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. 2023 Feb;24(1):17–25. doi: 10.1177/15271544221139455

A Case of Pharmaceutical Messianism Amidst the COVID-19 Pandemic: An Infodemiological Study of Ivermectin in the Philippines

Rowalt Alibudbud 1,✉
PMCID: PMC9760496  PMID: 36518047

Abstract

Pharmaceutical messianism is a manifestation of medical populism. It arises during extraordinary crises, is built on the familiar, endorsed by heterodox authorities, and involves a highly accessible panacea. Amid the politics and public desperation in the Philippines during the COVID-19 pandemic, pharmaceutical messianism can be observed in the form of Ivermectin, a panacea offered to prevent and treat COVID-19. Thus, it may be worthwhile to determine the changes and patterns of public interest toward Ivermectin. This infodemiological study utilized and described Search Volume Index and related queries for Ivermectin from Google Trends vis-à-vis reported societal events in the Philippines to determine changes in public interest in Ivermectin use. It revealed that a tremendous increase in public interest in Ivermectin has emerged during surges of COVID-19 cases, endorsement by politicians and heterodox health authorities, and public distribution of Ivermectin. It also showed that public interest increased as the number of component characteristics of pharmaceutical messianism increased. Search-related queries and topics also showed that the public might be using the internet to inform themselves regarding the use of Ivermectin for humans, including its use for COVID-19. These findings suggest that people may study the endorsed panacea and weigh it against conventional and orthodox treatment during rising COVID-19 cases. Thus, easily understandable, highly searchable, reliable, and trustworthy online information is ever-crucial in this age of information and disinformation.

Keywords: covid-19, politics, ivermectin, philippines, pharmaceutical messianism, medical populism

Introduction

As the COVID-19 pandemic continued, the politics tangled in the COVID-19 responses, and outbreaks have also surfaced to advance political agendas while addressing the desperation and frustration of the public. These tangles between health and politics include claims of panaceas intertwined with populism and subjected to politicians’ misuse of the COVID-19 response to strengthen their political profiles (Lasco, 2020; Sabahelzain et al., 2021). The “invocation of knowledge claims,” which may be detrimental to public health, was among the populist arsenals used by politicians during the COVID-19 pandemic (Lasco, 2020; Sabahelzain et al., 2021). As populists arsenals, these claims can lead to difficulty achieving herd immunity coverage, new outbreaks, and a vicious distrust of social institutions (Recio-Román et al., 2022). Thus, these arsenals could present as obstacles to the effective and efficient delivery of public health services and adversely affect population health in the process. In recent times, these claims have manifested as pharmaceutical messianism (Lasco & Yu, 2021).

Pharmaceutical Messianism

Pharmaceutical messianism is a manifestation of medical populism (Lasco & Yu, 2021). It is a populists arsenal offered to the public as “simple solutions to complex problems” (Lasco & Yu, 2021). Pharmaceutical messianism and its panacea are globally observed as populist solutions offered to health crises. It has manifested in the HIV pandemic, such as the HIV vaccine Vanhivax in Cameroon and the “President's cure” in Gambia (Cassidy & Leach, 2009; Lasco & Yu, 2021; Lachenal, 2017). In recent times, it has been observed during the COVID-19 pandemic, such as the Covid-Organics in Madagascar and Hydroxychloroquine in France and the United States (Lasco & Yu, 2021; Saag, 2020). Its socio-economic repercussions have also been documented. In the United States, the government purchased and stockpiled hydroxychloroquine pills for patients with COVID-19 despite their lack of treatment effectiveness (Saag, 2020). In Madagascar, it has fueled resentment toward health institutions such as the World Health Organization (Lasco & Yu, 2021).

Component Characteristics of Pharmaceutical Messianism

Pharmaceutical messianism has four component characteristics (Lasco & Yu, 2021). First, it arises during extraordinary crises such as a surge of COVID-19 cases. It may be because extraordinary crises present a fertile ground for “messianic” performances, where influential individuals such as politicians can present a quick and easy solution to emergent situations (Lasco & Yu, 2021).

