1. Consumer Health Advertising and Marketing

2. Healthy People 2010 Health Communication Health professional- patient relations Individuals’ exposure to, search for, and use of health information Individuals’ adherence to clinical recommendations Construction of public health messages & campaigns Dissemination of individual & population health risk information Images of health in the mass media and the culture at large Education of consumers about how to gain access to health care systems Develop telehealth applications

3. Healthy People 2010 Effective Health Communication Accuracy Availability Balance Consistency Cultural competence Evidence base Reach Reliability Repetition Timeliness Understandability

4. Issues Misleading Information Quackery and Health Fraud Problems with Products Problems with Services Problems with Costs The Need for Consumer Protection Intelligent Consumer Behavior

5. Issue1 Misleading Information High volume and complex Media influence Radio & TV Magazines & newspapers Functions Entertain, inform, carry advertisements and make money

6. Issue 7 Intelligent Consumer Behavior Seek reliable sources of information Maintain a healthy lifestyle Select practitioners with care Assess own health Active health & illness management Use scientifically substantiated health products and services Understand costs of health and illness Report fraud

7. Advertising & Marketing Advertising The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media Marketing To offer for sale To sell

8. Advertising Placement of announcements and persuasive messages in time or space Purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who Seek to inform and / or persuade members of a particular target market or audience about their products, services, organizations, or ideas

9. Marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives

10. Marketing Ethics American Marketing Association Code of Ethics Federal Trade Commission Avoiding the Muscle Hustle Pump Fiction US Code Chapter 36 - Cigarettes

11. AMA Code of Ethics Participants in the marketing exchange process should be able to expect that: Products and services offered are safe and fit for their intended uses Communications about offered products and services are not deceptive

12. AMA Code of Ethics Avoidance of false and misleading advertising Rejection of high-pressure manipulations, or misleading sales tactics Avoidance of sales promotions that use deception or manipulation

13. Marketing Ethics 1. (legislation definition) Standards of marketing decision making based on "what is right" and "what is wrong," and emanating from our religious heritage and our traditions of social, political, and economic freedom. 2. (environments definition) The use of moral codes, values, and standards to determine whether marketing actions are good or evil, right or wrong. Often standards are based on professional or association codes of ethics.

14. Advertising Techniques Words, phrases Puffery Weasel words & phrases Half-truths Power words AMA Code “Do not use puffery statements or hype (i.e. we make the best widgets East of the Rockies), but do inform the reader of your status in your industry”

15. What to Look For Unambiguous clinical outcome When compared with DRUG X, DRUG Y delivers faster symptom relief. Vague clinical outcome DRUG X is the new, effective 20 μg pill with a low incidence of discontinuation due to skin problems. Emotive or immeasurable outcome DRUG X – one of a kind or DRUG X – a source of healing power. Non-clinical outcome (eg, drug plasma half-lives or biochemical markers) Using DRUG X resulted in a 30% increase in arterial luminal diameter in post-mortem dissections.

16. Marketing by... Medical Professionals Hospitals Prescription drug companies Direct to consumer advertising Non-prescription drug companies

17. Marketing Other Products Food Dietary supplements Tobacco Weight loss Youth and beauty Exercise and fitness

18. Consumer Tips for Prescription Drugs Primary purpose of ad is to sell you a product Do not assume ad gives you full story Get more information Toll-free number Reference book Your physician

19. Consumer Tips for Non- Prescription Drugs Ignore hype: secret, special, foreign formulas, testimonials, miracle or wonder cure Get more information Select products by ingredients listed Not claims Choose single-ingredient products

20. Regulation Industry Self-Regulation Government Regulation

21. Marketing Schemes Multi-Level Marketing Amway, Mary Kay, Nu Skin, Sunrider $35 - $100 Kit Likely all make false/deceptive claims Telemarketing

22. Group Project 1 Online Interactive Brief Screenings and Interventions Re-write Consumer Health Assessment questions Provide a reference (web preferably for each question) Short paragraph responses For use on SurveyMonkey Carlos, Neha, Ryan, Shaun, Ted Tailored responses For use on WebCT Corey, Jason, Otto, Summer, Nestor Turn in and discuss in class on Feb 9

23. Group Project 2 Online Interactive Brief Screenings and Interventions Data collection on SurveyMonkey Feb 15 through Feb 29 Each group gets at least 100 participants Short paragraph response group Carlos, Neha, Ryan, Shaun, Ted Tailored response group Corey, Jason, Nestor, Otto, Summer

24. Summary Marketing codes of ethics Marketing techniques Consumer Tips