INTRODUCTION
Is the FDA its own entity? Is it there to protect the consumer from harmful drugs? Or is it another bureaucracy that is molded and transformed to the will of the big pharmaceutical companies? Drug manufacturers are finding new ways to contort the better judgement of the FDA with old fashioned bullying techniques, on a new social media platforms.
PHYSICAL
Flibanserin, a.k.a. the Little Pink Pill, grew in power and support within the social media campaign entitled "even the score" which was marketed on the internet. The axiom is to highlight the purported disparity in the 26 drugs available for men's sexuality versus the 1 that is available through flibanserin. The validity, cause, and necessity of flibanserin increased with the campaign. This was due in part to cross promotion on the channels YouTube, Twitter, Facebook, and also a website dedicated to its success.
PSYCHOLOGICAL
A woman's body is a sensitive subject. Deciding on whether or not to seek help for a sexual issue is a deeply personal choice for a man or a woman. There are several possible reasons or situations that cause a woman to experience a decreased libido: relationship issues, depression, hormone changes, and even a woman's body image impact her sexual desires. Thus, the option for a woman to have a medication which improves that area of her life is important to consider.
SOCIAL
The phenomena of the "even the score" campaign speaks volumes as to the power of social media. The are many elements involved in the discussion of flibanserin. They include the pharmaceutical company, Sprout, the FDA, women's equality, greed of corporations, political power, and feminists, to name a few. Sprout had many players on its side. There were 19 non-profit organizations that supported the mantra of Women's Sexual Health Equity. Also, they were backed by 11 members of Congress that encouraged the FDA to approve flibanserin.
 |
| Little Pink Pill |
Additionally, as the "even the score" movement gained momentum, many people become aware of the issue. Then, the FDA was in the line of fire for requesting more testing and not approving the "wonder drug." The FDA defended its decision to not approve flibanserin because the side effects of fatigue, sleepiness, dizziness, fainting, and nausea. These were not acceptable outcomes versus the rewards of increased sexual desire.
Essentially, Sprout was able to paint the FDA as a sexist entity in the public eye, that would not allow women the simple desire to get back their libido. This was accomplished through the many social media channels. For example, #HERstory, #eventhescore, #addyi. After the FDA gave in to the social pressures, it was followed with #thankyouFDA.
CULTURAL
The values and attitudes of our culture are illustrated by how Sprout was able to convince the FDA, through shaming on social media, and political pressure, to give Sprout the approval they wanted, even when approval had been previously denied. With the use of #HERstory, "even the score" was able to get 60,000 signatures for the online petition urging the FDA to support flibanserin. The opposing viewpoint only garnered about 600 signatures. The question becomes: Is it the viewpoint that is important, or is it the way the viewpoint is marketed to the population? Another way to question the situation is addressed by Ray Moynihan: Is this a feminist movement or a marketing masquerade?
TEMPORAL
From the beginning of the "Even the Score" campaign, which started in June 2014, it took 15 months to change the decision of the FDA. Previously, another company tried to get flibanserin approved which gave up after 1 year, and then sold it to Sprout. Sprout also tried unsuccessfully for 3 years to bring their drug to market. Then when they launched the social media campaign, it took off and allowed them to gain support and ultimately approval. The rest is history.
CONCLUSION
Social media is a force to be reckoned with. It can build dreams and and it can destroy lives. The simple click of a button on a screen may seem insignificant, but when it is multiplied it can become a movement. This progression of our society brings us into a cyber reality which can effect real change in our physical environment. When people speak together with one focus, voices will be heard.
The values and attitudes of our culture are illustrated by how Sprout was able to convince the FDA, through shaming on social media, and political pressure, to give Sprout the approval they wanted, even when approval had been previously denied. With the use of #HERstory, "even the score" was able to get 60,000 signatures for the online petition urging the FDA to support flibanserin. The opposing viewpoint only garnered about 600 signatures. The question becomes: Is it the viewpoint that is important, or is it the way the viewpoint is marketed to the population? Another way to question the situation is addressed by Ray Moynihan: Is this a feminist movement or a marketing masquerade?
 |
| Time Passing |
From the beginning of the "Even the Score" campaign, which started in June 2014, it took 15 months to change the decision of the FDA. Previously, another company tried to get flibanserin approved which gave up after 1 year, and then sold it to Sprout. Sprout also tried unsuccessfully for 3 years to bring their drug to market. Then when they launched the social media campaign, it took off and allowed them to gain support and ultimately approval. The rest is history.
CONCLUSION
Social media is a force to be reckoned with. It can build dreams and and it can destroy lives. The simple click of a button on a screen may seem insignificant, but when it is multiplied it can become a movement. This progression of our society brings us into a cyber reality which can effect real change in our physical environment. When people speak together with one focus, voices will be heard.
No comments:
Post a Comment