Pfizer Throws In the Lipitor Marketing Towel. Meanwhile AstraZeneca Promotes Crestor on Its Corporate...
Despite Pfizer's heroic and unprecedented effort to maintain Lipitor's market share after expiry last November and after spending more than $87 million promoting the medicine, the world's biggest drug company is quietly giving up on its once-great cash cow for good because more generic versions will soon be going on sale. Meanwhile, AstraZeneca promoted Crestor on its corporate blog. It's unusual for a pharmaceutical company to mention a product by brand name on its corporate blog. It's even more unusual to mention BOTH the product AND its indication -- because that would be promotion regulated by the FDA. But AstraZeneca has done just that on its 'AZ Health Connections' corporate blog. Why now? Can it be a purely opportunistic cheap shot?
Pharma marketers in the U.S. sometimes use celebrities as spokespeople for their branded drugs or for non-branded campaigns. Such celebrities include TV personalities, athletes, movie stars and others who have thousands or millions of fans, Twitter followers, etc. Should Pharma Disclose Payments to Celebrity Spokespeople? This is just one of the issues explored in a recent survey of Pharma Marketing News readers.
Google launched a new drug search result format that includes data from the U.S. FDA, the National Library of Medicine, and the Department of Veterans Affairs, among othersbut apparently not directly from pharmaceutical companies.
What's at Stake in the Off-Label Debate Freedom of speech may be the legal issue, but enhancing the bottom line is the business issueIn...
On the one hand, there's the physician who's looking for 'evidence' that diabetes is being managed. On the other hand is the patient argument that 'emotional support' is also a key benefit. One could argue that BOTH sides have merit.
There's a lot of brouhaha these days in pharma circles about 'gamification' as if it were the newest thing since sliced bread. These days, however, it may be easier for a pharma company to create a real-life museum educational gaming experience than a virtual world game on Facebook. Way back in 1984, gamification was much simpler.
FDA Plans to Do Two Studies to Find Out
How is the iPad a proven effective sales message delivery platform? What impact does it have on a doctor's clinical and prescribing decision-making process? These are questions that MD Mindset's proprietary iSFE Tracker(tm) methodology is designed to answer.
On May 22, 2012, Pfizer and Eating Well Media Group, publisher of Eating Well magazine, announced the launch of Pfizer's Lipitor For You "Recipes 2 Go" mobile application, marking the first time Pfizer has released a consumer mobile app for a prescription product in the U.S. Was It a 'Bad Ad' or Just a Bad Idea?
Welcome to Volume 11, Issue #10 (15 November 2012) of Pharma Marketing News.