COMMERCIAL CRITIQUE PAPER

Abstract

This document provides a critique relating to direct advertising to consumers in pharmaceutical drugs for the treatment of the gastrointestinal disorder by looking at commercials on the Internet, print and TC. The paper will also provide a description of the Pathophysiology of the GI disorder Pathophysiology and how the herbal/ medication alters this Pathophysiology.

 There are various advertisements in America today for over the counter prescriptions drugs that are for various gastrointestinal tract disorders and its manifestations such as hemorrhoids, diarrhea acid reflux, and constipation.

 The irritable bowel syndrome (IBS) also known as the Spastic colon is one of the disorders of the gastrointestinal tract that affects about 10% to 20% of residents of the United States. It has an incident rate of 1 to 2% (Diseases, 2006, p 713). Spastic colon is a condition that affects all age groups, and it is much more common among women from age 20 to 30. The condition is by chronic diarrhea alternating with abdominal cramps, constipation, and excessive mucus discharge and gas. It is also gas, bloating, the urgency to defecate and to feel of incomplete evacuation. The symptoms cannot be in a biochemical, mechanical or overt way. The symptom –based and validated criteria for the diagnosis of irritable bowel syndrome are predictive. It is when there are no any other alarming symptoms such as fever, weight loss, and intestinal bleeding (Small, Intestine, 2011). One precise cause or specific process is unclear. However, various factors may cause spastic colon.

 Factors such as increased secretion, abdominal contractions, and colon and intestine hypersensitivity are common with spastic colon condition. Psychological discord, anxiety and stress are also factors that exacerbate with IBS and spastic colon. The mast cells intestinal degranulation can also cause the release of mediators like cytokines, serotonin, and histamine. They facilitate the response of afferent fibers that induce a broad range of other systemic symptoms such as the visceral pain. It is a major symptom among IBS patients (Small Intestines, 2011). The contraction and relaxing of the intestinal wall muscles as food goes through the stomach through the intestinal tract. Gut motility usually gets altered with spastic colon especially during the digestion of certain foods. The contraction process of the intestinal wall muscles is always stronger and last for a long duration. It causes food to accelerate via the intestinal tract causing bloating, pain, gas and diarrhea (Kellow, n.d, p. 1).

 There are no prescriptions medications for curing spastic colon, but the available medications only help to control these symptoms. The Donnatal extend release is an internet advertisement of GI medication. This advertisement indicates that the action o f this drug combination include hyoscyamine sulfate, Phenobarbital, belladonna and the atropine sulfate. The drug provides antispasmodic/ anticholinergic action as well as mild sedation. When the actions of each of the drug review, it was found that all the drugs apart from the Phenobarbital have the anticholinergic effect. The class of medications of Anticholinergic prevents the parasympathetic nerve impulses by blocking the neurotransmitter acetylcholine binding to it is in nerve cells receptor. The parasympathetic system nerve fibers have the responsibility of supporting involuntary nerve movements within the smooth muscles found within the gastrointestinal tract (Eglin & Vallerand, 2003).

The sedative action within the Donnatal is from the sedative phenobarbital. Thus, the advertisement statement regarding Donnatal action is accurate and straightforward because the intestinal tract muscles slow down its contractions and enables normal intestines motility somehow after administering this medication. This advertisement of Donnatal provides the indications that this drug is an adjunctive therapy for irritable colon, IBS, acute enterocolitis, mucus colitis, and spastic colon. However, it also indicates that this medication is possibly effective according to the review of the drug by FDA, National Research Council and the National Academy of Sciences (Extend Tabs of Donnatal, 2011).

The motioning of a drug to be “possibly” effective by FDA means that consumers should not take the drug and have to consider all its side effects and adverse effects. Why should one take a drug that is deemed to be “possibly effective” and risk experiencing all its side effects? The advertisement provides suggestions of its benefits within 12 hours as an extended release formula. The advertisement also mentions that the benefits can be witnesses among patients with IBS, who suffer through the night because of its extended versions. However, most people do not suffer throughout the night with IBS and spastic colon. It is because during the night hours, when one is asleep, there is a drop of contractions of the large and small intentional walls. It is unlike the same activity during the day (Kellow, n.d, p 2).  The consumer is also given several safety warnings whenever there are heat prostration and high environmental temperatures. The main symptom is when it occurs with belladonna alkaloids. It is a condition characterized by heatstroke and fever because of decreased sweating.

