“Putting Patients First”: Systematically Distorted Communication and Merck's Marketing of Vioxx

Abstract

An estimated 27,000–60,000 patients died while taking Merck's drug Vioxx between 2000 and 2004. This essay uses Deetz's treatment of systematically distorted communication and Nilsen's significant choice to analyze Merck's communication about the drug. The company claimed publicly to be forthright about Vioxx's safety. The article shows, however, that Merck systematically distorted communication through neutralization, topical avoidance, and disqualification in ways that thwarted physicians’ and patients’ abilities to make an informed choice about Vioxx. The analysis shows that Merck employees’ consent to economic priorities framed these communication practices as legitimate and rational within the organization. The same practices, however, appeared socially irresponsible to members of the scientific community outside the company. In contrast to Merck's practices, the essay offers more participatory communication applications that uphold companies’ moral obligation to their stakeholders.

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