Second, pharmaceutical messianism is built on the familiar. Wherein previous and existing knowledge, practices, and sentiments of certain substances present a possible miracle cure in times of public desperation (Lasco & Yu, 2021).

Third, heterodox authorities often endorse pharmaceutical messianism, whether medical or otherwise. Frequently, these authorities are “alt scientists,” a label that includes licensed physicians, politicians, celebrities, and conspiracists who publicly claim scientific advances despite their partial evidence, pseudo-scientific approach, and, in general, conspiracy theories. Thus, the endorsement by these authorities can bolster trust in the offered panacea (Lasco & Yu, 2021).

Fourth, pharmaceutical messianism involves a highly accessible and affordable panacea. It may be because contemporary healthcare has been inaccessible to most people due to financial constraints. Likewise, health crises tap into the public's desperation and uncertainty for cures which can further spark the need for easily accessible and affordable treatments, especially in developing nations with limited resources (Alibudbud, 2021; Lasco & Yu, 2021).

Ivermectin use in the Philippines Amidst the COVID-19 Pandemic

Ivermectin is among the notable panaceas used in pharmaceutical messianism. It is a human and veterinary anti-parasitic found to have inhibitory effects against SARS-CoV-2 in an in vitro study published online in April 2020 (Caly et al., 2020). Despite the lack of global evidence of benefits, Ivermectin joined the COVID-19 management discourse as a cure and prophylactic panacea in Asia, Europe, and the Americas (Caly et al., 2020; Lasco & Yu, 2021). In the Philippines, Ivermectin has been the publicly offered and endorsed panacea by politicians to combat the COVID-19 pandemic (Lasco & Yu, 2021; Sabahelzain et al., 2021).

Amidst a stricter lockdown in Metro Manila and an upsurge in COVID-19 cases in August 2020, the Philippine Department of Health (DOH) issued a warning against the off-label use of Ivermectin for COVID-19 since Ivermectin lacks Food and Drug Administration (FDA) approval and could cause more harm than good to the patient (Bonquin, 2020). From late March 2021 to the middle of April 2021, the Philippines again experienced a surge in COVID-19 cases that overwhelmed the local health system amidst a slow COVID-19 vaccine rollout. The COVID-19 surge and overwhelmed health system prompted several medical doctors and politicians to support and administer Ivermectin as an alternative medication for prophylaxis and treatment for COVID-19 despite going against scientific and legal restrictions (Lasco & Yu, 2021; Sabahelzain et al., 2021; Talabong, 2021; Yamsuan, 2021). Based on the Philippines’ National Institute of Health (2021), Ivermectin did not show any significant effect on virologic clearance, clinical deterioration, need for mechanical ventilation, clinical improvement, duration of hospitalization, and symptom resolution. Moreover, it showed several adverse effects, including gastrointestinal symptoms, dizziness, rash, erosive esophagitis, and non-ulcer dyspepsia (National Institute of Health, 2021). At that time, oral and intravenous Ivermectin preparations for human use were also unregistered in the Philippines. Under the country's Food and Drug Administration Law, it is illegal to distribute or dispense unregistered drugs, including Ivermectin (Pulta, 2021). These events prompted medical organizations and health authorities, including the Philippine DOH and the World Health Organization (WHO), to issue warnings about the use and lack of substantial evidence regarding the benefits of Ivermectin against COVID-19 (Lasco & Yu, 2021; Sabahelzain et al., 2021; Talabong, 2021; Yamsuan, 2021).

Despite these warnings, some politicians, together with several physicians, decided to publicly distribute Ivermectin in communities in Quezon City from late April 2021 to early May 2021, citing reasons such as “In war, people protect themselves with anything to survive” (Magsambol, 2021; Mercado 2021a). The Philippine Professional Regulation Commission reviewed the physicians involved in Ivermectin distribution because of their actions that may result in them losing their licenses (Magsambol, 2021). Afterward, the Philippine president ordered a local clinical trial of Ivermectin for COVID-19 to attest to its contested effectiveness (Punzalan, 2021). Likewise, the Philippine FDA allowed the limited and compassionate use of Ivermectin in six hospitals in Metro Manila which seemed to stem from popular and political pressure at that time (Galvez, 2021; Lasco & Yu, 2021).

