Should sleeping pills be advertised so openly?

Every day you pick up a newspaper or turn on the TV, you cannot avoid seeing ads for a range of drugs including sleeping pills. It seems like the pharmaceutical industry still has money to burn even though we are going through a recession. What's going on? Well, it's all to do with building up and then maintaining the brand. Marketing has become increasingly scientific. Focus groups are brought together and polled on what features for a product are the most important, how much we would pay for it, what we think about this slogan for selling it, and so on. The intention is to design an advertising campaign that will tell us what we most want to know about a product, explain why it's great value for money, and so on, all in the most memorable of prose and, on TV, backed up by the latest music from a top singer or group. That way, when we do fall ill, we can walk in to see our physician and ask for the drug we want by name. Except, we are all likely to forget a product's name. So the marketers endlessly repeat it wherever we go to reinforce brand awareness. Like Pavlov's dog who was taught to react when a bell rang, we are taught to respond with the leading brand name whenever a product type is mentioned.

Is it like this everywhere? Well, no. In the majority of other countries around the world, manufacturers are not allowed to market drugs directly to consumers. All the promotional effort is focussed on the medical profession. The reason is simple. When there is a choice between several drugs as a treatment for a particular condition, only a doctor is able to say which is the best for a particular patient. There are always costs and benefits in every drug and people have different medical histories and needs. There is no one-size fits all treatment for every person. In the US, the FDA has a special division tasked to keep advertising reasonably fair and honest. That's why, when you have a forty second ad on TV, thirty seconds is a voice listing the adverse side effects. The FDA thinks you should know the problems with each drug so you can make an informed decision on which is the best. Except listing all these side effects is bad for business. People are put off. That's what makes the latest round of ads so interesting.

The manufacturers of ambien have been running a new series of ads talking about the problems of insomnia but not mentioning any drug by name. Because no drug is mentioned, there is no need to list side effects. Everything can remain very positive. At the end of the ads, you are referred to www.silenceyourrooster.com where you read all about the drug and are offered a free trial. The question we have to ask is simple. As a nation, we are increasingly dependent on ambien to get us to sleep and keep us sleeping through the night. Is this desirable? Should we rely on a drug to help us sleep or look for a better way of getting a good night's rest? The FDA is right. It's your choice.

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Becoming A Healthy Eater

Being a healthy eater requires you to become both educated and smart about what healthy eating actually is. Being food smart isn't about learning to calculate grams or fat, or is it about studying labels and counting calories. Healthy eating is all about balanced and moderate eating, consisting of healthy meals at least three times per day. Healthy eaters eat many different types of foods, not limiting themselves to one specific food type or food group. Eating healthy requires quite a bit of leeway. You might eat too much or not enough, consume foods that are sometimes more or less nutritious. However, you should always fuel your body and your brain regularly with enough food to keep both your mind and body strong and alert. A healthy eater is a good problem solver. Healthy eaters have learned to take care of themselves and their eating with sound judgement and making wise decisions. Healthy eaters are always aware of what they eat, and know the effect that it will have on their bodies. When someone is unable to take control of their eating, they are also likely to get out of control with other aspects of life as well. They could end up spending too much, talking too much, even going to bed later and later. You should always remember that restricting food in any way is always a bad thing. Healthy eating is a way of life, something that you can do to enhance your body or your lifestyle. If you've thought about making your life better, healthy eating is just the place to start. You'll make life easier for yourself, those around you, and even your family. (word count 278) PPPPP

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