An early symptom of incomplete obstruction of the intestine is diarrhea, especially for patients with colostomy and ileostomy. Treatment for this instance by using the Donnatal Extend tabs is possible harmful and inappropriate. It is because the tabs may cause blurred vision and drowsiness. Patients have to know the warning that these side effects may occur and should not engage in activities that require their mental alertness such as operating a machine or driving a motor vehicle. They should also not perform any hazardous work. The effects of anticoagulants decrease through Phenobarbital and may call for the need of larger anticoagulant doses to obtain an optimal effect. Discontinued use of Phenobarbital needs to decrease the anticoagulant dose. Phenobarbital can inhibit forming and should not be given to individuals who are prone to addiction or those who have a history of psychological and/or physical dependence on drugs. Because the liver metabolizes barbiturates, they have to be used with caution and small doses should be administered to patients who suffer from hepatic dysfunction (Donnatal Extend Tabs, 2011).

 Constipation is an adverse effect of this medication. Constipation is, therefore, a negative reaction to this drug while diarrhea is its safety concern. These effects are also the spastic colon symptoms. Therefore, the question is how a consumer can determine if they are the symptoms of their GI condition or symptoms are from this medication.

 The main message to consumers is shown by stressing on their control of their condition both during the night and day when taking the extended-release tablets.  Thus, the advertisement builds a sense of confidence, and it is the reason as to why physicians have prescribed the medication successfully for more than thirty years accompanying it with other therapies. It is despite the statement from the FDA about Donnatal extends tabs as being possibly efficient and can be used as an adjunctive clinical therapy. There are no any recommendations from FDA of this drug or any other statements that help to vary the Donnatal extend pill vitality. The advertisement does not also mention any studies to support the claims it makes. It is not a medication that we can recommend it because the advertisement is not compatible with any studies to support it. We will also not recommend it because of its adverse effects and warnings

 An alternative therapy to the spastic colon is the peppermint oil. The MD advertisement by Dr. Andrew Weil of peppermint provides a reliable account of the medical condition and how this herb can help a patient. The herb can be used to help patients with chest congestion and common cold by breathing it in or rubbing it on the chest. It also helps in relieving nausea, heartburn, irritable bowel syndrome, chronic intestinal ailments and the diverticular disease (Weil MD, 2011)). Though this advertisement mentions that peppermint can help in treating IBS among other intestinal condition, it does not mention it is physiological and pharmacological effects on the intestinal tract. Various studies support the fact that peppermint and help in smoothening the intestinal tract muscles and relaxing them (Kligler, 2007). However, these studies are not mentioned in the advertisement. This advertisement is well constructed but with little information for consumers. There is no mention of benefits, side effects and adverse effects. Thus, this advertisement will not persuade customers, and most of them will not buy it. From personal research, some studies show that peppermint is helpful in acting as an antispasmodic will limited side effects and can help in treating IBS/ spastic colon. Thus, we would prefer to use peppermint than Donnatal because it is effective in relating and smoothing the GI muscles to provide an antagonistic effect with no adverse side effects (Kligler, 2007).

 References

 Deglin, J, & Vallerand, A (2005). Davis’s Drug Book for Nurses. In T. Hopkins (Ed.), Davis’s Drug Guide for Nurses (9th Ed.). Philadelphia: Davis Company.

Donnatal Extend Tabs. (2011,). Donnatal Extend Tabs: All day all night. 

Kellow, J. (n.d) Gut Motility: In Health and Irritable Bowel Syndrome. 

Kligler, B (2007) Peppermint Oil. American Family Physician.

Professional guide to diseases (2006) In S. Etkin, D. Lenker, & E. Mills (Eds.),

Diseases (8th edition, p. 927). Philadelphia: Lippincott Williams & Wilkins.

Small IntestineEnteric Bacteria factor for IBS/Spastic colon [Com]. (2011).

Weil MD. (2011,) Peppermint Oil. Weil Lifestyle. 

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in graduate paper writing service if you need a similar paper you can place your order from custom research paper writing service.