Nonetheless, the Philippine president seemed to share an ambiguous message regarding Ivermectin use for COVID-19 in his weekly press briefing in the middle of June 2021 (ABS-CBN News, 2021; Lasco & Yu, 2021). In particular, he shared that many individuals with COVID-19 from the provinces were cured by an anti-parasitic drug (ABS-CBN News, 2021). However, he reiterated that the government must ensure the safety and effectiveness of Ivermectin for COVID-19 before it can be publicly used (ABS-CBN News, 2021).

By the middle of another surge in COVID-19 cases in July 2021, the previously ordered clinical trial was announced to start in August 2021 (Luci-Atienza, 2021). However, still seemingly unsatisfied, the politician, who publicly advocated and distributed Ivermectin in Quezon City, questioned the DOH and FDA in a social media post for refusing to approve Ivermectin for public use in the treatment of COVID-19. His social media account was blocked due to the incident in early August 2021 (Mercado, 2021b). Likewise, the Philippine president announced that he would leave Ivermectin use at the discretion of doctors and patients, which contradicts his previous announcement of a clinical-trial-based decision (Geducos, 2021).

In general, the component characteristics of pharmaceutical messianism in the Philippines manifested in the endorsement of Ivermectin during the COVID-19 pandemic. Ivermectin, a familiar medication, was offered and further popularized by politicians and heterodox health authorities as a COVID-19 treatment and prophylaxis. Its public distribution enabled communities to access it at no cost. The extraordinary crises observed were the upsurge of COVID-19 cases amidst a slow vaccination program. Thus, it may be appropriate to ask whether the Filipino public's interest in Ivermectin has changed. In particular, did pharmaceutical messianism in Philippine society increase public interest in Ivermectin? If so, what was the public interested in concerning Ivermectin?

Significance

Surveys may be costly in the Philippines due to economic constraints and limited resources during the COVID-19 pandemic. However, given the questions mentioned earlier, online search volume analysis using infodemiological tools such as Google Trends can be a surrogate measure of public interest and awareness. Thus, the present study utilized and analyzed Google Trends data regarding the changes in public interest in Ivermectin in the Philippines during the COVID-19 pandemic. In doing so, its findings contributed to the further understanding of pharmaceutical messianism as it relates to public interest. It also elucidated helpful information that may help guide programs and interventions that promote scientific and evidence-based information amidst health crises, including the COVID-19 pandemic.

Methods

This infodemiological study utilized and analyzed data acquired from Google Trends. Infodemiological studies focus on the “distribution and determinants of information in an electronic medium, specifically the Internet, or in a population, with the ultimate aim to inform public health and public policy” (Eysenbach, 2009). In this regard, the present study determined the distribution of google searches for Ivermectin from January 2020 to November 2021 in the Philippines to further understand pharmaceutical messianism and provide information that may help in evidence-based information dissemination amidst health crises. Furthermore, it does not involve human participants, and the data analyzed were readily available from the public domain. Thus, it does not necessitate local research ethics board approval.

Data Source

The present study utilized data from Google Trends as surrogate measures of public interest and awareness since the internet has been a popular source of health-related information for the public. It has been used to assess and monitor numerous non-communicable and communicable diseases, such as COVID-19 and mental disorders (Arora et al., 2019; Moalong et al., 2021; Nuti et al., 2014; Zhao et al., 2022). It can aggregate all searches for a specific keyword and related concepts in any language using keywords designated as “Topic” (Mavragani & Ochoa, 2019). It can categorize keywords into 25 specific categories and over 300 sub-categories through natural language processing methods (Arora et al., 2019). Its algorithm can determine searches for specific keywords from the global to the city level (Arora et al., 2019). Studies have shown that Google Trends’ data has a moderate to high correlation with surveillance datasets (Nuti et al., 2014). Google Trends can be particularly useful in the Philippine context since about three-quarters of the population (about 73 million individuals) regularly uses the internet, with Google accounting for 96% of the market shares for search engines (Alibudbud, 2022; Manila Standard, 2021; Statista Research Department, 2021).

