Escape Fire: The Pharmaceutical Industry

Escape Fire: The Fight To Rescue American Healthcare by Matthew Heineman and Susan Froemke addressed many issues seen in the American Healthcare system that have gone uncorrected for years. The importance of primary care physicians was noted and this view continued to make more and more sense as the film went on. The lifestyle choices that Americans are and have been making do not promote wellness and actually make the jobs of primary care physicians much more difficult. Also discussed in the film, was the severe issue of the overuse of narcotics in the military. The thought that alternative therapies can actually make a significant difference in people’s lives is to most people something that sounds completely insane. But, these therapies have been working for those that need them most. What truly impacted me during the film was how interconnected all of our problems in the American healthcare system are. The fixes seem to be possible and not as difficult as some would have others believe. After seeing this film I feel that I have gained a new respect and understanding of the system that I will be a part of in the not too distant future.

The pharmaceutical industry is powerful and large. Their influence is heavily felt by a populace that is under constant attack from threats to their health. The purpose of this essay is to investigate the controversial issue revolving around the role of pharmaceutical sales representatives and their relationship to the overall well-being of the customers they seek to persuade. I will examine this issue by discussing reported facts about these representatives behavior and how they fit in the larger picture of health and medicine in general.

The movie fire escape emphasizes that America has the most expensive health care system in the world but is not one of the best in regards to healthcare outcomes and life expectancy. It spends more than what the whole world all together spends on pharmaceutical industry. 75% of the 2.7 trillion dollars were spent on treating preventable diseases which indicate that US health care is more focused towards disease management than prevention. The movie makes a point that there are frequent readmissions and 80% of health care budget goes towards these 20% patients who are frequently readmitted to the hospital due to an existing chronic condition. Health care professionals are paid on the basis of number of procedures carried out on the patient rather than their health outcome. So the focus is not on curing the disease by eliminating the risk factors but merely managing the disease and looking for quick fixes. That is how patients want it too. They want to be cured right away with a pill or surgery but are not really interested in learning the long term solutions and preventative measures.

Ads for pharmaceutical drugs are everywhere. They are in magazines, on television and radio, on billboards, and on the little bags that you get from the pharmacist. These days it is difficult to get away from all the drug advertising. All these ads are for products that require a doctor's prescription. The goal of advertising is to increase profits. By advertising so heavily for drugs that the majority of the population does not need, pharmaceutical companies attempt to create as large a consumer base as they can. In advertising directly to the consumer, the drug companies accomplish two objectives. First, they get information directly to the consumer. Second, they promote the product and

"In the past two decades or so, health care has been commercialized as never before, and professionalism in medicine seems to be giving way to entrepreneurialism," commented Arnold S. Relman, professor of medicine and social medicine at Harvard Medical School (Wekesser 66). This statement may have a great deal of bearing on reality. The tangled knot of insurers, physicians, drug companies, and hospitals that we call our health system are not as unselfish and focused on the patients' needs as people would like to think. Pharmaceutical companies are particularly ruthless, many of them spending millions of dollars per year to convince doctors to prescribe their drugs and to convince consumers that their specific brand of drug is needed in

If you have ever watched TV in America you are aware of “direct-to consumer" (DTC) advertising for prescription drugs. These are ads provided by drug companies in the intent to educate the general public on the benefits of their product. They often feature celebrities or catchy cartoons with very healthy satisfied patients. This type of advertising of prescription drugs is unique to the United States. It was one of only two countries that allows DTC advertising. New Zealand is the only other developed nation that does. If the intent is to educate the prospective consumers about their product then why do only two countries utilize the technique (“For Consumers”)?

Annually, the US spends $300 billion dollars on pharmaceutical drugs. This is due to the over-diagnosing of certain conditions. Everyday, Americans are exposed to an enormous amount of advertisements for medications of all kinds. For example, 1 in 10 Americans are taking

Most countries don't allow drug companies to advertise directly to patients. In the United States, however, direct-to-consumer (DTC) advertising of prescription drugs is completely legal. The article "Should prescription drugs be advertised directly to consumers?" questions the validity of this decision and provides several different examples of the advantages and disadvantages of DTC prescription drug ads. There are both positives and negatives associated with the advertising of prescription drugs.

Market failure appears when there is a failure in allocation of goods and services. When the market is unsuccessful, the government is called to intervene and correct the failure. Over the years, government participation in the pharmaceutical market has been more wide-ranging than any other good or service. With the government’s ability to regulate, mandate, inform, finance and provide, their intervention to overcome market failure can be beneficial for the economy. Market failure plays a significant role in today’s economy.

The movie Escape Fire clearly states the facts that currently affect the healthcare system in the U.S. and proposes solutions that are at our reach as individuals, as a community and as a country. We are a country that sets the tone for almost everything that is popular in the world and something as necessary to our livelihood as healthcare is, we certainly are not on top of how to set that tone in that aspect that should be as popular as the air we breathe. We have the ability to change the game as it is suggested in the movie, and persuade the behavior changes necessary for all Americans to make in order to control the management of diseases culture that we are currently in and turn it into a

The Pharmaceutical industry has been in the spotlight for decades due to the fact that they have a reputation for being unethical in its marketing strategies. In The Washington Post Shannon Brownlee (2008) states, “We try never to forget that medicine is for the people. It is not for the profits. The profits follow.” This honorable statement is completely lost in today’s world of pharmaceutical marketing tactics. These tactics are often deceptive and biased. Big Pharma consistently forgets their moral purpose and focuses primarily on the almighty dollar. Big Pharma is working on restoring their reputation by reforming their ethical code of conduct.

In the United States, a drug can only be advertised legally after being approved by the Food and Drug Administration (FDA). Once attaining at least one FDA-approved use, physicians can prescribe a drug for other unapproved uses, based on their clinical judgment; this is referred to as “off-label use” (McCambridge, 2008). In general, marketing drugs for off-label uses is illegal; however, pharmaceutical companies have gone to various lengths within their legal rights to accomplish exactly that.

Porter’s Five Competitive Forces Analysis is a framework developed by Michael E. Porter of Harvard Business School for study of industry analysis by analyzing five competitive forces which define industry and its business strategy. These five competitive forces determine the competitive advantages, disadvantages and attractiveness or profitability of industry.

Yes, there is an impact on the pharmaceutical company, like those in the US as a result of differential prices between that country and other nations.

Pharmaceutical companies should attempt to be as transparent as possible when marketing prescription drugs to the public. Their marketing efforts should not only convey the benefits of the prescription drug, but also easily convey the possible risks associated with the prescription drugs. Many patients may tend to think the benefits outweigh the potential risks of prescription drugs and may pressure their physician to prescribe it. Due to the way the prescription drug is marketed, the consumer may believe the