[OPPORTUNISTIC LEARNING STRATEGY] Pharm-mercials & Pharm-marketing

ImageThey’re everywhere.  You’ve seen them, ignored them, recycled them and changed the channel on them.  They… are pharmaceutical ads.

Pharmaceutical companies spend exponentially more money and other resources on medico-marketing then they do on research.  Over $57 billion per year (that’s billion, with a “b”) in 2005.  “Pharmarketing” is highly controversial.  However, it’s ubiquitous nature can be a beneficial to the opportunistic student. 

When a moment (or ad) presents itself, read, or listen up.  Review the drug trade and generic name, side effects, contraindications… Repetition via different media, at different times, in varied locations reinforces learning and memory. 

Another benefit?  Some of the most frequently prescribed drugs and those that are being pushed out the hardest by pharmaceutical companies are the meds in the media that also end up in your med pass. In nursing, learning must be continual to stay up to date on changes and advances in evidence based practice, in protocol, in research… New developments  arise every moment of every day.  Creating a habit of catching learning opportunities can be a powerful tool to keep in your nursing bag throughout your career as a nurse. 

So next time a pharm-mercial pops on, or a full-page magazine ad presents itself; listen up, give it a quick scan and solidify your learning on-the-go!

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About Heather Swift

Heather “Swifty” Swift has been Kicking mAss since 1998. At 28 she was diagnosed with ovarian cancer as a recently single mom with two small babies on her hip. After completing treatment with the thought that cancer was in her rear view mirror she worked, locally, as a volunteer for Ithaca Breast Cancer Alliance doing community outreach to be certain that no one faced cancer alone. In 2005, she had a secondary diagnosis of breast cancer and tested positive for the BRCA2 mutation, which only amped up her commitment to creating positive change and to becoming a strong and effective advocate for the young adult cancer community. Now, at age 42, Swifty, her partner, Brian, and her two teenage children work together locally, nationally and internationally to advocate for change. Swifty regularly meets with legislators to work towards tangible change in health care, legislation that addresses the needs of cancer patients, care-partners, and families. She works directly with clinicians, medical/nursing students, youth & college students, cancer support organizations and others to educate them about the special needs of young adults living with a cancer diagnosis. Swifty is passionate about providing support by connecting people living with cancer to resources, to other cancer survivors, and to mobilizing and training individuals and groups to find their inner advocate. Swifty currently works with a number of amazing, hand-selected organizations, which provide her with opportunities to educate, to advocate, and to change the conversation about cancer and to work to bring an end to the disease. A few include: LiveSTRONG, mAss Kickers, Imerman Angels, National Breast Cancer Coalition, Cancer Resource Center of the Finger Lakes, Dusty Showers & The Second Basemen, and Stupid Cancer. Swifty is an oncology nursing student in upstate New York, loves time with her family, paddling sports, and peanut butter. She is a Virgo, but not the really anal-retentive type. Her strange fascination with superheroes makes her popular in geek circles, but it can be endearing. Swifty will be riding a llama across Oregon in July of 2012 and really does believe we can achieve and end to cancer and in world peace. Motto: Never Give Up! Favorite quote: “Our own life has to be our message.” ― Thich Nhat Hanh

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