I saw a commercial for a new drug the other day… And I have to say it was one of the worst attempts at advertising/marketing a product I’ve ever seen.

But then I realized—they’re all the same. There are no good commercials for medications. 

Setting aside the fact that I genuinely believe Pharma companies should not be allowed to market products to the public—(isn’t it a doctor’s job to have those conversations?)—how can these companies make so much money and yet create such terrible videos?

Here’s how it plays out:

Picture some generic guy riding a horse, rock climbing, skydiving, or walking across hot coals—that’s how they always open. And you can’t relate because 99% of us don’t do the things these companies claim are the “normal” their meds will get you back to. 

The “normal guy” turns to the camera and says, “I have moderate to severe tuber-itis-osis.” Because, of course, that’s how we all talk. Whenever someone asks us what’s wrong, we label it “moderate to severe.”

Then they tell you about this great new medicine to fix the problem… Except NOTHING in these commercials tells you anything about the benefits you can expect from the drugs.

Instead, you’re treated to a 90-second monologue about all the grave, even deadly, side effects this “breakthrough drug” might cause, which plays over a backdrop of iMovie edits of random people walking through deserts or the Grand Canyon.

This violates every rule of marketing—there are no benefits to us and nothing but drawbacks are ever mentioned. It’s too long and drawn out, never gets to the point, and doesn’t answer “what’s in it for me?” What school did they go to?

Then, they wrap up by telling us to “ask our doctor” about this new medication. Nope—I’m not doing that.

It’s the doctor’s job to stay current on what works best, not ours. We don’t have a medical degree or the domain knowledge to make suggestions to our physicians.

Imagine the millions of dollars wasted each day these ads run. Money that could be spent making better meds, doing more research, or put to any number of better uses. 

Maybe Big Pharma should market to the doctors… And let THEM have these conversations with us. 

It’d save them a lot of money and the viewers a lot of boredom.

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