Marketing in the Pharmaceutical Industry

You most likely have heard the words "Claritin Clear" sometime on television before. Bayer spends millions of dollars each year to market their allergy medication. They use the fact that living with allergies can be a terrible experience, so they almost always attempt to appeal to their audience's pathos by giving them a cure.
Zyrtec and Allegra are also allergy medications that are advertised heavily in our media. The companies always try to make their product seem superior to their competitors. Usually this is through comparisons of how quickly the medicine takes effect. Also, the phrase non-drowsy always comes up as a selling point, because the target audience is always looking for an easier way to get through the day when they are suffering from allergies.







Bayer also uses their target audience to their advantage. Most of the people who are buying allergy medication are trying to get through their day and be productive, so Bayer portrays hard working individuals using their medicine to help them get through their days. They also use a very annoying and catchy song to appeal to their audience. Most people with allergies have their mental health affected by them and using a cheery song helps lighten the mood such as in their television commercials. Also, another ethical appeal is made through their claim of clinical testing in order to create more faith that their product is safe and effective.

Recently, Bayer has tried to use a children's movie to expand their advertising outreach as well. They use ethos in order to appeal to smaller children by putting movie characters on a box of their medication. This  understandably, has caused some controversy with the parents of the kids who are targeted with these ads. Parallels can also be drawn to vitamin companies doing the same as well. However, it brings up the question of how far is it okay to go when advertising to kids.