Never under any circumstances take a sleeping pill and a laxative on the same night. -Dave Barry
A pet peeve is something we find annoying. Below is one of mine.
I recently watched a TV show and found myself disturbed by the overwhelming number of pharmaceutical commercials marketing various drugs. I think the commercials had more air time than the show I was watching! These ads covered everything from skin products to cancer treatments. What struck me most was the jarring contrast between the portrayal of seemingly healthy seniors and younger individuals engaging in joyful activities like dancing and socializing, juxtaposed with serious health issues. Adding to the confusion, the long list of side effects often sounded more alarming—even life-threatening—than the conditions the drugs were meant to treat.
I don’t think I’m alone with my feelings. Many older adults find themselves increasingly frustrated by pharmaceutical ads on TV, which often seem to act as unwelcome reminders of aging, frailty, and mortality. This emotional response underscores the complexity of growing older in a society that often emphasizes youth, leaving many to navigate feelings of both frustration and resignation.
Examples of pharmaceutical companies targeting older adults include Pfizer, Merck, Johnson & Johnson, AbbVie, Eli Lilly, and Bristol-Myers Squibb. These companies often use advertising strategies that emphasize managing chronic conditions like arthritis, diabetes, mental health problems, and cardiovascular diseases. These ads are strategically placed during television programs and times that older audiences are likely to watch, ensuring maximum reach and resonance with their intended audience.
Examples of serious side effects that make older adults fearful of taking these medications include an increased risk of stroke or heart attack (as seen with certain anti-inflammatory drugs), severe bleeding (linked to blood thinners), cognitive impairment or confusion (sometimes associated with sedatives or anticholinergics), and the potential for dependency or addiction (with opioid painkillers). We even hear may “increase risk of suicide or death!” These risks, often highlighted in advertisements, can lead to apprehension among older adults who are already navigating multiple health challenges.
I feel sorry for youth who are exposed and bombarded with glaring messages about significant or serious health issues, taking drugs to stay alive, or the constant reminder of their parents declining health – something they will also have to face as they age.
So what can big pharma do to help us with our frustrations and feelings?
Pharmaceutical companies could include disclaimers that emphasize preventative healthcare measures alongside their product information. For example, they could highlight the importance of regular exercise, a balanced diet, stress management, and routine health check-ups as part of a holistic approach to wellness. Such disclaimers could frame their products as one component of a broader strategy for maintaining health, thereby shifting the focus away from fear and toward proactive, positive actions individuals can take to enhance their quality of life. Pharmaceutical companies could take several steps to address this issue and help alleviate the frustration many older adults feel.
They could also focus on creating advertisements that emphasize empowerment, resilience, and the positive aspects of managing health conditions rather than highlighting decline. Diverse, authentic representations of older adults leading fulfilling lives—despite health challenges—can foster hope and relatability.
Companies might reduce the clinical tone of side effect disclaimers, presenting them in a less fear-inducing manner while remaining transparent, as well as not racing through all the negativity associated with a particular drug. Partnering with older adults to shape advertising narratives and ensure sensitivity to their perspectives could also make a significant difference.
We all want to be educated about what medications are available for optimum health care. However, the real audience needs to be doctors and medical caregivers who know the research and can give advice based on each persons individual needs, medical history and how best to incorporate preventative measures. Unfortunately, pharmaceutical companies, with their marketing strategies, do not emphasize this extremely important issue. What I notice with most commercials is the statement at the end, “talk to your doctors about this medication.” It would be helpful to us to have doctors from well-known institutes (Stanford, Harvard, Cleveland Clinic, Mayo, etc) giving the disclaimers and recommendations instead of the pharmaceutical representative.
We owe a great debt to our pharmaceutical companies, which have helped save millions of lives. Covid-vaccines are a great example. I am not against their value or purpose, but believe marketing strategies fall short in presenting a more realistic, sensitive, holistic representation of what older adults need for prevention and maintenance.
So what I usually do now while watching TV is either totally ignore the pharma commercial or complain to anyone sitting near me about the side effects. I’d rather listen to an ad relevant to my health issues, while hoping my doctor doesn’t simply flip a coin to decide risks or benefits.
EXERCISE
Pharmaceutic ads are one of my pet peeves. How do you feel about those ads? What is something that bothers you about drugs being marketed to older adults?
Remember, don’t act your age!