Paul Harvey Ocular Nutrition Duped – Pg. 2
If you have not read Part 1 yet read it now. Basically Hi-Health made unsubstantiated claims that their formula was able to repair damage from age-related macular degeneration. Their marketing plan used a well know spokesman, known for telling the truth to pass along their advertising. This became known as “paul harvey ocular nutrition” or “Paul Harvey’s Premier formula for Ocular Nutrition”.
As I mentioned in the previous post I am very fond of Paul Harvey and his radio program. I believe these unscrupulous business people used him and the weight of Paul’s radio show. This did work very well for hi-health, Paul Harvey does his job very well and there are still people looking for this formula.
“The FTC’s complaint alleges that the Hi-Health made unsubstantiated claims that their Premier Ocular Nutrition formula ‘restores vision lost from age-related macular degeneration and eliminates floaters’, and falsely claimed that nutritional studies in responsible medical journals confirm that the ingredients available in Ocular Nutrition may help individuals with cataracts and/or floaters.”
Now according to the FTC, there are no nutritional studies in responsible medical journals that confirm the respondents’ claims. According to the complaint, and a statement issued by the National Eye Institute, verified this as well.
Yet there is more: In addition, the complaint alleged that Hi-Health falsely claimed that a study shows that 83 percent of ophthalmologists recommend or prescribe “their” Ocular Nutrition to treat age-related macular degeneration and cataracts.
Now, whoever Hi-Health used as a copywriter was a professional. They used the idea of Paul Harvey pulling from his own “Mail bag” to market their Ocular Nutrition Formula. In my research of salesmanship a primary ingredient to any sales page would be good testimonials. Especially if they appear to be unbiased.
Here’s some shortened examples that built the case against Hi-Health:
Paul Harvey [script]: Page four. Mr Harvey –I’m reading from the mailbag — I’m a man of 83. I had macular degeneration for four years. I was beginning to think that I’d have to spend the rest of my life in the dark. And then we heard you talking about Ocular Nutrition.” … (Who other than copywriters start a sentence with And?) … [after taking Ocular Nutrition] I could see a beautiful sky filled with millions of stars…
Another: “By the way, a doctor in Chula Vista, California says, with Ocular Nutrition the floaters in his eye that had been there for two years vanished in two weeks with Ocular Nutrition…”
Still Another: “Two years ago, I was diagnosed with macular degeneration and no chance of improvement. I could not read the newspaper. But my loving wife heard…and ordered some Hi-Health Ocular nutrition.
My vision steadily improved. I can read the paper again. What a marvelous feeling…”
Wow, very strong marketing material right there! This stuff was such powerful copy I remember thinking maybe I needed to buy some of those vitamins too.
There are more stories written by the copywriter that were extremely alluring. When people get something like AMD, coupled with the thought of loosing more of their eye site they get desperate to try anything to save it. I believe Hi-Health preyed upon AMD Patients suffering from a disease.
Now all this was alleged and finalized with a “Consent Agreement”. According to a statement on the FTC’s website: “NOTE: A consent agreement is for settlement purposes only and does not constitute an admission of a law violation.”
Let’s use some garage logic or the smell factor…if it stinks it’s probably bad.
If you would like to read the rest of the marketing transcript you can see it here
Here is a statement mentioned that the FTC did not Argue in this case:
“Today’s newest nationwide study of ophthalmologists reveals that 93% of these professional ophthalmologists are now recommending nutrition therapy.” There must be truth to this, or the FTC would have brought that up as well.
The FTC works for the consumer to prevent fraudulent, deceptive, and unfair business practices in the marketplace and to provide information to help consumers spot, stop, and avoid them. To file a complaint in English or Spanish call toll-free, 1-877-FTC-HELP (1-877-382-4357).
The FTC enters Internet, telemarketing, identity theft, and other fraud-related complaints into Consumer Sentinel, a secure, online database available to hundreds of civil and criminal law enforcement agencies in the U.S. and abroad.