Feature Medicine and the Media

I parodied a drug company’s direct-to-consumer advertising on YouTube

BMJ 2014; 348 doi: https://doi.org/10.1136/bmj.g2484 (Published 02 April 2014) Cite this as: BMJ 2014;348:g2484
  1. Takashi Fujiwara, clinical fellow
  1. 1Department of Otolaryngology, Head and Neck Surgery, Ehime University, Shitsukawa, Toon City, 791-0295, Ehime, Japan
  1. t.fujiwarabi{at}gmail.com

A Japanese company has been marketing an intravenous neuraminidase inhibitor direct to consumers through a television commercial and its website. But such use in low risk patients should not be encouraged, says Takashi Fujiwara, who decided to create his own YouTube infomercial

The Japanese drug company Shionogi markets an intravenous neuraminidase inhibitor called peramivir. On 14 December 2013, Shionogi started a campaign to promote the “early treatment of influenza virus infection” using television commercials and web content.1 In the television commercial, Naoki Ogi, a famous professor of education, and three women with children talk about infection with influenza virus. This television commercial emphasises the importance of early treatment and the superiority of an intravenous anti-influenza agent over oral or inhaled drugs.

The commercial directs viewers to the company’s …

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