In some really lousy medical journalism, Nancy Dow of
The Oregonian wrote a July 12th
article on Sally Field and the osteoporosis drug Boniva. Dow completely failed to mention that Sally Field is
sponsored by Roche Theraupetics, the manufacturer of Boniva. (Gary Schwitzer
pointed this out on his blog a few days after the article came out.) Dow gives her readers the impression that Sally Field is just another happy customer of the drug, selflessly singing its praises. I have a message into the Chandler Chico Agency, who handles
PR for Boniva, asking how much Field was paid to endorse Boniva.
Dow also fails to note the side effects of Boniva (
all drugs have side effects), which
can include damage to the esophagus, muscle pain, joint aches, and low-grade fever,
including jaw necrosis--death of jaw bone tissue. There's no mention of any clinical trials that prove the efficacy of Boniva, or anything that gives the reader a sense of how Boniva compares to other potential therapies, including the other drugs on the market, Fosamax and Actonel.
She had the opportunity to write an article that dove into the evidence and laid the
entire story out for her readers, but Dow and
The Oregonian chose instead to write a nice unpaid advertisement for Roche. I'm sure the company is very grateful.