The antagonists of DTC advertising however, are of the opinion that the advertising cannot provide enough or detailed information that will enable the consumers to make appropriate drug choices Sullivan, The protagonists of DTC advertising have often argued that the mode has raised the awareness for and access to important new medications as well as the ability of patients to actively engage their physicians in informed discussions about their prescription drugs. The outcome was that even though Vioxx patients showed less stomach damage, there is more blood clot problems than drugs in the naproxen group with five times higher risk of heart attack. Ethical Theory and Business. DTC creates knowledge gap between the consumer and the marketer when the consumer cannot properly evaluate the information being received. As opposed to the normal two-year review period for other companies, it took only six months for FDA to review Vioxx for Merck made possible by a special relationship and money inducement. With declining fortune, Merck found DTC irresistible and relied on it heavily to shore up its market share and to remain competitive.
Conclusion The case of Merck and its Vioxx recall has proved that pharmaceutical manufacturing companies need to strongly take mreck consideration the overall interest of public good. In a situation whereby FDA as the regulator is on the pay of the pharmaceutical industry, it can be expected that the rules and the procedures would be compromised.
Hidden in Plain Sight. This was the case particularly in the naalysis marketing of Vioxx which evidently was discovered to be dangerous to the consumers but which the company ignored as will be expatiated later in this paper. The legal implications of the recall and the effect of an enactment of a law by the Congress to prevent the use of DTC method of advertising will also be examined.
The huge market share and profits that go with such position propelled Merck to overlook essential findings that would have revealed the heart attack risks associated with Vioxx at research and development stages.
It is hard to imagine that decision makers at all levels in Merck would ignore the disturbing information provided by their own VIGOR study.
No direct-to-consumer drug ads: For this reason, it is hard to see how the elderly, children, and the less endowed who are vulnerable and susceptible to deceptive and marketing strategies can become more informed in making drug choices Greene, The outcome was that even though Vioxx patients showed less stomach damage, there is more blood clot problems than drugs in the naproxen group with five times higher risk of heart attack.
A pharmaceutical company should have no control over the information that is disclosed about its products because patients rely on the expertise of the physicians to make the best choice for them. When physicians are hired as consultants by companies whose products they prescribe, then conflicts of interest tje.
Case Study: Merck & Company: the Vioxx Recall | Free Essays –
Public health is too important to be left the whims of the pharmaceutical industry to manipulate mercj they have been doing over the years with their unrestrained budgets on DTC.
Congress to ban direct-to-consumer DTC is supported by this author.
The relaxed rule led to widespread use of television to advertise prescription drugs with commensurate big spending by the drug companies Beauchamp et al, Related Essays Pharmaceutical Industry and E. The antagonists of DTC advertising however, are of the opinion that the advertising cannot provide enough or detailed information that will enable the consumers to make appropriate drug choices Sullivan, Ethical Theory and Business.
Excluding patients with high risk of heart problem, the study gave some patients high doses of Vioxx and precluded them from taking aspirin.
Want to get a znd estimate for your Essay? Literature Review Dissertation chapter: But the market for it was insignificant. Many lives were exposed to the risks of heart attack and strokes when the warning signs were staring them in the face.
That is why physicians and researchers should be made to disclose their pecuniary interest in any pharmaceutical company and in its drugs. The belief through trials in Merck was that while Vioxx provides guarantee against stomach damage, there is no increased risk to the heart. InMerck wanted to prove whether Vioxx can reduce colon polyps. The relaxation of the rule governing the direct-to-consumer DTC advertising in by the U. The purpose of this paper is to make an exposition of issues that the recall case entailed including the ethical issues that were involved, and the propriety of DTC advertising method.
The possibility that the knowledge gap would exist is very high especially among the less privileged members of the society. At introduction stage, both Merck and FDA acted unethically by speeding up the review process.
Case Study: Merck & Company: the Vioxx Recall
Merck, looking for ways to entrench its market leadership threatened by impending loss of patent, relied heavily on Vioxx to capture the painkiller drug market with which it hoped to shore up its profile and revenue. Retrieved June 9, from http: It is pertinent to say only United States has embraced DTC advertising of prescription dugs has never been permitted legally in Europe ad it is banned outright in Canada Green, The COX-2 medication was effective for treatment of arthritis and other pains without users being exposed to stomach damage by naproxen.
The quest for make bigger profits and control the painkiller drug market seem to becloud their sense of judgments.