For years now, Big Pharma’s approach to drug marketing has been to first promote disease awareness and then sell you their drug for the disease you never knew you had until they told you about it.
HPV testing and vaccination are textbook examples of an extremely successful use of this marketing approach. (With a little
mandatory vaccine regulation thrown in for insurance.)
But what if we could combine disease awareness with brand name recognition by actually renaming the disease with your drug’s brand name? Better still, forget disease recognition altogether. Cast an even wider net and tie your brand name to the symptoms of the disorder. Who cares if other diseases might have the same symptoms? You’re going to own that symptom, and then, like a rancher with a roped calf, brand it.
The Detrol Ad Campaign
Detrol is a drug that is FDA-approved for treatment of overactive bladder (we docs like to call it detrusor instability). The hallmark symptoms of overactive bladder are urinary frequency and urgency. Pfizer calls these symptoms “that gotta’ go feeling”.
In their ads, Pfizer barely mentions the term overactive bladder. They just show images of woman rushing to the bathroom, and then tell us about Detrol. Their icon is the little woman on the bathroom door, so that every time a woman heads to a public rest room, she will think of their drug. (See a typical ad on Ad Pharm Blog)
Of course, no good drug marketing campaign these days is complete without
a website. With theirs, Pfizer is using every play from Big Pharma’s market-to-women playbook. First, female empowerment – “Get the help you deserve”. Next, the worry card – images that compare your overactive bladder to a healthy bladder (message – your overactive bladder is un-healthy), telling you overactive bladder “is never normal”, warning you that your symptoms “may lead to an accident” and telling you that “the less you gotta’ go, the less you gotta’ worry”. If you weren’t worried before, you sure are now. And will be every time you pee. Finally, the training –
How to talk to your doctor about your bladder symptoms, or having The Detrol Discussion.
Leave it to Big Pharma to take a universal bodily function, turn it into something to worry about and sell you a drug for it.
It’s brilliant marketing.
And of course, I don’t like it.
Why not? For one, we all have to go to the bathroom. But since most of us women these days are also crazy busy, we often put off the deed as long as we can. Until we can’t anymore. Hence, that gotta’ go feeling. We don’t need a drug – we need to slow down our lives so we have time to go to the bathroom.
Not to mention the fact that the symptoms of urinary urgency and frequency are also symptoms of urinary tract infections, diabetes, uterine fibroids, early ovarian cancer and pregnancy. None of which are treated with Detrol last time I checked. Overactive bladder is a diagnosis of exclusion, only to be made after ruling out these and other underlying disorders.
But let’s suppose you’ve been cleared from all these and other conditions that can cause you to run to the bathroom. Taking a drug is the last thing you want to do.
Because there are so many other simple, inexpensive and healthier ways to address the problem. Detrol’s webpage lists these as things to do “in addition” to taking your medication. I say do them “instead” of taking medication.
Treating the problem without medication
- Make time to pee. The first and most important thing to do is to take the time to go to the bathroom before it’s an emergency.
- Get real about your fluid intake – what goes in must come out. How many of you have a big plastic bottle of H2O on your desk at work? Getting your recommended 8 glasses of water a day, and even more if you’re dieting? If you’re going to drink that much water, you’re going to be in the bathroom. That’s just the way it is. You don’t need a drug. Just some common sense. If you’re going to guzzle water on a long car ride, you’re going to need to take bathroom stops. If you’re ordering the liter diet coke with popcorn at the movie, don’t be surprised if you miss the good part because you’re in the ladies’ room.
- If nighttime frequency is a problem, cut back on evening fluids. You can’t drink tea while watching Letterman and expect to make it through the night.
- Drink enough water. While a lot of us are water guzzlers, some of you out there actually may not be drinking enough water. Your urine is concentrated, and that can be irritating to the bladder as well, especially if you’re also post-menopausal. So for you, the trick may be to increase your fluid intake a bit.
- Cut back on the Starbuck’s Latte’s and Diet Cokes. Both caffeine and carbonated beverages can be bladder irritants, and caffeine is a diuretic. Put caffeine or diet coke habit together with an 8 cup a day water intake and you might as well just put your office in the ladies’ room, because you’ll be there more than you’re at your desk. Trust me on this. And it can be just as bad if you don’t drink enough water – now you’ve combined concentrated urine with a bladder irritant. You’ll go smaller amounts when you hit the stalls than the water drinkers, but you’ll still be there more often than you need to be.
- See if other foods are bothering your bladder. Other foods that can irritate the bladder are chocolate, tomatoes and citrus fruits and juices. Maybe not for everyone, but maybe for you. If this is the case, simply eliminating or limiting these foods may be all you need to do to control your symptoms.
- Try bladder training. Some of us have gotten ourselves into some bad habits when it comes to our bladders – running to the bathroom the minute we notice we have a bladder, jumping up out of bed 5 times before we fall off to sleep. But you can retrain it to hold out longer. It really is mind over body on this one.
What if these steps fail?
So let’s say you’ve tried everything up there and you’re still rushing to the bathroom. Maybe you’re even having occasional accidents. Your doctor has ruled out infection and other causes, and diagnosed you with irritable or overactive bladder. What can you do?
If you are post-menopausal, I usually first recommend a trial of low dose vaginal estrogen. (It’s an off-label use with some support in the literature.) For some women, this is all they need. If you don’t want to take vaginal estrogen or are not postmenopausal, then Detrol (or its generic) is definitely a treatment option, and it’s often quite effective.
Bottom Line
Urinary urgency and frequency are common symptoms in women. It’s important to see your doctor to rule out urinary tract infection (a very common problem in my practice) and other underlying causes. Once these things are ruled out, most symptoms can be controlled with simple changes in diet and fluid intake, along with some bladder training for more resistant cases, and if you are menopausal, a trial of vaginal estrogen. If these things fail, there are medications that can control symptoms, one of which is Detrol or its generic.
And as they always say, talk to your doctor.