Measures

Data from the Google Trends system are expressed in search volume index (SVI) and top and rising search-related queries. SVI is the normalized frequency or volume of online searches in the specified period and geographic location using the Google search engine. Google Trends determines SVI using an automated algorithm that anonymizes users’ data, categorizes their search queries, and aggregates these searches as topics (Google, n.d.). Then, the keyword's search volume is normalized against the highest volume of searches within the specified period and geographic location (Alibudbud, 2022; Moalong et al., 2021). Each weekly data point is divided by the total searches in the specified location and time range (Google, n.d., Moalong et al., 2021). The resulting number is expressed using a score on a 0 to 100 scale, where “0” reflects the lowest possible search volume while “100” represents the maximum search volume (Moalong et al., 2021). SVI reflects the changes in the magnitude of interest in a particular keyword (Alibudbud, 2022; Arora et al., 2019; Moalong et al., 2021; Nuti et al., 2014; Zhao et al., 2022). The present study utilized SVI to measure changes in interest for Ivermectin over time.

The Google Trends system also identifies rising and top-related search queries, which are the terms online users search for in the search engine concerning the keyword of interest (Moalong et al., 2021). Top search-related queries have SVIs from 0 to 100 where a value of 100 is the most commonly searched query. The percent (%) increase of rising search-related queries was also included. Percent increase is the percentage of the term's growth automatically calculated by Google Trends and compared to the previous time period (Alibudbud, 2022; Google, n.d.; Moalong et al., 2021). For this study, the previous period is the time prior to January 2020. It can track the changes in public interest related to the keyword over time (Alibudbud, 2022; Moalong et al., 2021). The present study utilized these queries to determine changes in concerns related to Ivermectin over time.

Data Collection

For this study, web-based searches for the keyword “Ivermectin (Medication)” from all categories from January 2020 to November 2021 were analyzed and compared (Accessed on 18 November 2021). This keyword was used to analyze public interest in Ivermectin during the pandemic since it can aggregate all related searches for Ivermectin in all languages (Mavragani & Ochoa, 2019; see Table 1). To restrict the data collected to Philippine-based Google searches, the Region filter was set to “Philippines.” Likewise, the Time Range filter was set from January 2020 to November 2021 to restrict the search volumes to the study period. This period allowed the analysis and comparison of SVIs for Ivermectin three months before the official declaration of the COVID-19 pandemic and three months after the Philippine president left Ivermectin at the discretion of doctors and patients. Afterward, weekly SVIs from January 2020 to November 2021 were recorded and analyzed.

Table 1.

Top and Rising Search-Related Queries Returned for the Keyword “Ivermectin (Medication)” from January 2020 to November 2021 in the Philippines.

Top related queries SVI Rising related queries % increase
ivermectin 100 ivermectin covid >5000%
ivermectin covid 23 ivermectin for covid >5000%
ivermectin for humans 11 ivermectin uses >5000%
ivermectin for dogs 9 ivermectin side effects >5000%
ivermectin for covid 9 ivermectin covid 19 >5000%
ivermectin uses 9 ivermectin in covid >5000%
ivermectin philippines 7 ivermectin for human >5000%
ivermectin side effects 6 ivermectin tablets >5000%
ivermectin dosage 6 ivermectine >5000%
what is ivermectin 4 ivermectin drug >5000%
ivermectin covid 19 4 ivermectin tablet >5000%
ivermectin in covid 3 how to take ivermectin >5000%
ivermectin price 3 ivermectin for covid 19 >5000%
ivermectin dosage for dogs 2 ivermectin tablets for humans >5000%
ivermectin for human 2 side effects of ivermectin >5000%
ivermectin tablets 2 remdesivir >5000%
ivermectine 2 mike defensor ivermectin >5000%
ivermectin drug 2 merck ivermectin >5000%
ivermectin tablet 2 what is ivermectin used for >5000%
invermectin 1 is ivermectin safe for human >5000%
how to take ivermectin 1 evermectin >5000%
ivermectin for covid 19 1 ivermectin for humans 750%
ivermectin powder 1 what is ivermectin 40%
ivermectin tablets for humans 1
ivermectin dosage for humans 1
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Data Analysis

The SVI trend for the study period was descriptively analyzed and compared to significant events in the Philippines related to Ivermectin use during the COVID-19 pandemic. Then, the patterns of search interest over time were noted through the descriptive analysis and comparison of top and rising search-related queries for the keyword “Ivermectin (Medication)”.

