September 10, 2012

Controversies on how Medicines are being Promoted Online & Offline

We all know that TV commercials are still the largest mass medium for advertising ~a part of every business marketing plan. But take note, with the growth of internet and social media sites another medium of advertising is starting to overtake. 

So here are some thoughts about what I read about this Dynamics of Medicine Promotion Online

1. The consumers’ awareness that are getting stronger online. I really thank God that through social media consumers can now voice their thoughts and be able to share what’s on their mind (interesting, right?). Regarding the case of the state "no approved therapeutic claims" be changed to "Mahalagang Paalala: Ang (name of product) Ay Hindi Gamot At Hindi Dapat Gamiting Panggamot sa Anumang Uri ng Sakit”, is a good idea just to present it in a manner in which it can be easily understood by the many. But again, if people will not really care to read on an important ant notice then it will be and will always be useless unless the Department of Health willfully change the mindset of Filipinos regarding this important matter. I hope DOH will do something about it!

2. Another issue in here is that Loyalty gimmicks might click but it is the community that counts. Giving loyalties to your customer is one way of giving value to them but sometimes marketing plans like these may tend to irritate some customers in some other ways. Good for me that I haven’t experienced such irritating calls from them to come for a free consultation and etc. Although it is really an effort for them but I would rather prefer buying those medicines that creates a community impact like joining raffle draws, contests online and the likes. So far, I am signing up for free vitamins (still don’t know the product yet) for my kids in exchange for a simple review and this really counts big in a certain community. 

I really do like the Unilab products on how they do campaigns online because they really take their time posting it on social media sites asking the consumers to like their page and that one thing about it is that they are also up for free bloggers sign-up who are willing to do a review for them in exchange of their products of your choice. 

3. Brand positioning is as important as targeting your consumers ~ why would they buy your brand in preference to others? Have you noticed in tv commercials nowadays that they are using a multi-level marketing models, a celebrity-driven commercials and even use a heavy advertising? Well for me, partly they did not help in contributing the effectiveness of the endorsed product but they are just being used to drive the consumers to buy their product in preference to others just like in the case of John Lloyd Cruz in Biogesic, Manny Pacquiao of Alaxan and many others. To be honest, I don’t easily take over the counter medicines because it doesn’t work for me and that sometimes I may question if it’s really worth buying for because it is not as effective as their spiel and as safe as what they say. Some people may tend to buy that product because of the endorser itself, not knowing on its effectiveness and safety of the product as a whole, but not for me because I am completely the exact opposite. 

Have you seen this TV ad from Saridon


Oh well another controversy, TV ads like this should not be aired because promoting violence as one way to catch the viewers/consumers' attention is really a big NO, NO! So true that normally we Filipinos will just take it as a funny or a humorous ad, but take note that the ad does not only be seen by adults but kids do too. They also contribute as the major viewers who would like to mimic what they see and hear on TV. In my daughter’s case, every time she’ll take her medicine she would ask me…”eh safe ba yan?”. :)

I totally agree with the idea that DOH should set clear guidelines and policies on what kind of advertisements to be aired or not both online and offline. I don't believe they don't have a screening committee on this, but  oh well we have nothing to do if they themselves don’t know what violence is all about or maybe they just see it on the other’s perspective way. Hope they'll do something about this, not just purely for promotion!

15 comments:

zoan said...

We share the same sentiments sis;( i still visit our doctors pag we feel sick rather than buying over the counter meds

zoan said...

Pls chk my comment baka na spam

jheylo said...

oh my! that commercial is kind of violent, why do they have to do that? kids are watching and kids might think it's ok to nail and hammer one's head. bad influence

Anonymous said...

well, it always depend on the people who saw the ads online or offline to buy the said medicines without consulting a doctor. this is also a good way to educate people how to be curious and aware of what medicines they were taken.

Lulu said...

i agree thanks to online world and different social media we can voice our opinions as consumers

Jessica Cassidy said...

This is very informative and helpful for consumers like me :-) especially having a daughter that has allergic with foods. It is very helpful on what medicines are right for her health :-)

Mel Cole said...

This is a crazy video ad of the medicine. Violence is just absolutely not a good way to impress people to buy that kind of product.

Bless said...

Very bizarre video and advertising. As for me, I always go to the doctor and ask what medicine to give to our kids if they are not feeling well. I am just cautious coz I know medications have side effects.

emzkie said...

iba pala ang content. i got confused coz i visited u both at the same time.. toinks, my bad. lol. sensya na. by the way... about this post, here in US their ads here is more accurate and more infos about the medicine. its not just for the people, but its a way to protect themselves from the people who misused it, and who would try to sue them. its really important to show the bad effects and what is this drug for and not for..

RonSilvoza.com said...

some of these commercials are really getting out of hand.. instead of showing the healing effects they show weird things just to make medicines effects believable.. too bad our regulators doesnt do much about it...

thanks for sharing your insights.. :)

Shela said...

Thanks for the article this will really remind us to be careful!

Emma said...

Very well said Pheb. I just hope consumers will be wise enough to know and decide which ones to take. The media has so much influence to its consumers both in buying power and character molding so I hope those people behind these tv ads are sensitive enough to contribute to the community than just selling their products.


Ask the doctor first would always be the best move.

Chie said...

It is funny people are influenced by TV ads...like buying medicines, they buy such medicine because of John Loyd.

marie said...

sounds scarys commercial when i see but it useful for the people when get sick. I rather consult the doctor than buying on the counter.

'Mum-2-3-' said...

That, without a surprise! With the growing numbers of people in the world used internet as a convenient way to communicate, earn, shops and find things is probably a hint.

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