Medical Marketing

Contrary to the medical marketing hype, synthetic hormonal drugs, dairy products and most calcium supplements actually weaken the bones and have other harmful effects on health.

A NEW DISEASE, A NEW MARKETINGOPPORTUNITY

 Osteoporosis is big news – and big business – these days.  As a disease, it emerged out of obscurity only two decades ago to become a concern for women throughout the industrialized world. Advertising campaigns in the media and fact sheets in doctors’ waiting rooms and pharmacies continually warn women of the dangers of disappearing bone mass.

The marketing hype announces that one woman in two over the age of 60 is likely to crumble from an osteoporotic fracture (yet one man in three will also get osteoporosis); that the incidence of hip fracture exceeds that of cancer of the breast, cervix and uterus combined; and that 16 per cent of patients suffering hip fractures will die within six months while 50 per cent will require long-term nursing care.[1]

The statistics also say that in theUnited Statesover 20 million people have osteoporosis and approximately 1.3 million people each year will suffer a bone fracture as a result of osteoporosis.  In 1993, the US incurred an estimated loss of US$10 billion due to lost productivity and health care costs related to osteoporosis.[2]  However, it’s important to put these statistics into perspective.  While it is true that death occurs in men and women who have hip fractures, these people are usually very elderly and frail.  People who die from hip fractures are not only the most frail but are also ailing from other causes.

Women are constantly bombarded with the message that the war on bone loss must include calcium supplements and a daily consumption of calcium-rich foods, primarily dairy products.  Doctors strongly recommend long-term use of (synthetic) estrogen to the postmenopausal woman, and, if additional help is required, suggest the use of bone-building drugs like Fosamax.  So, armed with this...