Results

Figure 1 shows that the search volume for the keyword “Ivermectin (Medication)” started with an SVI of 1 in the first week of January 2020 and closed with an SVI of 5 in the second week of November 2021. The highest SVI was noted on the first week of April 2021. There were small upward SVI fluctuations in the first week of April 2020 and between the third and fourth week of August 2020. Larger upward SVI fluctuations were observed from the first week of March 2021 to the first week of June 2021 and from the third week of July 2021 to the first week of August 2021.

Figure 1.

Figure 1.

Open in a new tab

Graph Depicting the Trend of new COVID-19 Cases and Google Search Volumes for the Keyword “Ivermectin (Medication)” from January 2020 to November 2021 with Annotations of Significant Philippine Events Regarding Ivermectin use for COVID-19. Note: X Axis – Dates, Left Y Axis – Search Volume index (SVI), Right Y Axis – new COVID-19 Cases, Orange Boxes – Manifestations of Component Characteristics of Pharmaceutical Messianism; Source for new COVID-19 Cases: World Health Organization; Accessed on 1 September 2022, Available from:https://covid19.who.int/data.

The first small upward fluctuation in SVI was observed in the first week of April 2020 (SVI  =  6). This fluctuation coincided with the in vitro study of the inhibitory effects of Ivermectin against SARS-CoV-2 (Caly et al., 2020). Afterward, search volumes again had a slight upward spike in the third (SVI  =  1) to the fourth week (SVI  =  4) of August 2020 during a surge of COVID-19 cases and the DOH warning against the off-label use of Ivermectin for COVID-19 (Bonquin, 2020).

After several months, a considerable rise in search volumes was noted from the first week of March 2021 (SVI  =  8), with a peak SVI of 100 during the first week of April 2021 and the closing point in the first week of June 2021 (SVI  =  11). This increase in search volumes started amidst one of the worst surges of COVID-19 cases in the Philippines. At that time, it was also notable that the COVID-19 vaccination was slow, and hospitals ran out of vacant beds (Lasco & Yu, 2021; Sabahelzain et al., 2021). Likewise, a discussion between physicians, politicians, medical organizations, and health authorities regarding Ivermectin for COVID-19 treatment also took place (Lasco & Yu, 2021; Sabahelzain et al., 2021; Talabong, 2021; Yamsuan, 2021).

A short search volume plateau was also noted from late April 2021 to early May 2021. This plateau coincided with the public distribution of Ivermectin by some politicians and the FDA approval of the limited use of Ivermectin in six hospitals (Lasco & Yu, 2021; Punzalan, 2021).

A noticeable increase was again noted from the third week of July 2021 (SVI  =  10) to the first week of August 2021 (SVI  =  32). This increase coincided with the announcement of the start of the local Ivermectin clinical trial amidst a surge in COVID-19 cases (Luci-Atienza, 2021). In addition, the peak coincided with a politician's scrutiny of the FDA and DOH regarding Ivermectin approval (Mercado, 2021b). From then on, a decreasing search volume trend was noted.

Table 1 shows the top search-related queries for the keyword “Ivermectin (Medication).” It revolved around Ivermectin's pharmacological classification and properties such as “what is ivermectin,” as well as its human use such as “ivermectin for covid,” and animal use such as “ivermectin for dogs.”

