What Is Wrong With This Picture?
27 CommentsBy Ed Silverman // November 10th, 2008 // 11:50 am
Two months ago, Hawthorn Pharmaceuticals launched Zamicet, an oral solution approved by the FDA to treat moderate to moderately severe pain for children two years and older. Zamicet, which contains hydrocodone bitartrate and acetaminophen, is also a controlled substance and is listed as a Schedule III drug, which means it is highly addictive (see prescribing info).
Yet, this little boy does not appear to be in pain. Rather than lying on a mat, holding a broken arm after receiving a killer karate kick, he appears to be jumping for joy after winning his match. So what might the message be? Perhaps Zamicet should be kept in a handy spot in the medicine cabinet in the event of any injury? This is subtle, no doubt. But we wonder about the targeted market.
Chris MacDonald
That sure doesn’t look like an ad for something for seriously sick children. Looks more like an ad for the kind of pain reliever that “lets you get on with your daily life.”
Shady!
atlex
Ed,
I presume that this is a professional ad and not DTC. If that is the case, I seriously doubt that any professional is mistaking a hydrocodone based product for one that “should be kept in a handy spot in the medicine cabinet in the event of any injury.” While this may not be a highly effective ad, I doubt that it is misleading physicians.
Atlex
Chris MacDonald
Atlex:
You’re probably right. But that just might be the line between what’s illegal and what’s unethical. If it were misleading, it would be illegal. As it is, it’s merely ethically questionable.
Ed, *do* you happen to know where the ad appeared?
Chris.
J
There doesn’t appear to be a product-specific website, but the image does appear on the company webpage about the product:
http://www.hawthornrx.com/products/zamicet.html
I wouldn’t be surprised if DDMAC objected to the image alone as a misleading “overstatement of efficacy”, though it would be interesting to see the statements that accompany the image in promotional materials…
Christopher
Having dabbled with karate some years ago I can tell you Ed that it’s not only a broken arm that can bring tears to the eyes: a well aimed (or badly aimed) kick to the softer parts can blur the vision too…
Chuck
I think the ad is fine. It shows a kid without pain leading a normal life. I disagree with the others questioning the target audience and the use of the product profilactilly. If this product stops severe pain and is indicated for kids,then again, I think it is fine. I have no ties or vested interest to the product or company. I’m just a common sense guy.
The Caped Crusader
Its time for me ti chime in as there appears to be a lack of clarity regarding what is appripriate and ethical with a class 3 narcotic. Thus is a disgusting pictoral for a narcotic that implies efficacy and or use beyond reason.
The drug hydrocodone is heavily abused and terribly addictive. The image is surely on their drug cards they give to doctors and staffs which paints a patient demographic that should alarm any parent. This child who is on narcotics should not be in a karate outfit. If this patient needed this drug then why is he “ready for a contact sport”. It is merely a pain killer and not a healing agent. I find it appalling. Those that don’t need to check themselves.
Jane
I disagree that this ad is not misleading doctors. Just because someone is considered a professional does not make them immune to persuasion.
Batman
Jane is the voice of reason and is also correct. Physicians can be misled. Look only to Neurontin and Vioxx to see evidence of how pharma can mislead the best and brightest medical professionals.
We cannot rely on them to catch all the cons that are put in front of them because they are overwhelmed with paperwork, callbacks to pharmacies, and insurance company issues.
Jim
Maybe the message is, if you take our product before your karate match you will not feel the effects of that “killer kick.”
The Caped Crusader
Jim,
Use in advance of an injury or to enhance athletic performance would constitute reckless use outside of the approved label. This drug is not indicated for prevention of pain or injury either. Kids that use it for such or whose parents do so are putting themselves/their kids in serious peril to win a black belt.
bb
What a joke. So you’re saying that a doctor will prescribe a) a scheduled drug b) for a child that’s not injured and c) just so they can have it just in case they need it. It shows you know nothing of the pharma industry and medicine.
Ed Silverman
Hi BB,
I’m not sure if you’re addressing your point to me or others here, but in any event, I’m happy to reply.
So, no, I wasn’t explicitly stating that doctors wouldn’t know better. I was simply raising a question about the image conveyed and what it was meant to suggest.
The image appears on the company’s web site and, specifically, on the page for the product, which anyone can view, of course. Are consumers viewing that page? Presumably, some are. Would any think Zamicet is a good item to keep handy and to ask their doc about procuring? Maybe. But even if few would, the image could be interpreted that way. Obviously, some will and do see it differently, which is fine.
As I wrote, this is all very subtle, but I posted it to engender some discussion, because I found it interesting.
Regards
ed
Outside the Box
having had some experience marketing products in this field I think Hawthorn need to be very careful indeed. There is a very high likelihood that patients will store unused bottles and there is a big risk that they will then view the product as an extra-strong OTC pain killer. With prescribing information for everyone over 2 and prescribing information that contains a wide range of warnings (including one relating to head injury) the potential for misuse is huge - and I am sure that this picture will only serve to increase the risk.
