Opioid Induced Constipation Commercials. Why these Commercials should be flushed

Is it just me?
Would you step out of the restroom of your local cafe and adjust your pants as if you had just completed a successful No. 2?

Would you want to signal to all your friends sitting at the table, enjoying their lunch, that you just had a significant bowel movement?

This is a bad script and a terrible concept.

Opioid-Induced Constipation (OIC) Commercials: Overview and Public Reaction

Key Features of OIC Commercials

• OIC commercials, particularly for drugs like Movantik and Relistor, aim to raise awareness about constipation caused by prescription opioid use.

• These ads often use metaphors or dramatized scenarios, such as animated characters (e.g., Relistor’s “MU-MAN”) or people envying others’ ability to have regular bowel movements.

• The ads target chronic pain patients who use opioids and may be embarrassed to discuss constipation, highlighting that treatment options are available.

Notable Examples

• Super Bowl Ads: AstraZeneca’s 2016 Super Bowl commercial for OIC drew widespread attention and controversy. The ad, which didn’t mention the drug by name but directed viewers to a website, depicted a man envious of others’ ability to poop, using humor and relatable situations to address a stigmatized condition.

• Movantik Campaigns: Movantik ads feature real-life testimonials and dramatizations of the daily struggles with OIC, such as “Frank’s Moment” and “Opioid Baggage,” aiming to destigmatize the issue and encourage patients to seek medical advice.

Public and Media Reaction

• Mixed Reception: The commercials have been both praised for raising awareness of a common but underdiscussed side effect of opioid use and criticized or mocked for their timing, tone, and content.

• Controversy and Criticism:

  • Some viewers found it odd or inappropriate to see constipation and bowel movement topics featured in high-profile, expensive ad slots, such as the Super Bowl.

  • Social media reactions included jokes, derision, and discomfort with the subject matter, with some suggesting the ads trivialized a serious issue or were simply in poor taste.

  • Critics also pointed out the irony of marketing a pill to treat the side effects of another medication, especially amid the opioid epidemic.

  • The ads have been parodied online, highlighting the awkwardness and perceived absurdity of pharmaceutical marketing for such personal issues.

• Regulatory and Policy Concerns: The White House and public health officials expressed concern that these ads normalized opioid use and failed to address the broader crisis of opioid addiction.

Summary Table: OIC Commercials

Conclusion

OIC commercials have become notable for their bold approach to a sensitive topic, using humor and relatable scenarios to reach those suffering from opioid-induced constipation. While they have succeeded in raising awareness, they have also sparked debate and criticism over their tone, timing, and the broader implications for opioid use and pharmaceutical marketing.

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