Lesson A2 - DRUG ADVERTISING, DRUG TRIALS, AND PLACEBO EFFECTS Flashcards
A considerable portion of the revenue required for the publication of medical journals is obtained from _________________
Pharmaceutical advertising
What are the 6 steps of advertising techniques?
- Catch audience attention
- Use celebrities or authorities to endorse products
- Fear
- Offering an easy solution to the problems
- Before-after technique
- Discredit drugs produced by other manufacturers and praise your own.
What step is this in the advertising techniques? Lincocin offers you a “leading edge” over penicillin in streptococcal infections
- Catch audience attention
- Lincocin → later shown to have severe adverse effects → no longer used
What step is this in the advertising techniques? If the authorities chose it → it must be the drug of choice
Use celebrities or authorities to endorse products
What step is this in the advertising techniques? “ Every fourth menopausal women may develop osteoporosis OS Cal can help” → inflicting fear that these women may develop hunching over ect.
Fear
What step is this in the advertising techniques? “ Problem child or child with a problem?”
- Offering an easy solution to the problems
- This type of advertising has been banned
What step is this in the advertising techniques? “ When osteoarthritis to interfere” → Shows unhappy women → and then shows the same women happy
Before-after technique
What step is this in the advertising techniques? “ This is no time to have to worry about your antihypertensive But the potential risks of diuretics could make it just the time for lopressor SR
- Discredit drugs produced by other manufacturers and praise your own.
- Implies beta blockers are a better choice (lopressor SR = beta blocker)
What are the two most common drugs used in hypertension (blood pressure)
Diuretics + Beta blockers
What drug introduced in 1938 ( Not many regulations) caused 100 deaths
sulfonamide –> turned out to be toxic
What was the drug introduced in 1962 that caused birth defects in pregnant women and what was it suppose to be used for
Thalidomide (sleeping tablet)
What was thalidomide used for and what did it cause?
- Sleeping pill
- Caused birth defects when pregnant women took it
How were drug regulations further strengthened?
Drug company’s required to show evidence of both safety + efficacy (effectiveness)
What are the 3 steps that a pharmaceutical company has to undergo if they want to introduce a new drug?
- Submit proof of both the safety + efficacy of the drug in several animal species
- Detailed methodology for the proposed clinical trial in humans is required
- Submission carefully evaluated → If regulatory agency is satisfied → permission will be given to for an highly qualified investigator to initiate investigations in humans
How many phases are there in a clinical trial?
4