Medicating GERD. Nexium and Prilosec commercials - Essay Example

? Medicating GERD Gastro-esophogeal Reflux Disorder (GERD) is a condition in which stomach acid or bileflows back into the esophagus causing irritation and a sense of strong heartburn according to the Mayo Clinic. What differentiates this condition from typical heartburn is the frequency of the sensation. To be diagnosed as GERD, a patient must experience the symptoms of it twice per week or more often. These symptoms can become so severe that they create difficulty breathing, asthma-like symptoms, coughing and intense discomfort. M. Brian Fennerty with the National Digestive Diseases Information Clearinghouse explains that GERD symptoms occur when the lower esophageal sphincter (LES) either spontaneously opens or fails to close allowing the contents of the stomach to flow back up the esophagus toward the back of the mouth. More specific causes for GERD are still unknown, but some speculation and testing suggest a hiatal hernia, obesity, pregnancy and smoking may all contribute either alone or in tandem. It is also clear that GERD can affect people at any age including children. There are many foods that have been identified as irritating the condition including citrus fruits, caffeine, alcohol, fried foods, fatty foods, garlic, onions, tomato-based foods, spicy foods and minty foods. Without treatment, constant exposure of the esophageal lining to the stomach acids and bile can lead to serious medical conditions. Because there is no known precipitating cause for this condition, though, it cannot be prevented and is therefore considered to be a chronic condition. Treatment can include lifestyle changes such as quitting smoking, losing weight, changing dietary preferences and sleeping in a slightly elevated position but is more commonly treated with medication. Several options are available, including over-the-counter Prilosec and prescription Nexium, both of which run advertisements encouraging viewers to seek out their product. There are several medication strategies that have been devised to combat the symptoms of GERD. The first line of defense is over the counter antacids such as Maalox, Rolaids or Tums. Fennerty explains that these remedies are based on magnesium, calcium and/or aluminum combined with either hydroxide or bicarbonate ions. They work by neutralizing the acid in the stomach so that it doesn't build up. While they can add additional benefits, such as calcium, they can have unpleasant side effects including diarrhea or constipation. Foaming agents cover the stomach contents with foam and thus prevent the acids from coming back up the esophagus while H2 blockers prevent the body from creating so much acid to begin with. Prokinetics are another class of drugs that work by increasing activity in the digestive tract and thus help the stomach to empty faster, reducing the likelihood of backup. Common side effects associated with this drug class include fatigue, depression, anxiety and body movement control. Currently, the most popular form of treatment is proton pump inhibitors such as Nexium and Prilosec. These drugs are more effective than H2 blockers. Kristi Monson explains that the two medications are very similar and yet profoundly different: "Prilosec was available first and is a mixture of R and S enantiomers of omeprazole. Nexium is just the S enantiomer of omeprazole. Enantiomers are forms of molecules that are almost exactly the same, but are opposites." Essentially, what these drugs do is inhibit the stomach's production of hydrochloric acid, much like the H2 inhibitors, but in a much more effective way. The absence of reflux gives the esophagus time to heal. While both pharmaceutical companies promote their drugs to a mostly unfiltered audience, neither one provides all of the information a patient should have before deciding upon the right medication for their specific condition. Capitalizing on its unique purple color and small pill size, Nexium commercials are often framed with purple at the top and bottom of the TV screen. This particular advertisement targets the major concerns of people who suffer from this condition. The father of the house demonstrating why his children call him the finisher. He tells a daughter to finish up in the bathroom, asks his sons if they've finished their homework and reminds all of his children to finish their vegetables. Each one of these activities has a counterpart within the mind of a GERD sufferer as they struggle to keep food down after eating, find it difficult to concentrate on their own 'homework' and attempt to finish their meals. Text at the bottom of the screen informs the viewer how to identify GERD as the character transitions to the doctor's office. This is where he is prescribed Nexium and the text changes to warn that erosive esophagitis is a common problem when GERD is untreated. A graphic demonstrates the pill healing esophageal erosions as the man tells the viewer what it's doing and the common dosage of just one pill per day. He mentions the company's outreach program that offers lifestyle advice and savings coupons. As he turns to speak directly into the camera, the man says his doctor did warn him about common side effects like headache, diarrhea or abdominal pain and that other serious stomach ailments may still be present. But the advertisement ends without any further warning and the company offers to help those who are without prescription medical care. The final impression is that this is a company that cares about its patients. By contrast, the over the counter medication Prilosec OTC provides almost no actual information. Also heavy on the purple color, this commercial follows a football lineman as he pushes a tackle dummy through an urban cityscape, under a bridge, through a farmer's field, into a night-time urban setting and finally arrives back on the football field to break the tackle dummy against a far wall. Meanwhile, the announcer promises the product will push heartburn to a whole new zip code 24/7 satisfaction guaranteed and fine text indicates the product can be taken for 14 days to treat frequent heartburn but it is not intended for immediate relief. Then the scene shifts to a simple image of the product on a purple background and the announcer repeats the name of the product, Prilosec OTC, and the slogan, heartburn gone, power on. The fine text repeats dosage of 14 days for frequent heartburn plus limits the guarantee of satisfaction. The commercial ends with a call to action for Madden Protectors Award. This commercial conveys far less information than should be expected. About the only information one can glean about the product is that it might help if you have heartburn and are willing to wait for results. Both advertisements target men. The Nexium commercial uses a male character as its spokesperson while the Prilosec commercial appeals to the football watching crowd. The products are both marketed as providing relief of frequent heartburn and they both indicate, indirectly, that more than one pill will be necessary to experience results. This is done in the Nexium commercial when the man tells us the dosage and in the Prilosec commercial within the difficult to read fine print. At the same time, both commercials give an impression of faster results. This is more pronounced in the Prilosec commercial as the announcer promises heartburn will be knocked out backed by the immediacy of the lineman. However, it is also in the Nexium commercial as the man seems to go home and start cooking a delicious meal for the family. Neither ad provides as much information as it should about how the drug works, how that's different from their competitors or a complete list of the possible side effects. In spite of their similarities, there are great differences between the two commercials. The Nexium ad makes an attempt to inform consumers about the product and what it's designed to do. As the man makes his way through the commercial, he describing the symptoms Nexium is designed to treat and why it should be treated. He mentions the common dosage amount and what the pill does for him. He also warns about some common side effects. The words suggest there could be a long list, but his tone of voice makes his list of three symptoms sound conclusive. Prilosec makes no attempt to inform other than the product is for heartburn. Part of the reason for the lack of information is due to the short spot, the Nexium ad is twice as long, but a more important part may be the lack of regulation on the over the counter medication as compared to the prescription-only remedy. References Fennerty, M. Brian. "Heartburn, Gastroesophageal Reflux (GER), and Gastroesophogeal Reflux Disease (GERD)." National Digestive Diseases Information Clearinghouse. National Institute of Diabetes and Digestive and Kidney Disorders. (2007). Web. May 22, 2011. "The Finisher: Nexium Commercial Ad." YouTube. (2010). Web. May 22, 2011 Mayo Clinic Staff. "GERD Definition." GERD. Mayo Clinic. (2010). Web. May 22, 2011 Monson, Kristi. "Prilosec vs. Nexium." GERD. eMedTV. (2007). Web. May 22, 2011. "Prilosec OTC NFL Football Madden Commercial." YouTube. Web. May 22, 2011. Read More