Drug Marketers Try a Lie That Doesn't Work

Accourdiing to Seth Godin ("All Marketers Are Liars") we don't care about the technology.. just the story.

As we see in this example, just telling a story isn't enough.. it really can't be a lie (fraud), it has to be an authentic lie (story)

The map is NOT the territory.. but the drug companies haven't learned that they don't get to control the story.

Direct-To-Consumer Advertising Takes Direct Hit From FDA - Yahoo! News: "'People don't see the new technology behind the pill,' he said. 'All they see is what's on TV. If that creates a bad image, it hurts the industry.'

A bad image is exactly what many drug ads have created, says Bruce Vanden Bergh, professor of advertising at Michigan State University. In an effort to build business, too many ads raise consumer anxiety.

'Some ads create the ailments they purport to cure,' Vanden Bergh said. 'This is what advertisers do when they're heavily regulated. They can't make specific verifiable claims, so they make their messages ambiguous."