how to brand a disease

January 17, 2012

 I was reading some older BodyTalk newsletters and found this interesting post on how the pharmaceutical companies market their new products.  Check out the article~

HOW TO BRAND A DISEASE – AND SELL A CURE

Article by Dr. Carl Elliott M.D, CNN.com
An interesting article covering PR branding of pharmaceuticals that treat a range of diseases such as “social anxiety disorder,” a condition previously known as “shyness”, or “urge incontinence” which many patients refer to as “accidentally peeing in my pants”.
….pharmaceutical marketers now sell drugs by selling the diseases that they treat. The buzzword is “disease branding.”

To brand a disease is to shape its public perception in order to make it more palatable to potential patients. Panic disorder, reflux disease, erectile dysfunction, restless legs syndrome, bipolar disorder, overactive bladder, ADHD, premenstrual dysphoric disorder, even clinical depression: All these conditions were once regarded as rare until a marketing campaign transformed the brand.
Once a branded disease has achieved a degree of cultural legitimacy, there is no need to convince anyone that a drug to treat it is necessary. It will come to him as his own idea.

To read more, click here.

{ 1 comment }

Durga Leela March 9, 2012 at 9:04 am

Thanks for posting this Brooke, it is very interesting! I read the full article here, http://www.thesunmagazine.org/issues/435/side_effects_may_include

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