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The Chronicle of Healthcare Marketing - June 2009

The Chronicle of Healthcare Marketing - June 2009

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Published by: Pharmaweenie on Jul 19, 2010
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09/09/2010

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Thisblogpostseemedtocaptureasenseofth frustrationmanymarketersareexperiencingas  pharmaslowlyadaptstonewmethodsofinter- actingwiththeircustomers—doctorsand  patients.Thepostisreprintedherewithpermission,andwesuspectyou’regoingtohavealottosayaboutRichman’sview.Sendusanemailat health@chronicle.org 
By
JonathanRichman
SpecialtoTHECHRONICLEOFHEALTHCAREMARKETING
I
FIGURETHISARTICLEISTHEONE
that’llgetthemostcommentsever.It’sgoing tobetheonethatprobablyoutragesyouthemostormakesyouthinkthatI’vecompletelylostit(whichperhapsIhave).Here’swhyI’mwritingthis.I’vegot-tenreallytiredofallthediscussionaboutsocialmediainpharmaandhealthcare.I’vegrownboredwithallthedebateson whytheseindustriesshouldusesocialmedia,andthisisdespitethefactthatIfindmyselfwritingandtalkingaboutitallthetime.So,inanefforttomovethedebatealongtosomethingdifferent,Idecidedtocomeupwithalistof10otherdigitalmarketinginitiativesthatpharmacompaniescouldtrythatmakebasicsocialmediaprogramslooklikechild’splay.Imfairlysurethatnocompanyisreadytotaketheseon,buttheyshouldstartgettingready.Someofthesejustmightbethenextbigmarketingchannelorideathat’llvaultsomecompanyahead
     ©     M     M     I     X ,     A     l     l    r     i    g     h     t    s    r    e    s    e    r    v    e     d .     C     h    r    o    n     i    c     l    e     I     /     R     L     t     d .     P    u     b     l     i    c    a     t     i    o    n    s     M    a     i     l     A    g    r    e    e    m    e    n     t     N    o .     4     0     0     1     6     9     1     7
Thefuture
Healthcarelikelymorereceptivetoprivatesector
IMSexecsayslong-standingideologicalbarrierscomingdown
By
IanJ.S.Moore
ofTHECHRONICLEOFHEALTHCAREMARKETING
G
OVERNMENTEFFORTSTOCON
-strainandcontrolannualincreasesinhealthcarecosts— andthedebateonhowtoaccomplishasustainablesystem—willtransformCanadianhealthcareintheyearsaheadandwilllikelyresultinmakingthesys-temmorereceptivetotheprivatesec-tor,saysanofficialwithIMSHealth.“Thelong-standingideologicalbarriersbetweenthetwosectorsarecomingdown,JohnPye,editoro
HealthEditio
andprincipalauthorof thereport
PharmaFocus2013
toldarecentupdatemeetingforthecompa-ny’sclientsinToronto.“Thiscreatestremendousoppor-tunitiesforthepharmaceuticalindustry todevelopcloserrelationshipswithgovernmentsandmanagement.” Thecurrentworldwideeconomictumbleisgoingtoleaveanindeliblemarkonourgovernmentsandhotheymanagehealthcare,hesaid.“Canadaisinthetoptierinterms
Take your brand to new heights with North America’s Health & Lifestyle Agency. Call Kevin Brady at 416-960-3830.
Toronto New YorkVancouverMontreal San Francisco www.andersonddb.com
Marketing
10digitalmarketingideaspharmacompanieswillnevertry(butshould)
Pharmabloggerchallengesindustrytoputaclamponallthetalk,andjumpin
Turnto
Privatesector,
page
10
Turn to
10 ideas,
page
9
REPORT ON PATIENT-CENTERED MARKETING:
Expect new rules and guidelines as regulators recognize impact of strategy
• 4
MY TURN:
Leave decisions regarding choice of therapies to doctors and their patients
14
INNOVATION REVIEWS:
Is itethnographic research, or just gettinga cultural perspective?
• 8
 June 30, 2009
 www.pharmacongress.info
Dollars for diabetes
Members of the
 Juvenile Diabetes Research FoundationCanada (JDRF) opened the TSXon June 12 to salute the 21stannual Toronto Ride for Diabetes Research campaign. The 2009 ride takes place on Sept. 25 at NathanPhillips Square, where1,500 corporate teams will help the JDRF reach their goal of raising $2.5-million in Toronto.
(CNWGroup/TSX Group)
 
