The Johnson & Johnson's Tylenol Controversies

            



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MAKING THE PUBLIC AWARE OF RISKS

In September 1997, the FDA’s OTC drug advisory committee recommended additional changes in the labeling for acetaminophen used in painkillers. The FDA wanted manufacturers to explain the correct dosages for children under two years, instead of simply directing parents to consult a doctor before using the medication.

In October 1997, J&J announced that it would inform parents about Tylenol’s side effects on children through labels and advertisements (See Table III). The new labels cautioned consumers against overdose. From November 1997, J&J also released magazine and TV ads informing parents about correct dosages.

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 Table III

Changes in the Label of Tylenol as per New Fda Rules

?         Added the warning “Read the instructions carefully" to the front panel of all Children’s Tylenol dosage forms.

?         Changed the language to emphasize the importance of using the specific dosing device –for example, dropper or cup – that came with the product.

?         Added the statement “Taking more than the recommended dose (overdose) will not provide more relief and could cause serious health risks" to ensure that parents and other caregivers understand that there is no advantage to exceeding recommended doses.

?         Changed the front panel of Infants’ Tylenol drops to read ‘Concentrated Drops’ instead of ‘Suspension Drops.’

Source: www.fda.gov

QUESTIONS FOR DISCUSSION:

1. “J&J was lauded for its quick decisions and sincere concern for its customers, during the product tampering crisis in 1982." Discuss briefly J&J’s strategy which helped regain its market share and customer trust.

2. Despite bad publicity and costly legal settlements, J&J was reluctant to put adequate warnings on its Tylenol tablets. Why was J&J hesitant in warning the public?

3. What are the alternatives available to the management to overcome the overdose controversy? How far do you think would the steps taken by the company help it to tide over the controversy?

4. Do you think there is a conflict between the economic performance and the social performance of J&J in the Tylenol overdose controversy? Recommend the methodology that would help J&J reach right, proper and just decision.

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