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It’s something I’ve heard countless times from patients with fibromyalgia. They’re telling a friend or family member about their condition and the response is, “But you don’t look sick” or “But you look so well.” Sometimes, the reaction is more of an eye roll or some other response that reflects skepticism that the problem is even “real.”
Those are issues addressed head-on in a TV ad for Lyrica (pregabalin), a treatment for fibromyalgia. “To most people, I look like most people,” a woman says. “But on the inside I feel chronic, widespread pain.” After clarifying that the pain is real, this direct-to-consumer drug advertisement moves on to say one of the current theories about the origin of pain in fibromyalgia is that it’s “thought to be caused by overactive nerves.”
The mood of the ad is somber at first. Sad music serves as backdrop to a woman who is clearly suffering as a man — perhaps her husband? — plays in the park with two adorable kids. That all changes when she talks about taking Lyrica. Then the music soars and the voiceover tells us that “Lyrica is believed to calm these nerves.” The now-smiling woman looks into the camera and pronounces, “I’m glad my doctor prescribed Lyrica.” The scene brightens and she’s smiling as she goes about setting up for a neighborhood block party. The voiceover informs us that, “For some, Lyrica delivers effective relief for fibromyalgia pain and improves function.”
Then comes the litany of side effects that might accompany treatment. More on those shortly.
The ad gets a number of things right, including:
Some important information is missing from this ad, including:
The list of side effects in this commercial is so long that many (or perhaps most) viewers will tune out. While common side effects include dizziness, sleepiness, weight gain, or swelling of the extremities, “severe allergic reactions” and “suicidal thoughts or actions” are the first ones mentioned. These risks are listed against a visually interesting and wonderfully distracting backdrop — in this ad, it’s giant bubbles and puppies. Yes, bubbles and puppies! Maybe providing a distraction from the list of things that could go wrong if you take Lyrica is not a coincidence. In fact, most drug ads do this.
Ads for drugs are not meant to be thorough or balanced. Their intent is to increase sales of their drug. Drug makers often talk about the importance of these ads to educate the public about treatment options. But the obvious (and understandable) bias toward the drug being advertised — Lyrica, in this case — makes the quality of the education suspect. That’s why I’m opposed to direct advertising to consumers for medications and medical procedures, and that’s probably a reason most countries don’t allow it.
Yes, fibromyalgia is a real and troublesome condition that’s invisible to others. But medication treatment, such as Lyrica, is only one part of standard treatment. And it’s not always effective. Want more complete and balanced information about fibromyalgia? Talk to your doctor or consult unbiased sources that aren’t trying to sell you anything. A pharmaceutical advertisement may not be your best bet.
The post Harvard Health Ad Watch: A fibromyalgia treatment (“But you look so good!”) appeared first on Harvard Health Blog.