Extra-Strength Tylenol Capsules

Tylenol is a well-recognized brand and has established its trust and credibility with many of their customers. The Tylenol PM ad applies the three rhetorical appeals of logos, ethos, and pathos through its imagery and text. The advertisement appeals to ethos through its credibility as Tylenol is a well-known painkiller brand. Their slogan, “For what matters most,” assures their mission is to offer pain relief for its users and further induces trust in the audience.

Over the past two decades, pharmaceutical companies have quietly invaded American’s homes by introducing new miracle drugs such as OxyContin into their daily lives. Purdue Pharmaceuticals introduced OxyContin saying it was a miracle cure for pain that would last twelve hours. However, “even when doctors began reporting that patients were complaining

With access to prescription drugs, people are able to treat a multitude of diseases and illnesses. These drugs help deal with pain, inability to sleep, depression, and much more. Every day we are increasingly living in a world where there is better living through chemicals. However, what most do not seem to see is the rising tide of pain, illness, and ultimately death being caused by the pills people take every day. Most keep drugs in a special place in their minds, where they see them as harmless. Sadly, this is not the case, and in some cases our prescription drugs can be just as harmful as illegal drugs (King 68).

The competitors of our product would be Tylenol. The product was developed by McNeil Laboratories. The major ingredient in their medication is acetaminophen. The company was bought by Johnson & Johnson in 1959. They began advertising to many health professionals. They are a company that has many different brands of drugs that serve children up to adults. Their product is said to work by being able to elevate the body’s overall pain threshold so that an individual who takes this medication will feel less pain.

In order to discuss this case, it is also important to know about McNeil Consumer Healthcare, the subsidiary of Johnson & Johnson and the producers of famous medicine "Tylenol". Tylenol was their best selling product; it was very much trusted by their consumers and they also earned huge profits from its sales in United States.

Industrial wood alcohols, which never intended for human consumption, began finding its way into the American palate. Necessary for products such as shaving cream, anti-freeze, and mouthwash toxic wood alcohol was poisons. Leaving many of those who consumed the resulting product would find themselves in hospitals with alcohol poisoning, many near death. Officials would declare, “Drinking these produces are paramount to self suicide.” Doing nothing claiming that no one should have drunken these products in the first place.

When J&J realized that their Tylenol capsules caused the deaths of four Chicagoans, they immediately initiated a recall of all Tylenol products, and spread the news by any means possible. Cars with sirens and loudspeakers drove through the city and suburbs of Chicago, urging residents to throw away any Tylenol capsules they might have. Schools were contacted, and they instructed students to bring all Tylenol products to the school nurse. News flashes were initiated to warn people of the Tylenol danger as well, and all stores were instructed to remove Tylenol products from their shelves. Removing the products was a gutsy move, not only because it was dangerous to the company by recalling so much products, but there was also a fear that the killer

The film that I am reviewing, title “The Poisoner’s Handbook,” is based on Deborah Blums best-selling book, of the same title, which reflects on the most notorious cases between the years of 1918 and 1959 that were handled by Charles Norris, the chief medical examiner for New York City, also known and described by his peers as “the father of forensic toxicology in America,” and Alexander Oscar Gettler, toxicologist with the Office of Chief Medical Examiner of the City of New York, such as the fatal radium poisoning of the factory workers who contracted radiation poisoning from painting watch dials with self-luminous paint at the Orange, New Jersey watch factory around the year 1917 and other cases that involve dangerous poisons, like arsenic, methanol, lead, carbon monoxide, denatured alcohol, radium and thallium. Their renowned work led to tougher regulations by the government and the creation of the Food and Drug Administration. The film depicts how the average American’s medicine cabinet, in the early 1900s, was a treasure chest of dangerous poisons that could make you ill, put you in a coma, and even kill you. These poisons were readily found in health tonics, depilatory creams, teething medicine, and cleaning supplies.

