In the past few years, you couldn’t turn on the television without seeing an advertisement for some new kind of drug. Erectile dysfunction, blood pressure, allergies, and restless leg syndrome (yes that is real) are all some of the drugs you may have seen splashed boldly in front of you on the screen. If you have been paying close attention, or just spend hours glued to the television, you may have noticed that drug ads have become less and less frequent throughout 2008. What’s causing this ad-less phenomenon, and is just due to the struggling economy?

Drugs Are Denied More Than Approved

Many drug companies are getting many of their fancy new drugs approved by the FDA and other regulatory bodies, so there’s no point in spending money advertising a drug that no doctor is going to buy and prescribe. If drugs are making it past the rigorous approval process, they are often drugs that target smaller population groups, like a cholesterol drug. There is no sense on spending millions on advertising on a drug that won’t be treating millions of people. According to figures from TNS Media Intelligence, U.S. drug ad spending dropped 6% in the first eight months of 2008, to $3.2 billion. That comes after a 3% dip in the full-year 2007, which had a total of $5.3 billion. Ad spending had generally been upward previously, peaking at $5.4 billion in 2006.

A Change in Media

You may not have realized this, but most of the ad spending done by drug companies is in the form of print ads. I don’t read magazines much anymore but when I did, I would see a ton of different drugs being advertised, varying heavily from magazine to magazine and their target audience. As with so many things, the trend now is headed toward the online world. People want their information in an instant, and web advertising can provide that. While you can easily flip through a magazine and read a drug’s information there, it is so much easier for a consumer to have an ad pop up on their screen, click on it and then read all the information they ever wanted to know about a particular drug. It makes complete sense to funnel money into online advertising (but then again, I encourage everyone to get online, whether it’s for fund raising, communication or shopping). Drug giant AstraZeneca told Dow Jones Newswires that some 20% of its consumer marketing budget was for digital advertising this year, up from around 15% in 2007. 1/5 of a company’s marketing budget going toward making sure online consumers get the drug message? It seems smart to me on the part of the drug companies.

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Where to Go From Here

It may seem like there is no aspect of our country that isn’t an utter mess right now. Big banks are being bailed out, the auto industry is flailing like a car in the river and as we see here, the health care industry is rapidly falling ill to this economic virus. Is there any hope? I feel that there is. We have a new President with new ways of thinking around how health care and insurance should be offered, and while I don’t hang my hat on things changing immensely and immediately after the old administration departs, I do think they are on course to change for the better. How much worse can it get? The road to change has to be one we travel.

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Health care providers have to have seen this coming. It’s not like we woke up one morning and saw “Hey, the country’s in a recession.” The economic downturn was gradual and glaringly obvious, and people and organizations everywhere did their best to make preparations. However, many states throughout the United States are preparing to make drastic and unprecedented cuts in health care funds, and this couldn’t be coming at a worse time for consumers. The unemployment rate in December was 7.2%, which was up from November’s 6.8%. There doesn’t seem to be a light at the end of the tunnel any time soon (you can’t help but feel bad for the complete mess that Barack Obama is inheriting) and it is important to know how these health care cuts might affect you and your family.

Health Services for Poor First to Go

Obama has been promising since the inception of his campaign that he wanted to extend health care coverage to include more affordable and widely available health insurance to those in lower income brackets. Now, before he has even been sworn in as the next President of the United States, states are already tossing programs like these out the window. Many states have been gung-ho in the fight to expand their coverage for the working poor, but with the state of the economy the way it is, these once hopeful programs are getting the boot. And the working poor are now becoming more steadily just the “poor,” as jobs continued to get slashed across industries.

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Bankruptcy is no picnic. Having to legally declare yourself officially broke in hopes of someday cleaning your slate and getting back on your feet isn’t easy for anyone, and there are always countless contributing, individual factors as to why someone finds themselves whispering “bankrupt.” For those who gamble away their savings, lose their homes and drink away the last of their pennies, they are left to lie in a bed of their own making. However, President Elect Obama is proposing a dramatic change in some legislature which would help those people and families who had to file bankruptcy because of medical bills. What does this mean for the average American and is it really as good as it seems?

A Bankruptcy Reprieve

If you were to take a peek at Obama’s economic agenda, you’d see this listed in a bullet point: “Obama and Biden will create an exemption in bankruptcy law for individuals who can prove they filed for bankruptcy because of medical expenses. This exemption will create a process that forgives the debt and lets the individuals get back on their feet.” Taken from the horse’s mouth, or as close to that as we can get before Obama takes office, this seems like a dream scenario. If you are someone who has had to give up everything to spend down to the last penny on medical expenses for your loved one (partially covered by your health insurance or not), this may seem like the savings grace you have been dreaming of. But are all people in this scenario: virtuous, thrifty spenders who have only gone into such horrendous debt due to medical bills?

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