Can you blamethem?
HOFFMANN-LAROCHE
doesn’t wanttobe a drug companyanymore. The Swiss drug-maker, which earlier this year fully acquired its biotech subsidiary Genentech, says it will leave the USdrugmakers’ lobby, PhRMA, and will affiliate with the BiotechIndustry Organization. The
Star-Ledger 
newspaper of New Jersey reports Roche boss SeverinSchwan turned down a personal appealfrom AstraZeneca kingpin David Brennan, this year’s PhRMA chair,to remain in thedrugmakers’ group. Concurrently, Roche’s UK unit won’tbe renewingits membershipin the Association ofthe BritishPharmaceutical Industry, reportsLondon`s
Financial Times 
. The com-pany had beensuspended from ABPI last year following charges of impropermarketing practices on obesityRx orlistat (Xenical.)
I
Roche
announced it would withdraw systemic acne Tx isotretinoin(Accutane) from the US market, citing generic competition. And, per-haps there might have beenanother factor. “In addition,” the compa-ny added, in a statement, “Roche has been faced with high costs frompersonal-injury lawsuits that thecompany continues todefend vigor-ously.” Roche faces 5,000 outstanding claims pertaining to the Rx, which went off-patent stateside seven years ago.First, noAccutane. Now,
NO TCHOTCHKES
. This is shapingup as the worst meetingeverfor dermatologists attending the summer American AcademyofDermatology chinwag in Boston. The confab’s venue isthe Hynes Convention Center in Boston—where new laws pertaining to Rx marketing are set tocome in on July 1. Henceforth,Massachusetts willsay “nyet” to common promotional items such aslogo-bearingpensand coffeemugs, and the state will also protect itsphysicians fromhospitality offered bydrugmakers atcongresses andsymposia. Drugreps will stillbeable to provide meals in a doctor’soffice.
DRUG REPS
are
so
last-century, but drugmakers can’t seem to getenoughMSLs. PharmaForce International saysthe number of Medical Science Liaisons employed by12 statesideBig Pharmacompaniesgrewtonearly 2,000 lastyear, a 48 per cent increasein justfiveyears. Between 2006 and 2008, however, the US drug-biz was sendingpink-slips to 16,000 bag-carriers, shrinking theindustry field force by 15 per cent.
I
 Just when drugreps
seemto be entering theendangered species list, here comesHollywood to makesthings worse. Remember thenot-quite bestselling book by formerPfizer detailer Jamie Reidy, entitled“Hard Sell: The Evolution ofa ViagraSalesman”? Actually, we’d forgottenit,too, untilwe learned A-listactorsJake Gyllenhaal and AnneHathaway havebeensigned tostar in thefilm version, setto begin lensing any day now, as they sayin *Variety.* Both appeared in the Oscar-winning horse opera “Brokeback Mountain.” Reidy’s original title was deemeda bit toostiff for cineplexmarquees, so themovie will be called “Loveand Other Drugs.” That’s okay with the author, whose real ambition,like all reps everywhere, is todirect.New data adds furtherevidenceto the theory thatdrug reps are a dis-appearing life-form. SK&A, a California-based consultancy, findsaccess to physician offices is rapidly becoming scarce. Between June2008 and the end of last year, the percentageofUS doctors who insistonrepshavinga pre-arranged appointmentrose to 38.5 per cent, from31.4 per cent. During the samesix-month period thepercentageof “no see” practices increased to 23.6 per cent, from 22.3 per cent.SK&A’s Physician Access survey was based on telephone interviews with 227,000 medical practices. Theconsultants say their survey responserate was 94 per cent. There is some regional disparity in thefindings. Doctors in thesouthernstates are more receptivetodrop-ins, and those in the west are less welcoming.Onequestion concernin
DTC ADVERTISING
that has never beendefinitively answered is: Does it work? New research from theUniversity of NorthCarolina, which examined the effect on promo-tion ofIBS Tx tegaserod (Zelnorm, Novartis), provides the incom-plete answer of We`re not sure.` The US unit of Novartis invested US$127 millionpromotingZelnorm to MDs, and US$122 million inDTC. Aspike indoctor-visits followed, with an additional 1 millionnew patients turningupwith IBSsymptoms, within three months of thecampaign. Four-hundred thousand new IBSdiagnoses weremade. However, theeffect of the promotion was short-lived,and levels quickly returned tonormal. Researcher Dr. SpencerDorn says he concludes most ofthe new diagnoses wereattributable tothe heavy promotion to professionals. In theend, none of it mattered allthat much:Zelnorm was withdrawnfrom the US mar-ket in March 2007, followingreportsof side-effects.
The Chronicle of HealthcareMarketingJune 30, 2009
· 3
Anti-Diabetic Agent / InsulinResistance Reducing Agent
05-20
Pioglitazone (supplied aspioglitazone hydrochloride)(Actos, TakedaPharmaceuticals North America Inc.)
Comments:
Manufacturer namechange;
TAB(15mg, 30mg, 45mg)ORL 
H+, K+-ATPaseInhibitor
06-03
Lansoprazole (Apo-Lansoprazole, Apotex Inc.)
Comments:
CDR(15mg,30mg)ORL 
Non-Peptidic ProteaseInhibitor
06-03
 Tipranavir (Aptivus,Boehringer Ingelheim (Canada)Limited)
Comments:
Updateto the Product Monograph -addition of 48/96week data;
CAP(250mg)ORL 
Beta-Adrenergic ReceptorBlocking Agent
06-03
 Atenolol (Atenolol, Pro DocLtée)
Comments:
New manu-facturer and product name;
TAB(25mg)ORL 
Antiretroviral Agent
05-20
Emtricitabine (Emtriva, GileadSciencesCanada Inc.)
Turn to
NOCs
page
12
NOCs of Note:
June 2009
Significant TPP approvalsof Rxsfor human use
Out there
What’shappening in drugmarketing

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