Merck's Response to the Vioxx Debacle

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In 2004 Merck was met with serious accusations against the drug known as Vioxx. Vioxx was causing heart complications and increasing the odds of stokes within the patients using the painkiller, in which some cases were fatal. However, according to articles the foremost issue wasn’t Vioxx itself, but rather Merck knew since 2000 that Vioxx possessed these side effects and Merck decided to cover it up for four years, clearly leading to serious public relation issues. Merck was required to preserve the company’s reputation after numerous articles were released, reflecting negatively on Merck’s conduct due to the actions of the Vioxx case. To react to the Vioxx catastrophe, Raymond Gilmartin the company’s CEO, Chairman, and President released two letters titled “For 100 years, patients first” and “An Open Letter from Merck” in attempt to refute allegations over their handling of the drug Vioxx. These open letters try to counter the negative press and regain public trust by using the following three strategies: using the method of building ethos with the audience; emotional appeal to the audience to reestablish confidence with its customers; and emphasizing Merck’s high standard of integrity and the ethical response to the withdrawal of Vioxx. Merck’s letters utilize Aristotle’s idea of building confidence the reader based on some of the fundamentals of ethos: good judgment, and the ability to see beyond their own needs. This strategy is used in attempt to reestablish credibility and refute The Lancet and The Wall Street Journal articles condemning Merck for their unethical actions. The Lancet writer states that Merck and the FDA “acted out of ruthless, shortsighted, and irresponsible self-interest.(Lancet)” Merck answered the allegations with two open letters which establish Merck’s good judgment by always putting the patient first. Merck’s CEO also states that the company performs “extensively studying Vioxx before seeking approval to market it. (Merck OL)” In the previous quote, Gilmartin stresses that the company did its homework before releasing Vioxx. Pursuing this further, to reassure the ethos technique is successful; Gilmartin goes on to say, “Our scientist conduct research in area such as diabetes, Alzheimer’s, and cancer.” This is certainly a statement that is almost certain to target emotions of people Merck’s CEO also displays the company’s long history of the selfless attitude that Merck embraces to help others. Gilmartin validates this through stating, “These actions (pulling Vioxx) are consistent with the actions of putting the patient first, (Merck OL&PF)” “for 100 years Merck has produced life saving benefits (Merck PF)” and “it’s these fundamental priorities that have enabled Merck to bring medicines to people who need them.

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