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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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