Rising search-related queries are the terms that online users also searched for concerning a keyword with the greatest increase in search frequency since the last period (Google, n.d.; Moalong et al., 2021). In the present study, almost all rising search-related queries for the keyword “Ivermectin (Medication),” increased by >5000%. Furthermore, a notable increase in searches for Ivermectin's use in COVID-19 was observed among the rising search-related queries, such as “ivermectin in covid.” At the same time, there were searches for its pharmacological properties, such as “ivermectin side effects,” and human use, such as “ivermectin for human.” It was also notable that there were rising search-related queries about other treatment options for COVID-19 such as “remdesivir” as well as the politician who publicly distributed it, such as “mike defensor ivermectin,” and its manufacturer such as “merck ivermectin.” Contrastingly, there were no rising related queries regarding its animal use. These findings indicate that searches for Ivermectin's pharmacological properties, indications for humans, manufacturers, and the politician who publicly distributed it as well as other treatment options for COVID-19, increased by >5,000% between January 2020 and November 2021 compared to previous years.

Discussion

The present study's findings show a substantial increase in public interest in Ivermectin during its public distribution, surges of COVID-19 cases, and heterodox health authorities’ endorsement. It was also observed that public interest increased with the number of component characteristics of pharmaceutical messianism. Furthermore, search-related queries and topics also showed that the public might be informing themselves regarding the use of Ivermectin for humans, including its use for COVID-19, using the internet. These findings indicate a need for understandable and trustworthy internet information amidst the pandemic.

Did Pharmaceutical Messianism Increase Public Interest in Ivermectin?

The findings show that not all component characteristics are needed to elicit public interest. A gradation pattern was observed where search volumes increase as the component characteristics increase.

It was observed that initial increases in public interest in Ivermectin in April and August 2020 were coupled with an extraordinary crisis such as the surges of COVID-19 cases (Bonquin, 2020; Caly et al., 2020). Thus, it can be assumed that one out of four characteristics of pharmaceutical messianism, which is the presence of an extraordinary crisis during these periods, can increase public interest.

An increase in online public interest further supports this assumption during the first week of August 2021, when a politician's scrutiny and approval of Ivermectin use for COVID-19 based on his sentiments was noted amidst another surge of COVID-19 cases (Luci-Atienza, 2021; Mercado, 2021b). Thus, public interest increased even without the increased public availability through the distribution of politicians. In particular, only three out of four characteristics of pharmaceutical messianism were present during this period, including an extraordinary crisis, pre-existing sentiments, and borrowed heterodox medical claims. Since this period has higher SVIs than April and August 2020, it can be posited that the presence of three characteristics was better than one in increasing public interest in the offered panacea.

The highest public interest was observed when all the component characteristics were present between March and May 2021. At that time, pharmaceutical messianism manifested amidst a slow vaccination rollout and high COVID-19 cases, together with the endorsement and distribution of politicians and heterodox health authorities of Ivermectin (Lasco & Yu, 2021; Sabahelzain et al., 2021; Talabong, 2021; Yamsuan, 2021). These findings show that the presence of all the component characteristics of pharmaceutical messianism elicited the highest public interest. Thus, it can be assumed that there is a gradation pattern where public interest increase as the component characteristics increase.

What was the Public Interested in Concerning Ivermectin?

The top and rising search-related search queries for Ivermectin showed that the Filipino public might be trying to inform themselves through the internet. With topics related to Ivermectin's pharmacological properties and its use for humans and animals, including COVID-19 use. However, it was noticeable that in recent times there were rising search-related queries regarding other treatment options, the politician who advocated for it, and its manufacturers. Thus, these queries suggest that the Filipino public may be using the internet to learn more about the substance as it relates to COVID-19 and the local landscape.

It was also found that there were no rising search queries regarding its use for animals. Instead, there was a substantial increase in its use for humans and its relation to COVID-19. Hence, it seems like public interest in Ivermectin use has shifted from its use in animals to its use for humans, including combating COVID-19.

Implications of the Present Study

In general, the present study shows that pharmaceutical messianism was seemingly effective in spurring public interest and advancing one's political profile. It can also be assumed that the proposed characteristics by Lasco and Yu (2021) of pharmaceutical messianism and its offered panacea do not require all the characteristics to be present to spur public interest. In this study, a gradation pattern was noted. There seems to be a stronger public interest as the characterized components of pharmaceutical messianism increase. Likewise, there was also an increasing public interest as the length and exposure of the public to these elements increased. Thus, pharmaceutical messianism as it relates to public interest seemed to be dependent on the number of characteristics present and the length of exposure of the public to these characteristics.

