I parodied a drug company’s direct-to-consumer advertising on YouTubeBMJ 2014; 348 doi: https://doi.org/10.1136/bmj.g2484 (Published 02 April 2014) Cite this as: BMJ 2014;348:g2484
- Takashi Fujiwara, clinical fellow
- 1Department of Otolaryngology, Head and Neck Surgery, Ehime University, Shitsukawa, Toon City, 791-0295, Ehime, Japan
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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