Why has major media so changed its attitude toward celebrity health programs backed by pharmaceutical companies? How will this heightened sensitivity affect your company's marketing efforts?

A The New York Times article titled "Heartfelt Advice, Hefty Fees" kicked off the controversy. The article stemmed from an appearance by movie actress Lauren Bacall on "Today" in which she plugged a prescription drug for macular degeneration. The next day CNN aired a segment about these "hidden commercials" and announced that henceforth, as a matter of policy, all such celebrities would be identified during interviews as paid spokespeople. Reuters and Salon.com came out with me-too pieces.

Suddenly, the landscape changed. "Today"—the Holy Grail of TV placements for such campaigns—virtually declared itself off-limits for branded celebrity disease segments. USA Today, too, practically closed its door on such campaigns. Associated Press refused to name the medication a celebrity was taking on grounds it would be unduly commercial. Soon celebrity health campaigns, previously widely accepted practice, were termed "stealth" marketing and worse.

Why the big to-do? Through recent news coverage, and in our own extensive conversations with members of the media, we've learned that the overriding issue is that of disclosure. Some TV producers and newspaper editors have accused public relations people of offering celebrity health guests without identifying who was footing the bill. In one instance, a TV producer said nobody gave her a heads-up that a celebrity would mention a drug on-air, taking her by surprise. One CBS producer was quoted as saying that celebrity spokespeople for pharmaceutical companies was something "brand new."

Growing scrutiny of the pharmaceutical industry is an underlying factor. Bulls turned into bears on Wall Street, corporate scandals broke out, and grassroots complaints about high Rx prices and lawsuits over generic competition spread.

Nevertheless, celebrity health campaigns still have value. They work—for our clients, for our third-party partners, for the medical profession and for the general public. They educate. They leverage marquee value for a greater social good. They get results—hardcore, verifiable, quantifiable results. Interviews are conducted, media impressions generated, and key messages delivered. Patients initiate discussions with physicians, take diagnostic tests, and treatments are prescribed. Health is improved. Case closed.

Keep in mind, too, that some top media outlets—People, Parade, "The View" and Prevention, among others—still love celebrity health campaigns no less than ever before.