It can also be assumed that public interest in Ivermectin does not lie alone in the approving norms and increased accessibility conferred by politicians. The findings suggest that the public may remain rational despite despairing COVID-19 surges where a cure, including the offered panacea, is studied and weighed against conventional and orthodox treatment through online information. This offers hope that the use of an unproven, often easily accessible alternative to health crises may be mitigated through increasing knowledge and its resulting attitudes. A caveat in modifying the public interest through online information seemed to lie in disinformation on the internet.

The findings suggest that pharmaceutical messianism and its heterodox medical claims can be modified by limiting the different component characteristics of pharmaceutical messianisms and public exposure to the panacea's information. Similar to the “rise and fall” of hydroxychloroquine as a popular treatment for COVID-19, public interest in a panacea may be decreased by regulating its accessibility and spreading scientific information that refutes its effectiveness claims (Lasco & Yu, 2021; Lee et al., 2021). For instance, the public dissemination of clinical trial results that refutes the benefits of Hydroxychloroquine, such as the RECOVERY trial in the United Kingdom, diminished public enthusiasm toward Hydroxychloroquine (Lasco & Yu, 2021; Lee et al., 2021; Saag, 2020). As a populist arsenal, studies show that pharmaceutical messianism can also be countered through information dissemination and social marketing strategies, including in online platforms (Lee et al., 2021; Recio-Román et al., 2022; Saag, 2020). Hence, there is a need to ensure that online public information regarding this “panacea” and other treatment options is highly searchable and easily understandable. Likewise, there may be a need to educate the public on where to search for reliable and trustworthy online information. The findings also suggest that politicians and healthcare professionals must remain steadfast and careful in using, interpreting, and recommending information regarding the treatment and management of diseases, especially during the COVID-19 pandemic.

Nonetheless, the current literature about measures that address pharmaceutical messianism and its offered panacea is sparse (Lasco & Yu, 2021). Hence, there is also a need to further understand and develop measures that may address pharmaceutical messianism and its offered panacea.

Limitations

It should be noted that the present study has several limitations. First, Google Trends reflects the online interest, intention, and awareness of those who have and use the internet and the Google search engine (Moalong et al., 2021). Thus, the findings and insights from this study may have limited generalizability toward the whole Filipino population. Second, Google Trends data, particularly SVIs, are relative values rather than absolute due to the normalization of search volumes. Hence, it does not provide precise values about the changes in search volumes for the keyword “Ivermectin (Medication)” over time (Moalong et al., 2021). Lastly, online public interest is a surrogate and alternative measure for public interest and awareness. Thus, traditional measures, including surveys, may provide a better perspective regarding the Filipino public's interest in Ivermectin (Moalong et al., 2021). Despite these limitations, this study elucidates an approach that can be a practical, cost-effective alternative to resource-scarce countries such as the Philippines in elucidating public interest, intention, and awareness towards “panaceas” endorsed to the public through pharmaceutical messianism.

Conclusion

Overall, public interest in Ivermectin seemed to increase with the characteristics of pharmaceutical messianism. While not all characteristics of pharmaceutical messianism need to be present to elicit increased public interest, a graded pattern was noted where a higher number of component characteristics seemed to equate to a higher public interest. Furthermore, analysis of the search-related queries also indicated that the Filipino public may be self-educating themselves regarding Ivermectin and its use for COVID-19 through the internet. Thus, easily understandable, reliable, and trustworthy internet information is ever crucial during the age of information and disinformation amidst the pandemic.

Acknowledgments

None.

Author Biography

Rowalt Alibudbud is a nurse, psychiatrist, and faculty member of the Department of Sociology and Behavioral Sciences of De La Salle University, Manila.

Footnotes

Data Availability: The data used for this study are publicly available.

There was no potential conflict of interest identified. There was no financial support received for this study.

Funding: The author(s) received no financial support for the research, authorship, and/or publication of this article.

ORCID iD: Rowalt Alibudbud https://orcid.org/0000-0003-2609-794X

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