DARLENE
MY KIDS GOT THIS MEDS TODAY FROM A DOCTOR I DID A RESEACH ON IT AND NO WAY WILL I GIVE THIS TO MINE THIS IS SUPPORT OF DRUGS USE
The Caped Crusader
Darlene,
Great decision. Why risk addiction issues!
Outside the Box,
Sounds like you get it. The risk of this type of drug being misused are so very high. The picture only lends to the problem and raises alarm. Great comments!
INot_An_Idiot
Don’t you people have anything better to do. There is no real risk of giving a little kid a pain killer for a short period of time. I don’t hear you complaining about tussionex and thats promoted to every doctor with a pulse. And no one complains about coedine with tylenol. If you have true concerns why don’t you complain about ADHD drugs they are much more mind altering and sedating and are used everyday and are way more over promoted than a pain reliever for short term therapy.
Insane Pain patient
Hydrocodone is a schedule II, not a schedule III drug. You should get your facts straight before over alarming people.
I agree it should be prescribed with caution because it does create dependency and possible addition with prolonged use, but the headline is more than misleading.
I’m curios how many milligrams are actually prescribed per dose for kids. I would bet it’s 5 or less, which, if used for short term, such as, less than a week is very safe and carries very little risk for actual,addiction. Plus, parents typically control the dose and most won’t over medicate their kids.
The bigger danger is transference of the drug to actual abusers who might just suck down the whole bottle.
I’m a long term pain patient myself and actually use schedule III meds, and they’re more restricted and more powerful than this particular drug.
I could write a book about the dangers, as well as the great blessings these drugs can bring if used properly. Abuse is another story, but the abusers are the ones who make it hared for those of us who use these drugs as intended and responsibly. They give us all bad name.
Ed Silverman
Dear Insane,
With all due respect, my facts are straight. If you click on the link I provided - (see prescribing info) - the company notes that the drug is listed as a Schedule III.
Hope that helps,
ed
Anon.
Hydrocodone by itself is schedule II.
Hydrocodone with acetaminophen or aspirin in certain amounts is schedule III, and I believe in other amounts is schedule V. This is also true for codeine.
If you look at this particular drug product you can see it’s schedule III.
The reason for the lower schedules is because you would poison yourself with the acetaminophen or aspirin before you would get enough hydrocodone to do some serious damage, like OD.
The specific amounts for different schedules can be found in the controlled substances act.
SKEETER
Sadly, I can tell you first hand that most docs are really quite ignorant of just how much of a nightmare withdrawling from pain meds are, or how easy they are to get hooked on.
I know, been there done that. I was not taking pain meds every day and still got hooked and went through nightmare withdrawals.
Some people get physically addicted quite easily. And being physically addictited isn’t like people think it is. The word “habit” is falsy used.
I never craved drugs, I never had some extreme desire to take them. I just went through horror when I quit taking them.
Not everyone is the same, and some folks get hooked very easily and go through hell getting off of them.
I am in constant pain, and chose pain over withdrawals. The withdrawals are worse.
Named
Anon is correct, Hydrocodone by itself is a Schedule 2 narcotic, this schedule includes other opiats like morphine, methadone and fentanyl.
Pharm companies add other drugs like acetaminophen or ibuprofen, which makes it a less regulated schedule 3 medication, which makes it easier for docs to prescribe it.
Do some research, when hydro enters the liver, it is broken down into morphine, would you give your child morphine because hes sore after karate practice?
no name
Hello! I can assure you this drug is used for kids getting there tonsils out,broken bones,and things of that nature. Dosing for a 2-3 year old is 1/2 teaspoon every 4-6 hours.If you break it down it would be 1.67/54,is that something you would consider a lot for a child that is in pain? This drug has less acetaminophen which if you ask any doctor it is always safer to give less tylenol especially in young children and older folks.Do you know how many mothers give their children more tylenol on top of a pain med not knowing they are giving them way to much? Loratab has 7.5/500 just to let you. No child is put on this long term so getting addicted over a few days is really a rare thing would you agree?
sandy
a class 3 narcotic
don’t want to give it to my kids would you?
no name
yes I would give it to my kid if he was in pain! What would you give your child after a surgery? Tylenol?Rather my child not be in pain.What do you think they get after surgery?
somebody
sounds like some of you need to get a grip on your easily addicted children. most of them don’t even know what it is to become addicted. it is for short term use. parents are usually the ones to blame for the over medicated and over dosed society that we now live in.
name required
if your child is in severe pain, is it any different than, say ( I dont like using the analogy but) a wounded soldier in battle? Yes, they had morphine and other serious painkillers and would you , Darlene, despise and deny that usage too?