This happened on two occasions, the first in 1982 and the second in 1986. These episodes could have been devastating to the McNeil company by drastic decrease in consumption of the Tylenol products. The McNeil company rallied to the situation to counter this possible decrease in consumption. According to "Laurels: The National Business Hall of Fame", Tylenol's share in the one billion dollar analgesic market commanded thirty-five percent of the market before the 1982 incident. At the time of these episodes, consumer trust was damaged and market share decreased to seven percent. By February 1983, Tylenol had regained a twenty-four percent share of the market(Diary of an Amazing Comeback). In the 1990's, Tylenol again reached its thirty-five percent of the market which at this time accounted for a two billion dollar market(Laurels: The National Business Hall of Fame, Fortune). By regaining their share of the market, this demonstrated that the consumers had faith in the McNeil company's ability to produce safe and trustworthy products, i.e. Tylenol, for their comfort and happiness.

Tylenol, an over the counter prescription product from Johnson & Johnson, was one of the top brands in the analgesic market. Within the company, it was also a large income earner that commanded nearly 15% of the company’s total profits. That being the case, the 1982 crisis was not only a big blow to the brand, but also to the company as a whole. The crisis jeopardized the company’s existence; putting at risk a multi million investment which the investors had a lot of faith in. Irrespective of whether the crisis was due to malicious acts from ill motivated criminals or not, the company had to act swiftly to counter the legal issues which were ensuing and mitigate huge impending losses. It was really a trying moment for the top management of Johnson & Johnson and more so to the CEO, James Burke, who faced the toughest test of his managerial career during this time. Though the crisis was amicably solved, there were some legal issues that were imminent and some valuable lessons learnt from the episode.

The problematic issue for Bristol-Myers was to position its new aspirin drug to the potential customers and decide a good price which can not only make it acceptable by the customers, but also give a fair profit to the company. In other words, the company had to formulate an effective marketing and promotional strategy for its new drug, Datril. The company was not merely willing to establish its new brand in the analgesic market; the main issue was to establish this new brand in the presence of a strong competitor, Tylenol.

he Tylenol crisis is far away from comparing with the Vioxx. In the case of Tylenol, the Johnson & Johnson Company was the victim of an unfair attack that targets its consumers in order to sabotage the company reputation. That is why the organization undertook many approaches to handle the situation in an open communication in effort to explain to the public what happened and regain the consumer’s trust. By contrast, in the Vioxx scenario, the company was the instigator of the fraud. They use manipulation and lies in order to make money regardless of people’s lives. Unlike the Johnson & Johnson Company, the Vioxx tried to hide information and force pharmacies and physicians to prescribe and sell the dangerous product. After I read the article,

In 1982, Johnson & Johnson (J&J) faced a major crisis that had the potential to send the company into financial ruin. Tylenol, the country’s most successful over-the-counter product, with over one hundred million users, was under attack.

Pharmed First Inc. is a widely successful chain pharmaceutical company with 85 drugstores located in Canada’s Atlantic provinces. George Brenner is one of the 6 regional managers and Angela MacFee is a store manager in a mall located in Dartmouth. One of MacFee’s loyal customers have purchased 9 packages of Diet Magic on September 2011 however wanted to return them on May 2012. Subsequently, MacFee reacted hastily and defensively, arguing with Johnston in spite of Pharmed First Inc. return policy (Figure 1). As a result, Johnston wrote a letter to Frank Chen, the president of Pharmed First Inc. and told Brenner to deal with it. He proposed that the company gives Johnston a $500 voucher and that MacFee apologizes. However, MacFee remained inflexible as she also challenged Brenner’s authority.

Lynn A. Morrison was medical sales representative at pharmaceutical company B. Braun for almost 10 years when suddenly she was fired on April 2, 2007. Morrison was promoting pain control medication in Michigan’s hospitals. In her decade practice she repeatedly was prompted by the company to promote off-labeled usage of the products. She reported several times to her supervisor that she wouldn’t follow their lead and get involved into unlawful marketing campaigns. The first time she acknowledged her discomfort with off-label promotion to her supervisor in January 2000. Later on, in November 2000 she got a warning for her objections on the training by the regional manager. In the next six years, Morrison occasionally faced the off-label promotion motivations but wasn’t overwhelmed by them. Until the situation in the early 2006 when Morrison refused to adjust the pricing for one of the clients and reported situation to Compliance Department. After that incident, Morrison got few complaints from the customers about