MHA 506 Week 1 (550 words)

Healthcare Advertising

MHA/506

Running head: HEALTHCARE ADVERTISING

1

HEALTHCARE ADVERTISING

5

Healthcare Advertising

Drug companies are being required to post list prices in television ads

This first advertisement I chose was on how drugmakers will be required to post the list prices of their drugs in television ads (Morse, 2018). Targeted demographics: This is a rule that applies to all prescriptions covered under Medicare and Medicaid (Morse, 2018). Value exchange: This rule is part of the agency's efforts to lower prescription drug costs for patients under the Medicare and Medicaid, but the pharmaceutical industry is saying it violates drugmakers' First Amendment free speech rights (Morse, 2018).

Five Cs framework: CMS is limiting the price disclosure requirement just to TV ads because the majority of the $5.5 billion spent on drug advertising is for television commercials, it said. The American Medical Association is opposed to direct-to-consumer advertising of prescription drugs, but they agree that ads should come with at least a small dose of transparency if it is allowed (Morse, 2018).

How A Little Science and A Lot Of Shady Advertising Boosted Yeast's Popularity

Next, I chose this advertisement about how yeast being advertised in a strange way has boosted its popularity. Marketing strategy(s) employed: Two brothers, Charles and Max Fleischmann, decided they needed to find a way to sell more yeast. They founded Fleischmann's Yeast Co., in Ohio thus creating the first commercial yeast in the United States (Danovich, 2018). Targeted demographics: Americans ate 2.45 pounds of yeast per capita since Fleischmann's hired a physician to study yeast and a famed New York advertising agency to publicize any health benefits it produced (Danovich, 2018).

Value exchange: The popularity of plant-based diets is what gave yeast a push because of the nutritional content that it provides such as the minerals and vitamins needed for a vegetarian or vegan. Over time books were put out saying that candida yeast causes fungal infections like diaper rash. Even though this yeast was not the same as the bakers’ nutritional yeast that Fleischmann's produced, sales started to decline (Danovich, 2018). The Five Cs framework: The Fleischmann’s didn’t go on a rant and market offensively, they just continued making nutritional yeast for its loyal customers. After time this too shall pass and it did. Nutritional yeast sales are back on the rise with the way it has been marketed to the public (Danovich, 2018).

New device can detect cancer in just a drop of blood

Last, I chose this one because it is near and dear to my heart and it talks about detecting certain cancers quicker such as ovarian cancer. Value exchange: (Cohut, 2019) This advertisement discusses how an innovative tool which is called a "3-D-nanopatterned microfluidic chip” can detect cancer in a much easier and quicker way using small amounts of blood (A high-sensitivity diagnostic tool). Even though it can detect cancers quicker, the pitfall is can it detect all types of cancers this way? Targeted demographics: They tested the chip's effectiveness using clinical samples from individuals with ovarian cancer which is notoriously known to not be detectable until it’s in the last stages (Cohut, 2019). Personal cost: Per the researchers, this device is cheap to make meaning that if mass produced it would not cost the patient more to get tested (Cohut, 2019). Insurance companies would be willing to offer it if it would not cost them more to cover it for the patient.

Reference:

Morse, S. (2018). Drug Companies Are Being Required To Post List Prices In Television Ads. Retrieved from https://www.healthcarefinancenews.com/news/drug-companies-are-being-required-post-list-prices-television-ads

Danovich, T. (2018). How A Little Science And A Lot Of Shady Advertising Boosted Yeast'S Popularity. Retrieved from https://www.npr.org/sections/thesalt/2018/12/28/675280193/how-a-little-science-and-a-lot-of-shady-advertising-boosted-yeasts-popularity

Cohut, M. (2019). New Device Can Detect Cancer In Just A Drop Of Blood. Retrieved from https://www.medicalnewstoday.com/articles/324558.php