Adage printed an interesting article today regarding the decrease in anti-depressant/anti-anxiety and sleep aid advertising, crossed with the steep incline of actual use. Rich Thomaselli touts the recession as being the major driving force behind the influx of Abilify, Zoloft, Prozac, Ambien, and Lunesta. The article states, "the pattern certainly suggests the economy is a factor. There are worries about the economy and that can certainly lead to insomia." With the downward spiraling job market, housing crisis, much debated stimulus plan, and buyouts galore how could one not turn to the cushioning effects of the perfect little pill? 
However, I feel that with the decrease in advertising for these types of prescriptions something other than simply viewing the actual ads is influencing peoples decisions to buy. Since the economy doesn't appear to be shifting upward in the immediate future should such prescription companies increase their advertising to gain even more subscribers? The answer is not quite yet. A strong explanation for the constant prescription purchases could be that the above mentioned drugs are well-known in the public eye.
Many will remember the influx of commercials and print ads targeting those people with feelings of "loss of interest, insomnia, lack of energy, etc." and the long list of side-effects that followed implanted throughout the media. A few years ago it seemed as if there was a gigantic boom in the anti-depressant advertisement industry. Such ads appeared everywhere, across all spans of media. There is no other way to increase such advertising. The only place to go from there was to slowly decrease. The recession has caused such ads to decrease due to lack of funds, already well-established brand familiarity, and a substantial pre-existing following.
The coupling of the economic crisis and brand familiarity allows for the success in prescriptions even amidst the decline in actual advertisements. Yes, in stressful times people tend to look for a quick fix. That quick fix may come in the form of a small purple, blue, or white rapid release tablet. However, when and if the recession does subside those same tablets will still provide assistance to those in need. The brands are familiar, accessible, and helpful. The fate of the decreasing anti-depressant ads lies not only in the hands of the gloomy recession, but also in the booming previous ads that helped to familiarize the product early on.
Interesting thoughts about “pill-ads”. Almost makes you wonder if the pharmaceutical companies had knowledge about the recession years before it happened and thereby invested all their money in creating brand-awareness that would sell pills when the economic meltdown started. It wouldn’t surprise me if Michael J. Fox were hired by some pharmaceutical company back in 2004 or something. If the biggest pill company today were called Great Scott I would be convinced that the current economical situation were created by the pharmaceutical companies. But that are not the case and for now I’m convinced that it was some guy named Walker who screwed this up.
I thought this was an interesting blog, and I agree with Johan that it also makes me question if pharmaceutical companies had knowledge about the recession years before it happened and invested their money in creating the brand-awareness they have that would sell pills when the economic recession started. Pills are the quick fix and it is amazing that they are still making money in such a difficult time in our economy because they are so accessible to people who may need them.
Advertising for pills will likely need to return at some point because of competition. Companies that do not have a majority of the market will likely have to use attack ads to go after the others. Brand recognition is always important. Right now, advertising is being reduced in a lot of industries because it is an easy way to cut costs. This blog is interesting because it mentions an industry where usage of products is going up, despite economic hardship.
I personally think that they really don't need to be advertised anymore. These kinds of pills have become almost at common of a name as aderral (sp?). These kinds of drugs, sadly, are being sold on the streets of lawrence. There is a huge increase of students with depression and anxiety and no one really wants to admit they have a problem so they buy these drugs off of their friends. Once a drugs gets so popular college kids are selling it to each other i really don't feel that advertising in necessary.
I agree with Paige that these prescriptions have become way too easily accessible. Because of all the money crises, many people are becoming depressed and therefore, turning to these drugs for help. Michael also makes a good point that advertising for these products will need to return at some point because of competition. There are more and more brands and types of depression pills coming out that there will have to be some sort of brand showcasing to promote the drug.
As a daughter of a pharmaceutical rep, I know for a fact that they had no idea about the recession. I believe if my father knew, he would have stored all of his money away and built a bunker (well actually he told me he would have moved to a remote island). I do understand what you are saying however. It is quite the coincidence that they have stopped airing so much, but probably because they do not need to considering everyone, including the drug companies themselves, are depressed!