Promoting Talking About Bowel Symptoms

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A new Ironwod Pharmaceuticals ad campaign for Linzess (linaclotide), indicated to treat irritable bowel syndrome (IBS) with constipation, is intended to ease patients’ discomfort in discussing symptoms like abdominal pain. The Boston Globe reports that ads will appear on network and cable television, the Internet, and in print and are intended to promote conversations between consumers and their healthcare providers.

“Ironwood wants to prompt reluctant patients to ask about the drug and encourage doctors more focused on life-threatening diseases to take IBS and constipation, which can restrict patients’ lives and activity, more seriously,” the article says.

Ironwood chief commercial officer Thomas McCourt says the “goal is how do we help patients help themselves. When I think about the most successful consumer campaigns in history, they’re all focused on the interaction between patients and docs.”

The article puts the new Ironwood ad in the context of renewed criticism of direct-to-consumer drug ads by the American Medical Association and others. McCort told the newspaper that he is aware of the criticism, but believes that it is important to inform patients about medicines they could benefit from and help them ask questions and make smart decisions.

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