Marketing SARS
4 May 2003

This letter was published in Malaysiakini.com (Tuesday May 6, 2003) with the title 'Business opportunities in SARS?'. It was written during the Severe Acute Respiratory Syndrome or SARS crisis in South East Asia, when health product advertisements started to emerge in the media proclaiming their efficacy against the then unknown virus that causes the disease.

It seems that more and more drug manufacturers and distributors are taking advantage of the SARS situation to boost the sales of their products. At the foot of the front page of The Star newspaper today (May 4, 2003), there is an advertisement with the headlines "Don't take chances. Take precautions. You owe it to your loved ones". Beside it is printed a whole list of precautions such as cover one's nose and mouth when coughing or sneezing; practice good personal hygiene; wash hands regularly, exercise regularly, eat well and sleep well; keep a record of your daily contacts and boost up your immune system. And immediately after that are the words "a message by Flavettes". This advertisement was produced in the company's product colours.

Although SARS was not mentioned at all, it will be foolish to think that this advertisement is for any other purpose than to use the current situation to increase their sales. Obviously, the company is overtly trying to imply that Flavettes will boost the immunity system and therefore reduce the chances of acquiring infections, such as viral infections. They have to stop short of claiming that Flavettes can prevent SARS viral infection to avoid legal repercussions.

However, in my opinion, this company (UPHA) is not ashamed or concerned about using any loophole they can find in the various acts to pursue their marketing goal.

I would like to stress that I am not against the idea of informing the public about SARS and ways to prevent it. It is definitely important to get the message of prevention across to as many people as possible. However, companies attempting to assist the Government and the Ministry of Health to disseminate this information should be more ethical and not misuse it as a marketing ploy.

Nowadays, everybody wants to be a doctor, from the drug manufacturers and distributors, right down to the layman. ""Medical advice" is given out freely, and "drugs" are being introduced by the man in the street to their neighbours. On one hand, it is encouraging to note that Malaysians are very concern about their health. On the other, it seems like health care is becoming more like a business rather than a profession.

Health Care Monitor

[Home] [Articles] [About Pelita]