The makers of medical products are finding subtle and sophisticated new ways to target kids — a demographic that can bring them hefty profits now, and could grow up to be loyal, even more lucrative, adult customers.
Drug and device companies have been trying to reach kids for decades, but a STAT examination has found that these efforts are taking new forms. Medical companies are bankrolling classroom lesson plans and comic books, hosting events with costumed characters, and promoting smartphone apps. It’s all aimed at teaching children and teens about certain health conditions — conditions for which there just happen to be treatments marketed by the companies sponsoring the outreach.
