pharmaceutical advertisements

Thoughts on Pharmaceutical Advertisements

“The reality is that most people hear more from pharmaceutical companies (16 to 18 hours of pharma ads per year) than from their doctor (typically under 2 hours per year).” writes Dave Chase in his book The Opioid Crisis Wake-Up Call. Chase is critical of American’s looking for a quick fix and expecting a pill to solve their problems. He says that short doctors appointments and a bombardment of pharmaceutical advertisements on TV contribute to the mindset that any disorder or illness can be fixed in a matter of minutes with a quick pill. With how much we hear from drug companies, and how little time we spend with someone who is trying to work with us in depth to correct behaviors, change our thoughts, improve muscle imbalances, or make adjustments to help us live a more healthy lifestyle, it isn’t hard to understand why most people think of medical care in the form of a pill.

 

I am wary of pharmaceutical advertisements. I don’t really understand if I am the target audience or if medical professionals are the target audience. I’m not sure if the goal is to just normalize taking pills, or if the goal is to educate patients about a potential solution for a potential problem. I’m not sure if the idea is to get people away from taking generic medication in favor of brand name drugs, or if it is to get people to try a medication and see if it helps them.

 

However, I also remember seeing a study which suggested that drug advertisements did help improve people’s health literacy, and did lead to patients being more likely to ask about medications which would help them, without finding an increase in patients asking about medications that wouldn’t be helpful for them. `When primary care providers are stressed, have limited time with patients, and are likely to miss important details, having patients with goals and specific questions about beneficial medication is important for overall health gains and an improved doctor-patient relationship. Additionally, advertisements approved by the FDA and at least somewhat regulated are better places for people to gain medical information about a drug than a Reddit or Facebook post from a random person.

 

Ultimately, I think I fall on the side of banning direct pharmaceutical advertisements. I find they are overly broad, dangerously support the idea that all one needs is a pill to solve all health problems, and ultimately are more about pharmaceutical companies than about improving health in general. I’m not 100% sure this is the best course, but I’d put my confidence around 75% sure this is the best path to pursue. I don’t think it would hurt America to be a little less focused on pills as cures rather than focused on lifestyle changes, especially if we start to favor policy changes that would support more healthy lives.
Humans are Not Automobiles

Metaphors and Similes of the Human Body

Human beings think in metaphors and similes, especially when it comes to thinking about ourselves. We come to understand one thing by comparing it to another, and we describe something as being like something else, to help us understand how we should relate to it. A metaphorical way of thinking that Sam Quinones is critical of in his book Dreamland is the description of the human body as an automobile, or more generally as a machine.

 

We think of ourselves as if we were the most advanced technologies we have developed. We imagine that we could have parts swapped, that we just need little tune-ups here and there, that all we need is a mechanic to tinker with a few things and we will be back to running smoothly if we are ever out of whack. However, this metaphor, like all metaphors, is an incomplete way to understand the reality of what we are.

 

Our minds are only so good at holding lots of complex information. We use metaphor and simile to simplify our thought process. Metaphors and similes serve as heuristics to understand and conceptualize complex structures and relationships, but they don’t actually capture the full scope of reality. To say that the human body is an automobile, or operates as an automobile, misses key aspects of human dynamism, plasticity, adaptability, and function. We respond to the world and our environments, change and adapt to new settings and structures, and move in ways that no machine that we can create today can. We share some things in common with machines, but we are not machines.

 

In Dreamland, Quinones quotes a physician at the University of Washington Center for Pain Relief named John Loeser who explains why this type of thinking is dangerous, “Usually the patient says, ‘I come to you, the doctor. Fix me.’ They treat themselves like an automobile. People become believers in the philosophy that all I need is to go to my doctor and my doctor will tell me what the problem is. That attitude has been fostered by the medical community and Big Pharma. The population wants to be fixed overnight. This is the issue we addressed with chronic pain patients. They have to learn it’s their body, their pain, their health. The work is done by them.”

 

The automobile metaphor manifests falls apart when we project a quick scientific and technical fix for ourselves. The idea that all we need is a special additive to make our body work better is what fuels our desire to have a pill to solve all our medical problems, and it is emboldened by the idea that we are basically automobiles.

 

We always compare ourselves, our brains, and our bodies to the highest technology of the time. If we don’t consider ourselves automobiles anymore, we probably think of ourselves as technical space ships or precision fighter jets. Humans once thought of the brain as a complex system of pulleys and levers, and now we think of our brains as supercomputers.

 

What Quinones uses the quote from Loeser to show is that we are living systems. We are not machines that can be isolated from our environment, tinkered with, and tuned for optimal performance. We have to be responsible for how we live and the systems, structures, societies, and institutions that we all build and live within. If we don’t truly think of ourselves as more dynamic than machines, and if we don’t consider our interconnectedness, we will never understand ourselves properly, and we will never fix the problems we face, like chronic pain. We will turn to cheap tricks and remedies, and we will face the consequences of living in a way that praises quick fixes and pills to try to solve our problems.