Novus Medical Detox Comments on Emerging Big Pharma Marketing Trend—Study Says Pharmaceutical Companies Attempt to Sway Consumers with “Brand Personality” Marketing

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As pharmaceutical companies undertake new strategies designed to entice consumers, Novus Medical Detox advises the public to resist being swayed by clever marketing guises and rather to educate themselves on the risks of prescriptions drugs.

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We’ve yet to gain control of prescription substance abuse within the U.S.—in fact, RX substance abuse is arguably at its worst point in years.

Millions of citizens have secured health insurance under the Affordable Care Act (ACA)—that, coupled with the public’s growing distrust of drug companies, is forcing a radical transformation of pharmaceutical branding (1). Studies have shown that by imbuing their brands with human characteristics, pharmaceutical companies can boost sales by developing direct relationships with their consumers, and as a result, patients are more likely to ask their physicians to prescribe specific brand-name medications (2). This emerging trend has prompted Novus Medical Detox, one of the only Florida-based detox centers serving high-dosage prescription drug abuse patients, to advise the public against allowing marketing trends to influence their reliance on prescription drugs. Novus officials suggest that consumers refrain from relying primarily on pharmaceutical companies for their health information, but rather to seek unbiased medical reports via credible sources.

Last year, only 56 percent of consumers said they trusted the drug companies—a likely motive for drugmakers transitioning from “pushing pills” to insinuating their corporate identities into the daily lives of consumers via mobile apps and educational outreach in an effort to regain consumer trust (1). By 2018, the global pharmaceutical market is expected to be worth over $1.3 trillion; to corner their share of profits, established drug companies have to fight fierce competition from generic products, adhere to stringent government regulations, and sway a consumer base that is better informed than ever before. As a result, pharmaceutical companies are giving their brands personality traits by relying on physical attributes, practical functions, user imagery and usage contexts (2).

The shifting dynamic has prompted proponents of this marketing tactic to voice opinions that “an industry led by prescription drug personality branding may make health-related issues more approachable”—but Novus Executive Director Kent Runyon states that branding medications in an effort to evoke emotional value in the eyes of the consumer further encourages the acceptance of prescription drugs as an unavoidable aspect of life, which he deems to be a potential accomplice to widespread prescription drug use:

●    70 percent of Americans take prescription drugs, a number that has risen by 20 percentage points in five years, according to the Centers for Disease Control and Prevention (CDC) (3);

●    Americans consume 80 percent of the world’s supply of painkillers (4), which some say can be attributed to the relentless advertising of brand-name prescription drugs that make it seem as though a pill can remedy nearly any illness or symptom (5).

Runyon has been a guest on CNBC and other major media outlets as an educational source on the influence of prescription drugs on the public. Runyon maintains that it is the responsibility of pharmaceutical companies, as well healthcare practitioners, to not only fully disclose the potential dangers to consumers, but to also ensure that such consumers fully comprehend the risks of using prescription medications.

“Marketing is intended to increase sales. Selling drugs is an economic advantage, but not necessarily in the best interest of the public,” stated Runyon. “We’ve yet to gain control of prescription substance abuse within the U.S.—in fact, RX substance abuse is arguably at its worst point in years,” said Runyon.

Because of the addictive nature of prescription drugs, Runyon advises the public to first consider natural remedies which, in many cases, can assuage common symptoms or discomfort. For those still considering prescription drug use, Runyon suggests having an in-depth conversation with a physician who can help determine the best course of action for each individual’s health.

Novus opened its doors with the purpose of fixing the detox process in order to ensure that anyone could overcome prescription drug addiction comfortably. The detox center handles the toughest of drug and alcohol cases, many of whom are rejected from other facilities as “too high a risk.”

Runyon advises those who are dependent on any abusive substance(s) to seek out safe, medically-supervised detox programs, and to use those employing integrated medicine that allows the detox process to be as comfortable as possible.

For more information on Novus Medical Detox’s addiction and detox programs, visit

About Novus Medical Detox Center:

Novus Medical Detox Center offers safe, effective alcohol and drug treatment programs in a home-like residential setting. Located on 3.25 tree-lined acres in New Port Richey, Fla., Novus is licensed by the Florida Department of Children and Families as an inpatient medical detox facility. Novus is known for minimizing the discomfort of withdrawal from prescription medication, drugs or alcohol by creating a customized detox program for each patient, incorporating medication, natural supplements and fluid replenishment—putting the dignity and humanity back into drug detoxification. Patients have 24/7 medical supervision, including round-the-clock nursing care and access to a withdrawal specialist, and enjoy comfortable private or shared rooms with a telephone, television, DVD player and high-speed Internet access. For more information, visit

1.    “Welcome to the New Face of Big Pharma.” N.p., 29 Sept. 2013. Web. 15 Apr. 2014.

2.    Taylor, Lynne. “How Big Pharma Is “humanising” Its Brands.” N.p., 5 Feb. 2014. Web. 15 Apr. 2014.

3.    Markert, Jennifer. “Pills for Everything: The Power of American Pharmacy.” N.p., 11 July 2013. Web. 20 Mar. 2014.

4.    Zennie, Michael. “Americans Consume EIGHTY Percent of the World’s Pain Pills as Prescription Drug Abuse Epidemic Explodes.” N.p., 10 May 2012. Web. 20 Mar. 2014.

5.    “There’s a Pill for That: Drug Prescriptions in the U.S. Hit a Record High.” Yahoo!, 14 Sept. 2012. Web. 20 Mar. 2014.

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