, intimidating shadow that sneaks into our brains when we sleep and tells us which products to buy. Lets look at how this works. My child
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
needs aspirin. Am I going to buy
some generic brand that I have never heard of or am I going
to get the product whose name has been shoved into my
memory so consistently that when I think of aspirin only that
brand comes to mind? This is true even if the contents in
both of the bottles are exactly the same. I want the very best
for my sick child that my hard earned mone
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
y can buy and
how could something that costs less be the answer?
Well, the very best product is not necessarily the one you have heard the most about. That may just be the brand produced by advertisers who can afford to saturate the media with Saran promises and DiGiorno delivery. There are other makers of blue jeans besides Levis and other tampons besides Tampax, but w
Well, the very best product is not necessarily the one you have heard the most about. That may just be the brand produced by advertisers who can afford to saturate the media with Saran promises and DiGiorno delivery. There are other makers of blue jeans besides Levis and other tampons besides Tampax, but w
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ho ever thinks about them
when the others has been so indelibly implanted (like that
little black mark at the base of the neck) into our
consciousness?
The other side to that coin is that familiarity can and often does breed contempt. The media today seems to believe as PT Barnum did; "there’s a sucker born every minute." The only difference is that their influence is f
The other side to that coin is that familiarity can and often does breed contempt. The media today seems to believe as PT Barnum did; "there’s a sucker born every minute." The only difference is that their influence is f
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ar more widespread
and millions and millions of suckers comprise their
sideshow. Unfortunately, that includes me and everyone I
know, even though the old adage that you can’t "fool all of
the people all of the time" is still floating around somewhere
(probably in a pool of the most effective detergent.)
The unmitigated pomposity of the media is a travesty of human intel
The unmitigated pomposity of the media is a travesty of human intel
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ligence. It is as if they say to us whether we want
to hear it or not: You will buy our product because we made
it and because you used to buy our products. It has nothing
to do with whether or not our products are better than any
others on the market. Ours is better because we have the
money to say that it is- over and over and over again. Then
our buys become emotional
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
and not conscious. Theirs is a
most subtle brainwash; a mental encounter of the forty-sixth
kind. It is this presumption which bothers me the most and
yet I and everyone I know keep falling into the vortex of
polyunsaturated pledges and half told truths.
In my home state of Pennsylvania it is legal to substitute prescriptions with lower costing generics as long as the
In my home state of Pennsylvania it is legal to substitute prescriptions with lower costing generics as long as the
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ingredients and dosage are comparable. Time and again, I
have paid for pills and secretly wondered how effective they
could be because I don’t know the brand name and if they
don’t cost as much as I paid before, how could they possibly
be as good? Wake up and smell the coffee, whatever brand
you like. Scotch tape isn’t from Scotland and any other brand
will seal any pack
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
age just as well. Brillo is not the only soap
pad in the world and cowboys do wear other brands of
jeans besides Levis. (Maybe their horses don’t, but they do.)
Search for others that work just as well and you will find that
they are also a lot cheaper. I should not have to pay for
someone’s advertising costs and that’s exactly what we are
all doing when we fall prey to
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
the prestige of name brands.
Don’t get me wrong. I do believe one gets what one pays for in most areas of life, especially professional services of any kind. I am not parsimonious or even frugal by any standards. But what’s true is true. An item is not necessarily better because it is cheaper. Conversely, a familiar and/or more expensive item is not necessarily better eit
Don’t get me wrong. I do believe one gets what one pays for in most areas of life, especially professional services of any kind. I am not parsimonious or even frugal by any standards. But what’s true is true. An item is not necessarily better because it is cheaper. Conversely, a familiar and/or more expensive item is not necessarily better eit
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
her! There
has to be a balance between cost and quality and that’s
what missing today. Some standards never change and
that’s why brand names backed by a solid reputation should
never be ignored. For example, if I were going to buy a new
television, I would look for a name with a history and
credibility such as GE, RCA, Sharp or Sony. Between those
examples however, it
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
is an advertising contest to the death
as to which is better, and my decision would have to hinge
on other factors. I would probably choose the brand I bought
before or the brand my father had or one that a friend or
colleague recommended. That’s a far cry from purchasing
something because the name sounds "familiar."
Sales in generic products are rising, as the public is
Sales in generic products are rising, as the public is
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
becoming more and more discerning and sophisticated.
Awareness has crept into the Wall Street market as well. On
The Motley Fool (A program of stock recommendations) a
pharmaceutical company that waits for the patents on brand
name products to run out so that it can purchase generic
ones was recently highlighted as a good investment.
Although some might argue that thi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s company awaits profit
somewhat like an alligator hiding patiently in a leafy glade,
others consider the move a simple case of hungry free
enterprise. In either case, sales do reflect a trend and a
change in consumer awareness.
In the end you may get what you pay for in reference to some things but not others. In this case, the whole isn’t even equal to even some of it
In the end you may get what you pay for in reference to some things but not others. In this case, the whole isn’t even equal to even some of it
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
s parts. (Like my brain.) The
contradiction is not as black and white as being pregnant,
for example, which is either a state of being or it isn’t. Gray
is an individual color, and each of us must decide what
works and what doesn’t.
But if you should awake tomorrow morning with a little black mark on the base of your neck, don’t say I didn’t warn you. It’s too late to r
But if you should awake tomorrow morning with a little black mark on the base of your neck, don’t say I didn’t warn you. It’s too late to r
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
un to Mr. Packard as he no longer lives in the
world of breathing consumers. Just know that the time has
come to either join the others with their little black marks or
fight them and create your own little black mark. Consider
changing the color, name or configuration on yours. Be sure
you don’t call me though, whatever you do. I’m having
enough trouble living with mine
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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