Marketing
In 2010 Nurofen received a Shonky Award from CHOICE, the Australian independent consumer watchdog. The award was given for taking painkillers with the same ingredients and marketing them for specific parts of the body at varying prices. Significantly, the fast-acting painkillers labeled for specific pain types were priced higher that the general variety (in some cases almost double the price), while they all contain the same ingredients and work in the same way. The Shonky Awards are designed to expose companies with dubious marketing practices.
Ibuprofen works by blocking the action of cyclo-oxygenase (COX) which is involved in the production of various chemicals in the body, some of which are known as prostaglandins. Prostaglandins are produced in response to injury and certain diseases and conditions, and cause pain, swelling and inflammation. NSAIDs block the production of these prostaglandins and are therefore effective at reducing inflammation and pain.
Nurofen's slick marketing places the product in a higher value price bracket by using a range of claimed delivery methods to produce quicker dispersal into the body and thus, quicker pain relief. The veracity of these claims, while feasible, is unclear but if there is a difference this will be minimal as individuals' metabolisms vary. People taking either Nurofen or Ibuprofen should follow the instructions closely, however it is worth noting the cost of generic forms of Ibuprofen is much lower than the cost of Nurofen for the same active ingredient. Nurofen's marketing is highly effective, its price being likely to have an assisting placebo effect on the active ingredients.
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