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By Rita R. Robison, Consumer Specialist
Guest Blogger

In their recent post on Boomer Consumer: The Blog, Matt Thornhill and John Martin excitedly reported on reasearch being conducted on a synthetic chemical that improves the physical stamina of laboratory mice on a treadmill by 44 percent over mice not taking the medication. The discovery is leading to speculation that  an “exercise pill” might be created for humans so that they won’t need to exercise to be physically fit.

Thornhill and Martin gushed:

The revelation is particularly pertinent to boomers who have reached an age in which their physical fitness is experiencing a steady, seemingly inexorable slide. Although many boomers have incorporated exercise into their lifestyles more passionately than previous generations have, that commitment requires a tremendous effort. Who wouldn’t like to spend less time on the treadmill and more time playing Sudoku or snoozing in the hammock?

They go on to describe the success of Viagra, and report that scientists are researching chemical compounds that can halt the effects of aging on memory and mental processing speeds.

“Although it’s a long journey from a chemical that works on mice in a lab to a drug safe for humans, it may be only a matter of time before ‘exercise pills’ become a reality,” Thornhill and Martin said in their post.

Then they end their post with this pie-in-the-sky comment about prescription drugs: “How long before there’s a pill to effortlessly perfect every human frailty?”

Thornhill and Martin head up the Boomer Project, which educates marketers on how to communicate with boomers. They are authors of “Boomer Consumer: Ten New Rules for Marketing to America’s Largest, Wealthiest, and Most Influential Group.”

Prescription drugs have side effects

About two million serious adverse reactions to prescription drugs occur a year including 100,000 deaths, according to Public Citizen, a consumer watchdog group. These tragedies are one of the five leading causes of death in the United States.

Public Citizen recommends that consumers not take a prescription drug unless it has been on the market for seven years; an exception is breakthrough drugs. The consumer group makes this recommendation because many new drugs are “cousins” of drugs already on the market, and often their side effects aren’t well known.

In their enthusiastic envisioning of anti-aging drugs, Thornhill and Martin left out information about recent failures of the pharmaceutical industry. Some include:

• Vioxx, used to treat the symptoms of osteoarthritis, rheumatoid arthritis, acute pain, and painful menstrual cycles was pulled from the market in 2004. An estimated 84 million people worldwide used Vioxx, and it was one of the most frequently prescribed drugs in the United States, according to the Web site Lawyerseek.com. Vioxx was the largest drug recall in history at the time.

• America has the highest rate of mental illness in the world, according to Stephen Bezruchka, M.D., author of “Is America Driving You Crazy?” The number of Americans suffering from mental illness has nearly doubled since 1987, when Prozac was introduced. Bezruchka believes our drug-based system of care is fueling this epidemic; the drugs used to treat depression and mental illness cause problems when used long term.

• Other prescription drugs recalled or withdrawm from the market include: Rezulin, used to treat type 2 diabetes; Fen-Phen, a diet drug; and PPA, an ingredient used in some appetite suppressants and cough medicine.

What can boomer consumers do

Boomer consumers need to be informed about the prescription drugs they take. Ask your health care providers and pharmacist about side effects and drug interactions. Do research on the Internet about any prescription drugs you are taking or plan to take.

In addition to Public Citizen mentioned above, The People’s Pharmacy is a good source of information on prescription drugs.

Read books about the pharmaceutical industry. A recent book by Melody Petersen offers new, chilling information about the increased dependence of Americans on prescription drugs. It’s called “Our Daily Meds: How the Pharmaceutical Companies Transformed Themselves Into Slick Marketing Machines and Hooked the Nation on Prescription Drugs.”

A recent series of articles I wrote for my blog The Survive and Thrive Boomer Guide, called What Boomers Need to Know About Prescription Drugs, also provides useful information. The articles are:

What Boomers Need to Know About Prescription Drugs: The Problem

What Boomers Need to Know About Prescription Drugs: What You Take and What You Spend

What Boomers Need to Know About Prescription Drugs: How to Buy Prescription Drugs

What Boomers Need to Know About Prescription Drugs: How to Avoid Ineffective and Dangerous Drugs

What Boomers Need to Know About Prescription Drugs: Direct-to-Consumer Advertising

What Boomers Need to Know About Prescription Drugs: Prescription Drug Reform

What Boomers Need to Know About Prescription Drugs: How to File Reports About Adverse Drug Reactions

For more information for boomer consumers, see my blog The Survive and Thrive Boomer Guide.