Consumer Reports Has Reservations About Sally
Field’s Boniva Commercial
CR’ Ad Watch takes a look at commercial for this drug
to treat osteoperosis
April
29, 2009 – The Consumer Reports’ Ad Watch headline reads, “Sally Field
and Boniva: Great spokeswoman, misleading ad.” This sixth video
commentary on Ad Watch targets, again, targets direct-to-consumer
advertising by drug companies, saying, “it doesn’t always give consumers
the information they need to make smart health decisions.”
In this installment, Consumer Reports examines the
commercial for
Boniva (ibandronate), a drug for
osteoporosis.
“The ad features beloved actress
Sally Field,” says CR, “who looks refreshingly younger than her
actual age.”
“Sally’s psyched about Boniva and its
super-convenient dosing schedule: You can take it just once a month,
compared to once a week—or even daily—for most other drugs in its class,
called bisphosphonates. So you have more time to do fun stuff, like play
with your grandkids, and ostensibly stronger bones to do it with.
CR notes, “In 2007 alone, drug companies spent
$5,375,117,382 on advertising. Yes, that's $5.375 billion dollars.”
Jamie Kopf Hirsh, associate editor, writes on the
CR Health Blog, “This is the first commercial we’ve analyzed that has a
famous spokesperson, and it adds a whole new layer to the analysis.”
The consumer publication also says, “We have a few
things to say about Boniva’s 800 number for consumers interested in a
free trial. Our medical advisers say that, while free trials may sound
like a great deal, they tend to get consumers started on a drug that
they're likely to stick with, even when they have the option of
switching to a cheaper version that's just as effective.”
To watch this video report, read the blog and find
links to the other Ad Watch reports,
click here.
Keep up with the latest news for senior citizens, baby
boomers
April
29, 2009 – The Consumer Reports’ Ad Watch headline reads, “Sally Field
and Boniva: Great spokeswoman, misleading ad.” This sixth video
commentary on Ad Watch targets, again, targets direct-to-consumer
advertising by drug companies, saying, “it doesn’t always give consumers
the information they need to make smart health decisions.”