Healthy Skepticism Library item: 16403

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Report

Singer JG
Pharmaceutical Promotion At Its Productivity Frontier
: Bluespoon Consulting 2009 Sep 3
http://www.bluespoonconsulting.com/whitepapers/Productivity Frontier Briefing Note.pdf

Abstract:

Degrading Trends

How do you market your products when the operating environment bans your marketing?

Lost in forecasts and speculation about potential benefits and drugs from Pfizer/Wyeth, Merck/Schering-Plough, and Roche/Genentech is dialogue about how these new drugs would be sold when the whole system of pharmaceutical marketing is disintegrating.

During 2008, according to the National Conference of State Legislatures, at least 20 states proposed new legislation requiring marketing disclosures by drug manufacturers, restricting direct-to-consumer advertising of prescription drugs, or prohibiting prescription information from being sold for commercial purposes. A ‘special commentary’ in the March 31, 2009 Journal of the American Medical Association encourages professional medical associations to work toward a “complete ban” on pharmaceutical industry funding of sponsorships, branding, and continuing medical education (CME); the American Psychiatric Association has already begun to phase out these activities.1 Across the country, major medical centers and schools are revising conflict-of-interest policies with industry, creating significant new restrictions not just on simple gifts (like candy, notepads and pens), but spanning facility access, consulting arrangements, interactions with staff, samples, and other educational events. Congress is currently considering legislation for a new ‘academic detailing ‘program designed to counter promotional claims from pharmaceutical marketers…