Drug Ad Bingo Card by zu88R1Kt

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									UCSF Marketing of Medicines Course             Principal Investigator: Lisa Bero, PhD


                             Drug Ad Bingo Card




                     Brand name
   Subliminal                           Hidden risk          Disease
                   much larger than                                           No data
 sexual images                          information        “education”
                    generic name




                                         Insufficient
    False or       No comparisons                                          No mention of a
                                       information to     Fighting words
misleading claim       group                                                   drug
                                        interpret data




                                                           Down-plays
                      Appeal to        Fine print too                        Appeal to
Cutesy character                                            black box
                      authority        small to read                         celebrity
                                                             warning



                                                           Red Herring
                     Medicalizes        Uses generic
 Reference to                                              (factual, but   Overly dramatic
                      common              name of
 “data on file”                                              irrelevant     visual images
                     experience          competitor
                                                           information)



                                         Use of “p-
                                      values” to mask     Promotes self-    Inappropriate
Occult sponsor      Appeal to fear
                                      marginal clinical     diagnosis        comparison
                                        significance


Steven R. Brown, M.D. Banner Good Samaritan Family Medicine Residency, Phoenix
AZ, created this exercise. With his permission, we have adapted it slightly.

								
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