The drug had been taken by 84 mn people worldwide since its introduction and at the time of its recall 2 mn people were using it. These include the competitiveness of very high magnitude that existed in the pharmaceutical industry in the s and the dilemma that Merck faced as a result of a number of its patents that were due to expire. DTC advertising could also adversely affect the relationship between the doctor and the patient Beauchamp et al, Public health is too important to be left the whims of the pharmaceutical industry to manipulate as they have been doing over the years with their unrestrained budgets on DTC. Direct-to Consumer Advertising Direct-to-consumer advertising of pharmaceutical drugs which involves direct promotion of prescription drugs to patients and physicians has continued to generate a lot of controversies with regard to its impact on the public health and on the relationships that exist between doctors and their patients.
Retrieved May 22, , from https: BECG click on the button below, and select the case from the list of available cases: That is why physicians and researchers should be made to disclose their pecuniary interest in any pharmaceutical company and in its drugs. This was the case particularly in the aggressive 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. This case study was compiled from published sources, and is intended to be used as a basis for class discussion. Home Essays Case Study:
Many lives were exposed to the risks of heart attack and strokes when the warning signs were staring them in the face. These include the competitiveness of very high magnitude that existed in the pharmaceutical industry in the s and the dilemma that Merck mercm as a result of a number of its patents that were due to expire.
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, 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.
The revall that the knowledge gap would exist is very high especially among the less privileged members of the society.
The belief through trials in Merck was that while Vioxx provides guarantee against stomach damage, there is no increased risk to the heart. Merck, looking for ways to entrench its market leadership threatened by impending loss of patent, relied heavily on Vioxx rfcall capture the painkiller drug market with which it hoped to shore up its profile and revenue.
Case Study: Merck & Company: the Vioxx Recall
This case obviously calls for more and stricter regulations by strengthening the operations of FDA. Wholeheartedly, any legislation by the U. The antagonists argue further that the huge amount of money that pharmaceutical companies expend on DTC advertising could make prescription drugs more expensive to the consumers.
It is hard to imagine that decision makers at all levels in Merck would ignore the disturbing information provided by their own VIGOR study. The relaxation of the rule governing the direct-to-consumer DTC advertising in by the U. The drug had been taken by 84 mn people worldwide since its introduction and at the time of its recall 2 mn people were using it.
Case Study: Merck & Company: the Vioxx Recall | Free Essays –
DTC creates knowledge gap between the consumer and the marketer when the consumer cannot properly evaluate the information being received.
Related Essays Pharmaceutical Industry and E. This gap is therefore open to manipulation to the ,erck of the marketer.
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. 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 Ethical Considerations Clearly, the objective to regain and maintain leadership position in the pharmaceutical industry was paramount to Merck than getting a safe product to the market.
The relaxed rule led to widespread use of television to advertise prescription drugs with commensurate big spending by the drug companies Beauchamp et al, We will write a custom essay sample on Case Study: Want to get a price estimate for your Essay?
Retrieved May 22,from https: Chat with us Please leave your feedback. Merck Ag Pharmaceutical Industry and E. Upper Saddle River, NJ: Wayne Ray, Epidemiologist, Vanderbilt University.
The outcome was that even though Vioxx patients showed less stomach damage, there vioxxx more blood clot problems than drugs in the naproxen group with five times higher risk of heart attack. Home Essays Case Study: Public health is too important to be left the whims of the pharmaceutical industry to manipulate as they have been doing over the years with their unrestrained budgets on DTC.
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 cass market seem to becloud their sense of judgments. Congress to ban direct-to-consumer DTC is supported by this author. It appears that the arguments against direct-to-consumer far outweigh arguments for. No direct-to-consumer drug ads: 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.