{"id":5801,"date":"2016-02-10T11:12:00","date_gmt":"2016-02-10T11:12:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/super-bowl-dtc-drug-ads-spark-backlas\/"},"modified":"2019-02-21T01:15:15","modified_gmt":"2019-02-21T01:15:15","slug":"super-bowl-dtc-drug-ads-spark-backlas","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/super-bowl-dtc-drug-ads-spark-backlas\/","title":{"rendered":"Super Bowl DTC Drug Ads Spark Backlash!"},"content":{"rendered":"<p>The backlash against direct-to-consumer (DTC) drug ads during the Super Bowl may not have been as furious as the backlash against Beyonce&#8217;s tribute to Malcolm X, the Black Panthers and Black Lives Matter, but it did involve the White House, which specifically criticized a &#8220;PSA&#8221; about opioid-induced constipation (OIC). The ad was funded by AstraZeneca and Daiichi Sankyo, two companies in a joint venture to market Movantik, a drug that treats OIC.<\/p>\n<div id=\"scoopit-container-4059511660\">\n<a href=\"http:\/\/www.scoop.it\/t\/pharmaguy-s-take-on-drug-industry-news\/p\/4059511660\/2016\/02\/09\/white-house-critical-of-opioid-constipation-drug-advertising\">White House Critical of Opioid Constipation Drug Advertising<\/a><\/div>\n<p>\nThe ad drew criticism from other quarters as well.<\/p>\n<p><a name='more'><\/a>A tweet by comedian and talk show host Bill Maher went viral:<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"https:\/\/1.bp.blogspot.com\/-CbQmECR3C50\/VrsX8VSMEtI\/AAAAAAAAIik\/g_GNMSCYC-o\/s1600\/Maher-anti-OIC-Ad-Tweet.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"156\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/02\/Maher-anti-OIC-Ad-Tweet.jpg\" width=\"320\" \/><\/a><\/div>\n<p>Maher&#8217;s \u201cjunkies\u201d comment got an angry response from at least one patient advocacy group &nbsp;sponsored by AstraZeneca. Paul Gileno, Founder &amp; President of the U.S. Pain Foundation sent me this via email:<\/p>\n<p>\n<i>Bill Maher single-handedly labeled all people with pain as junkies. I take extreme offense to this statement. U.S. Pain Foundation collaborated on this ad with other organizations to spread awareness and information. The goal &#8211; for all involved on this project &#8211; was to make sure people living with OIC do not feel embarrassed or alone.<\/i><\/p>\n<p>Another Astrazeneca-sponsored OIC ad &#8212; also possibly involving the U.S. Pain Foundation or other such astro-turf patient group &#8212; was a Movantik TV Commercial, titled &#8220;Opioid Baggage&#8221; which shows a women enjoying a day in the park with her Opioid pill! Talk about &#8220;not being alone&#8221;!<\/p>\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"http:\/\/www.ispot.tv\/share\/79jG\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n<p>\nMore criticism of the ad emerges:<\/p>\n<div id='scoopit-container-4059657903'><a href='http:\/\/www.scoop.it\/t\/pharmaguy-s-take-on-drug-industry-news\/p\/4059657903\/2016\/02\/12\/az-s-oic-ad-wins-super-bowl-pharma-ad-competition-but-hurts-industry'>AZ&#8217;s OIC Ad Wins Super Bowl #Pharma Ad Competition, But Hurts Industry<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The backlash against direct-to-consumer (DTC) drug ads during the Super Bowl may not have been as furious as the backlash against Beyonce&#8217;s tribute to Malcolm X, the Black Panthers and Black Lives Matter, but it did involve the White House, which specifically criticized a &#8220;PSA&#8221; about opioid-induced constipation (OIC). The ad was funded by AstraZeneca [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12102,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[297,86,298,73,299],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Super Bowl DTC Drug Ads Spark Backlash! - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/super-bowl-dtc-drug-ads-spark-backlas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Super Bowl DTC Drug Ads Spark Backlash! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"The backlash against direct-to-consumer (DTC) drug ads during the Super Bowl may not have been as furious as the backlash against Beyonce&#8217;s tribute to Malcolm X, the Black Panthers and Black Lives Matter, but it did involve the White House, which specifically criticized a &#8220;PSA&#8221; about opioid-induced constipation (OIC). The ad was funded by AstraZeneca [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/super-bowl-dtc-drug-ads-spark-backlas\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-10T11:12:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-21T01:15:15+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/02\/Maher-anti-OIC-Ad-Tweet.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"320\" \/>\n\t<meta property=\"og:image:height\" content=\"156\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/super-bowl-dtc-drug-ads-spark-backlas\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/super-bowl-dtc-drug-ads-spark-backlas\/\",\"name\":\"Super Bowl DTC Drug Ads Spark Backlash! 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