Bone Sincere

Sally Field is pimping Boniva, an osteoporosis-prevention medicine that positions itself as being better than other similar medicines because you only have to take it once a month. Sally was just saying that her girlfriend told her that she has to set aside time once every day to take her osteoporosis medication, so when she learned about the once-monthly regimen of Boniva, she was like, "I can handle that."

I hate being lied to. Especially by people who are being paid to try and trick me into thinking they're sincere and real. Nothing about Sally's story rings true. Her "friend" never seems to have a name. And frankly, how does Sally tolerate a whiner who thinks taking a pill once a day is too time-consuming to be endured? How about the time this friend wastes talking about how much time it takes? It's not a very powerful marketing message. Not being a hunchback is much more compelling than having thirty extra seconds every day. And I'm also assuming that if you're old enough to be worried about being a hunchback, you're probably taking other pills every day, too. You know, the pills that keep your heart from stopping willy nilly. And the pills to keep your sciatica from flaring up. And the pills to keep your trick knee from going tricky. So just throw your osteoporosis pill in with all the others. Amortizing the pill-taking time across all of these other medications makes it virtually negligible. Unless osteoporosis medication comes in a really complicated bottle. In which case, I suggest to the makers of Boniva that designing a bottle that's more like a Zip-Loc bag might also be a nice way to go, product development-wise.

Sally Field, don't drink coffee into the camera and tell me you care about your friends and their bones. I don't buy it for a minute. And I'm pretty sure that's not your kitchen either.