Why You Treat Me Like a Dog?: Hi, I'm Digger, the dermatophyte.

Tuesday, May 30, 2006

Hi, I'm Digger, the dermatophyte.

"Remember me? Hello, I'm Digger, the dermatophyte, your naaaaiiiil infection." That's how the ad for Lamisil, a drug to treat a fungal infection of the toes begins. As a physician, I must say that I find most direct to consumer drug ads entertaining at best, possibly informative but generally useless. Worldwide, only the United States and New Zealand allow drug companies to advertise directly. The ads are more or less effective, otherwise the drug companies wouldn't spend the billions they cost. Most patients can now name at least two cholesterol medications, whether they have high cholesterol or not. I've had patients come in asking me for "the purple pill," when a little Tums or Mylanta would do the trick. Ah, Allegra! Live Claritin clear! No one has ever asked me for Valtrex to suppress their genital herpes, yet. Many, many patients have asked for Viagra, Cialis or Levitra for their E.D. (erectile dysfunction), which by the way is the medical term favored by Pfizer to make it easier for men with impotence to ask for Viagra. Either that's an effective ad technique or patients with heart disease have a lot of problems with impotence (they actually do) and that's why so many of them ask for the E.D. drugs. By the way, no one has ever complained about "erections lasting longer than four hours, a rare and serious side effect."

Lately, there's been a new line of ads for Mucinex, a cough medicine, where Mr. and Mrs. Mucus set up house in your airways:

Yuck. I don't like mucus (Mister or Missus). Then of course there are the old Raid ads where they show the bugs croaking.

But then I can't really complain about the drug companies when it has to do with Raid, and this post is about direct to consumer drug ads, so please forgive the digression.

To make a long story short, and all seriousness aside, I think Digger is the coolest. I love the way he flips up the nail like he's popping the hood on a car (that would kill!) and jumps into the nailbed where he and his friends scratch around like a kitty in a litterbox. Lamisil comes around, and, then they die! Not just "pass on," or even "buy the farm." They keel over, look really kind of ill, turn greener and then croak! Poof they disappear! And remember, Lamisil isn't for people with liver and kidney problems. No duh, its for people with nail infections!!! Ask your doctor!

By the way, stay tuned for full-length cartoons coming this summer!

- posted by wanderer @ 9:44 PM

Comments:

Oh this is so funny, because I thought I was the only one noticing the ridiculousness of using these characters in their ads. You also forgot the one for Anti-Depressant, maybe it's for Zoloft. That one seems like they are targeting a child, not an adult who needs some intervention.

What does it say about their target audience that so many ad agencies are going in this direction?

# posted by

... Is the Window to Our Soul : 5/31/2006 9:24 AM

Appreciate your blog,mental health consumers are the least capable of self advocacy,my doctors made me take zyprexa for 4 years which was ineffective for my symptoms.I now have a victims support page against Eli Lilly for it's Zyprexa product causing my diabetes.--Daniel Haszard www.zyprexa-victims.com

# posted by

Anonymous : 5/31/2006 1:12 PM

my favorite part of these ads is when they start naming all of the possible side effects. By the time they get done naming them, you have to wonder why anyone would request any of these drugs.

# posted by

cruisin-mom : 6/03/2006 11:10 PM

I hate the mucous ones. They always seem to come on when I'm trying to eat something.

# posted by

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