TV Influence

Yesterday, after finding a certain product to be unavailable at the drug store (Walgreen’s), I looked for it in the personal product area of a Meijer store.  I ended up talking with a conversational pharmacist who put a different spin on my search.

He: (A trim gentleman probably in his late 30’s comes out from the pharmacy to the aisle to help me after my quick description through the window.) What is the name of the product again?

Me: NewGel+E.  It is an anti-scarring silicone product for people who form keloid or hypertrophic scars.  It was highly recommended by a physician who deals with this kind of thing. (I casually sling around the buzz words as if of course I talk medical jargon every day, feeling competent to engage in further conversation with this professional man in his crisp, clinical white coat.)

He: Ummmmmm, let’s see.  Over here.  We have this brand that retards scarring, and that brand, but nothing with silicone.  (I can tell he WANTS to find my product, but knows it is doubtful.  He rubs his chin between his thumb and forefinger and hums in a low voice as if to suddenly charm NewGel+E onto his shelf, right there in that spot between this brand and that.) Now this brand, it is the most popular – and that brand, it would work just as well but costs a little more.  But I’ve never heard of NewGel+E. (He looks at me apologetically, and yet I sense from his body language that the conversation isn’t over yet.)

Me:  That’s fine – thanks for your help!  I think I’ll keep looking.  I know I can order it online, but was trying to avoid paying the postage.

He: The internet will probably be your best bet. (He maintains his stance and points with one finger.) OR, I can tell you how to get that product in here!

Me:  HOW?

He: (He seems genuinely delighted that I’m willing to hear him out, and plants his feet wide apart as if physically positioning for an oration.) Have it promoted on Dr. Oz or Oprah. We always have a flood of demands for any health item that makes it onto those shows.  See this?  (He points to a jar of some sort of skincare product.)  We didn’t carry this item, but then had so many requests in a single day after it showed on Oprah that we decided we had to!  So just air your product on those TV studios and I promise we’ll have it here the same week.  No matter what it is.  Or what it does. Or doesn’t do.  (He chuckles with just a hint of cynicism and rocks his feet back and forth from heel to toe.)

Me: REALLY??  (I pause briefly before launching my response.) That’s such a commentary on our culture - high visibility promotion with celebrities is more important than quality!! (I shake my head, as if of course I already knew this.)  The produce lady told me about ordering exotic food in response to the Food Network shows, but in the health area it's hard to know public demand based on a TV show determines availability!

He: (He turns to go but keeps talking over one shoulder.) All I can say is this.  Your product could be the best one available, but the general consumer will never know, nor will those in his/her local pharmacy, until the celebrity media says so.  So good luck!  Maybe someday I’ll have it for you …. if Oprah or Dr. Oz give me the green light! (He winks, with a thumbs-up, and disappears behind the pharmacy door.)

Today I’m placing my order online.  Paying postage.  Wondering what it takes to appear on Oprah or Dr. Oz, and whose purse starts it all and ends up raking in the profits.