Should you really trust Bayer for contraception advice?
July 27th, 2010 by Jennifer Walker-Journey
You could call it a public relations maneuver — Bayer Healthcare’s new website encouraging women to come to them with questions and advice about contraception instead of relying on biased bloggers or the Internet. The unbranded video features blindfolded women handling a rhino and trying to guess what it is. Awkward? Maybe. At the very least, BayerforWomen.com has captured the attention of Medical Marketing & Media. But, what makes Bayer a reliable source for women?
Sure, the pharmaceutical company sells the top selling birth control pills in the nation – Yaz and Yasmin. The pills have earned the company a reported $1.5 billion in 2009 alone. Both Yaz and Yasmin contain drospirenone, a diuretic, which no other brand of oral contraceptive has. This special formulation, Bayer says, makes the pills an effective treatment for premenstrual dysphoric disorder (PMDD) and moderate acne. The company launched an advertising campaign for Yaz in 2007 and 2008 that resulted in skyrocketing sales.
It wasn’t long before the Food and Drug Administration (FDA) found those ads to be misleading. The agency accused Bayer of exaggerating the pills’ benefits and camouflaging the risks behind busy graphics. In February 2009, Bayer agreed to spend $20 million to run a series of corrective ads. They also agreed to submit future ads for the pills to the FDA for approval. But the damage had already been done. Thousands of women began suffering from blood clots, heart attacks and strokes, and soon after began filing lawsuits against Bayer saying they were not adequately warned of the risks.
Now, Bayer wants to assure us that they are a trusted source for women with questions about their contraception. I think I’ll leave the medical advice to my physician instead.