December 15, 2015

IT'S ALL IN YOUR HEAD:

The strange psychology of pain relief medicine (Camila Ruz & Kemi Alemoru, 12/15/15, BBC News Magazine)

When someone swallows a general painkiller such as ibuprofen it's distributed around the whole body through the bloodstream, says Farrah Sheikh, a GP from Greater Manchester. Painkillers targeting specific areas will treat the areas in pain but they cannot be sent directly to a particular part of the body, Sheikh suggests.

The discrepancy in price between different versions of branded painkiller is arguably no stranger than the variation in price between brands like Nurofen, and the generic equivalents that sit near by them on supermarket shelves. 
Somebody could walk into a Tesco in the UK and spend £2 on a packet of 16 Nurofen when a packet of 16 generic ibuprofen tablets - an identical drug - is just 30p.

The same situation exists in the US. Some people consistently choose Advil (ibuprofen), Tylenol (paracetamol) and Bayer aspirin rather than cheaper versions.

But a study found that people with higher levels of knowledge - for examples doctors and pharmacists - were much less likely to buy branded medicine over generics.

"You're paying for the marketing essentially and the shiny box," argues Sheikh. She tends to recommend using cheaper generic painkillers, but says that many of her patients are still loyal to certain brands.

The placebo effect could help explain this. "Just knowing that you've taken something can make you feel better," explains Sheikh. Believing in a particular brand can also have a big impact.

In a recent study, researchers gave people with frequent headaches a dummy pill. Some of these placebos were packaged as branded painkillers and some weren't. The branded ones were reported to be more effective at pain relief by those in the study and were associated with fewer side effects than the placebos packaged as generic medication.

There's no such thing as quality.

Posted by at December 15, 2015 8:40 PM

  

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