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Aleve Back & Muscle – A Miracle of Modern Medicine Marketing

Many people like Aleve because its pain relief is supposed to last for 12 hours. Now they have a new product — Aleve Back & Muscle Pain — and a new commercial to help launch it.

We were curious about the new product and wanted to see what additional ingredients they added. So we checked the back of the regular package and compared it to the new one.

*MOUSE PRINT:

Aleve comparison

They are exactly the same. The only difference is the box.

We asked Bayer why they came out with a “new” product that really was just the same as the old one. A spokesperson replied:

Aleve Back & Muscle Pain offers the same long-lasting pain relief from Aleve. This product is meant to help consumers understand the various pains Aleve can relieve.

We say, the answer is: marketing and taking up shelf space!

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The Doctor??? Will See You Now

We received an email from John S. of Massachusetts last week inquiring about an urgent care center that he goes to and that he has heard advertised on the radio. It is called American Family Care.

The consumer says that while he has gotten good care from a physician’s assistant there, their radio ads tout their great doctors.

Indeed a review of their website reveals repeated claims that they are staffed by physicians (and other medical professionals).

staffed by physicians

——
AFC Physicians

There’s no need to make an appointment, you can just walk right in to see a doctor.

The company’s website also claimed that all its doctors are board-certified.


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AFC Board Cert

MOUSE PRINT* CHECKS THE CLAIMS

We called 10 Boston area American Family Care locations last week and asked if they always had a doctor on duty. In nine out of 10 locations, they said “no” — not every day, maybe three days a week, it depends on the week, it’s the luck of the draw, today it’s a nurse practitioner, not on Wednesday, etc.

But a funny thing happened just a day after we started asking the company’s chief marketing officer questions about its claims about locations being staffed by board-certified doctors. The webpage where the company talked about its board-certified doctors was changed to read that it had board-certified doctors at “many” of its locations. And it also removed claims that all its doctors were board-certified and that they periodically check to make sure the board-certification is still in effect.


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revised webpage

We asked the company to explain why it was representing that patients could see a doctor without an appointment when, at least in the Boston area for the locations checked, it was a hit or miss affair at the time. (Staffing levels may differ in other parts of the country.) We also wanted to listen to or get a transcript of the radio commercial the company was running to see what they were claiming about their doctors. The company never answered our questions nor provided the commercial despite three requests.

One last thing. Not every patient and not every medical issue requires the attention of a doctor. Other health professionals are well-equipped to handle many routine medical problems. The point, however, is that if a company tries to distinguish itself as being staffed with doctors, that is whom patients should reasonably be able to see if they so choose when they visit.

Do you know who’s treating you when you go to an urgent care center? Is it a doctor, a physician’s assistant, a nurse, or some other type of clinician? You have a right to know. Ask!

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Even Our Readers Get Tripped Up by the Fine Print

Mouse Print* readers are a savvy bunch, but even the best of them may get caught by surprise by the fine print they find after making a purchase.

Tom B., who is a professional landscape contractor, recently was looking for a good quality garden hose nozzle for a commercial customer. He thought he found the perfect product — a Gilmour professional nozzle, with a lifetime warranty and tested to a pressure of 250 pounds per square inch:

Gilmour nozzle

Our landscaper became disenchanted after trying it, and discovering the fine print on the back of the package.

*MOUSE PRINT:

Gilmour nozzle warning

Although the nozzle is tested to withstand pressures of up to 250 PSI, the company warns users not to subject it to pressures over 60 PSI.



About six months ago, Tony P. bought a MacBook Air from Micro Center and was convinced to buy an extended warranty for $79, being told it would “cover everything” for a year.

Sure enough, a couple of keys came loose from the keyboard last month and he couldn’t re-attach them. So, Tony went back to the store, expecting a quick fix. Instead he was told that Apple requires them to replace the entire keyboard. What really upset him was that the cost of the repair — $280 — would be deducted from the total dollar amount of repairs he is entitled to under his contract. Huh? This is the first time Tony is told there is limit on repairs, and he was never given a copy of the actual extended warranty when he bought the laptop.

Sure enough, in the terms and conditions statement of his service contract, there is language to limit the issuer’s liability to the price of the computer purchased:

*MOUSE PRINT:

Administrator may elect, at Administrator option, to buyout the Service Contract during the coverage term for the lesser of (I) current market value of a Covered Product with equivalent specifications or (II) purchase price of Your Covered Product minus sales tax and claims paid.

Who would ever suspect there was a clause allowing the provider to get out of all future liability when they have paid for repairs equal to the purchase price? (If this were challenged in court, it is unclear if a judge would even enforce this clause.)

Our consumer was advised to buy the missing two keys online for about $15 and save the benefits of his plan for a more serious repair.


If you come across a nasty bit of fine print in an advertisement, product label, or contract, please let us know.

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