January 29, 2012

While many people still believe in Santa, most will grow to believe that Santa is not really a person, just a delightful myth!  Unfortunately, the many people who believe the internet is real and true, will never understand that it, too, is a myth and not so delightful.

Case in point – Patient “Y” is suffering with an assortment of problems.  She has researched her ailments on the internet and come up with a diagnosis of “crapolla disease.”  She has found an online support group for “crapolla” and has bought into the highly recommended cure-alls sold by a company that has done “extensive” research and found their cure-alls to be “clinically effective.”

The cure for “crapolla” is “doctor recommended.”  There are hundreds of testimonials praising the attributes for “Crapolla,” a “revolutionary, scientific breakthrough.”  “Crapolla” is all natural, sold without a prescription.  In small print is the usual FDA mumbo jumbo about “Crapolla” not being FDA approved and that “Crappola” is not approved for the treatment of any disease, illness, or ailment.

Let’s analyze the internet’s information about “Crapolla.”  First is the manufacturer’s website, complete with scientific information and testimonials proving “Crappola” is effective for a multitude of symptoms.  (Remember, the manufacturer cannot claim to “treat” any illness without the FDA’s approval.)  Have you ever seen an advertisement that did not extol the benefits of the product it was selling?  Of course not!  Manufacturers use marketing to sell the highest quality junk to unsuspecting customers.  I just bought a brand name “Crappola” computer!  I should have done my homework!

What about testimonials?  Do you really trust the testimonials you read on the internet:   I don’t.  Marketing departments can easily flood the internet with testimonials from “Susie P” and “Jonnie D” and hundreds of aliases.  The internet is easily manipulated.  It is impossible to validate the source of any comments.  Just as easily as a company can boost its reputation, a person with a grudge can tarnish one.  Take care when reading comments on any internet site.

What about patient support groups and online chat rooms?  You really can’t trust them either.  The same manufacturer selling you “Crapolla” may be the originator and moderator of your online support group.  An unscrupulous marketing team can stack the deck, blocking negative comment and adding positive comments of their own.

“But it’s doctor recommended.”  Do you know how many types of “doctors” there are?  According to Wikipedia, “Professional doctorates are awarded in certain fields where scholarly research is closely aligned with a particular profession, such as law, medicine, or psychology. Examples include the US and Canadian degrees of Doctor of Osteopathic Medicine (D.O.), Medicinae Doctor (M.D.), Doctor of Physical Therapy (D.P.T.), Doctor of Chiropractic (D.C.), Doctor of Dental Medicine (D.M.D), Doctor of Dental Surgery (D.D.S.), Doctor of Nursing Practice (D.N.P.), Doctor of Pharmacy (Pharm.D.), Juris Doctor (J.D.) and Doctor of Optometry (O.D.)” just to name a few,  There are research doctorates, honorary doctorates, and a host of doctorates conferred in foreign lands and over the internet.  What kinds of “doctors” recommend the product being sold to you?  Are the doctors investors or owners in the company?  Are they hired guns?  Do they have the training necessary to do valid clinical research on humans?

Let’s look at the statement, “revolutionary, scientific breakthrough.”  Did ABC, NBC, and CBS news do segments on this new miraculous treatment?  Was there an article in The New England Journal of Medicine?  Wouldn’t a “revolutionary, scientific breakthrough” be worthy enough to warrant national press?  Of course, it would!

But what about the “extensive” research proving that “Crappola” is clinically effective?  What does “clinically effective” really mean?  How much research is needed to justify the term “extensive?”  I did “extensive” research prior to writing this article.  My “extensive” research took me 30 minutes of Google searches and I spent an additional 30 minutes watching an infomercial about a revolutionary breakthrough in skin care.  Yes, it was recommended by a leading dermatologist, three well known actresses and a host of ordinary people who looked and sounded like professional models.

For just $129 dollars, I can have youthful skin.  My wrinkles will disappear.  Wait!  If I order now, I’ll get 50% off the regular price and free shipping.  No, wait a minute!  Now I’m also going to receive a free moisturizing lotion and a trial sized tube of a fat melting gel!  I can’t wait.  In just 2 weeks you won’t be able to recognize me.  I’ll get carded in bars! 

I must be nuts!  This article must be “Crappola!”  The “before and after” pictures on TV are dramatic.  You can fake actual photos, can’t you? They wouldn’t Photoshop the pics, would they?  You mean I’m not going to look years younger?  How depressing.