Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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White House Critical of Opioid Constipation Drug Advertising

White House Critical of Opioid Constipation Drug Advertising | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The White House criticized a pharmaceutical industry ad airing during Sunday's Super Bowl, saying it could help fuel an opioid addiction crisis.


The advertisement was intended to raise awareness of opioid-induced constipation, and was paid for by two drugmakers marketing a drug to treat it. But in the midst of an administration proposal to spend $1.1 billion more on treatment for prescription drug and heroin abuse, a top White House official suggested that the ad went too far.


"Next year, how about fewer ads that fuel opioid addiction and more on access to treatment," said White House Chief of Staff Denis McDonough in a tweet Monday.


"The Obama administration has not done a good job of taking on the pharmaceutical industry on this," said Dr. Andrew Kolodny, the executive director of Physicians for Responsible Opioid Prescribing. "It's as if they woke up overnight to realize how serious this problem is."

"Now you have these ads coming out normalizing long-term use of opioids for a chronic pain problem," said Kolodny, a senior scientist at Brandeis University's Heller School for Social Policy and Management. "There's no question that their ads make this very dangerous and questionable medical practice seem normal."


The Super Bowl ad was funded by AstraZeneca and Daiichi Sankyo, two companies in a joint venture to market Movantik, a drug that treats opioid-induced constipation. The companies do not make opioids themselves.

Pharma Guy's insight:

Worse than the Super Bowl ad is this Movantik TV Commercial, titled 'Opioid Baggage' which shows a women enjoying a day in the park with her Opioid pill!  Need help with your opioid baggage; e.g., constipation? Movantik will help you overcome that and enjoy a day in the park with your opioid! See ad here: http://bit.ly/opioidpark

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Behavioral Health Network Resources's comment, May 28, 2016 12:35 PM
Did Political Agenda Plant Seed for Opioid Addiction Epidemic https://www.linkedin.com/pulse/did-political-agenda-plant-seed-opioid-addiction-epidemic-davis?published=t Pls share
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Cam Newton Was Not the Only One "Blocked" During Super Bowl 50

Cam Newton Was Not the Only One "Blocked" During Super Bowl 50 | Pharmaguy's Insights Into Drug Industry News | Scoop.it

If you’re like a plurality of Americans, you spent Sunday night watching the Super Bowl along with its celebrated commercials that technically take up more time than actual game-play. Those ads are incredibly lucrative; CBS–which is airing the game this year–is reportedly charging $5 million for 30 seconds of airtime. And what mega-rich multinational corporation wouldn’t jump at the opportunity? No other traditional television platform allows a company the opportunity to present its product to more than a third of Americans in one fell swoop.


Enter Big Pharma with its latest display of benevolence: A cure for “Opioid-Induced Constipation,” or “OIC” as the advertisement so expertly vanilla-labels the malady.


Yes, it’s a widely-known fact that heroin and its legal opioid prescription cousins can cause a pretty rough case of constipation. And, of course, big Pharma couldn’t be happier to provide you with a solution to the problem it’s created. In fact, it shelled out something like 5 mil to advertise said solution during the Big Game.


The ad (embedded here) looks like your typical big-budget pharmaceutical TV production, featuring a handsome lead, and with a pleasant male voice narrating, “If you need an opioid to manage your chronic pain, you may be so constipated it feels like everyone can go except you. You may have ‘Opioid-Induced Constipation,’ or ‘OIC.'”

Pharma Guy's insight:

The ad does not mention the product name, which is Movbantik. But this animated ad does: "Opioid Baggage";  http://bit.ly/opioidpark It features a woman enjoying a day in the park with her Opioid! A screen shot from that ad made into my Gallery of Drug Advertising “Mascots”, which you can find here: http://bit.ly/pmbmascots 

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