Ask Your Doctor

It may not surprise you that a lot of money is being invested by pharmaceutical companies these days designed to get consumer “pull” through distribution channels to you. Chances are the advertising messages are falling on deaf ears if you are a commercial zapper who watches programs you have recorded or if you are more likely to visit the refrigerator during commercial breaks. The pharma industry will spend over six billion dollars on drug advertising this year according to Nielsen. The lion’s share (over 5 billion) will be spent on television. I guess you’ve got to pay attention, especially as your doctor appointment approaches.

Most of the brand names look like they are in another language or made up of a jumble of random letters. A handful of companies manufacture and market the products. Chances are you have little or no recall of why pro golfer Phil Mickelson wants to tell you about arthritis, or why grandpa can relate to the big bad wolf’s breathing issues or what drugs to ask your doctor about if, in fact, you need to quit smoking, manage your type 2 diabetes or your bipolar disorder or whatever ails you.

If you are scoring at home. Here are some of the top pharmaceutical companies, some of the brands they market (and for what they hope to provide treatment). I know you will pay close attention to the television advertising prior to your doctor appointment so you can ask smart questions when the time comes.    

Pfizer - Chantix (smoking cessation), Xeljanz (arthritis); AbbVie - Humira (arthritis); AstraZeneca - Symbicort (asthma and COPD), Nexium and Prilosec (heartburn), Crestor (cholesterol); Eli Lilly - Cialis (erectile dysfunction), Cymbalta (antidepressant), Trulicity and Jardiance (diabetes); Johnson & Johnson - Xarelto (blood thinner), Stelara (psoriasis) Remicade (anti-inflammatory), Olysio (hep C); Bristol-Myers Squibb - Eliquis,( blood thinner), Opdivo (cancer); Merck & Co. – Keytruda (cancer), Januvia (type 2 diabetes), Dulera (asthma inhaler); Sumitomo Corp. - Latuda (antipsychotic for bipolar depression), Aptiom (anti-seizure); Amgen - Embrel (psoriatic arthritis).

So, big pharma is betting more that FIVE BILLION BUCKS on tv to trigger meaningful and actionable conversations with doctors that will ultimately justify the commercial success (profitability) of these brands.