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.
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.
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?
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.
FDA Plans to Do Two Studies to Find Out
There are enough legal issues in this case to keep a boatload of constitutional and pharma lawyers busy for years. But let's look at this from a different perspective -- i.e., what pharma has to gain from this and what patients have to lose.
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.
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?
PharmaGuy (aka John Mack) presented the coveted bright yellow Hawaiian shirt/Pharmaguy Social Media Pioneer Award to Dennis Urbaniak, VP, Joan Mikardos, Senior Director, and Laura Kolodjeski, Senior Manager, Patient Solutions, at Sanofi US Diabetes. The award was made at the 6th Annual Digital Pharma East conference in Philadelphia on October 17, 2012. Accepting the award on behalf of the winners -- who could not make it in person -- was Wendy Blackburn of Intouch Solutions.
Multichannel pharma marketing is conceptually relatively simple to understand, but incredibly difficult in practice, says Len Starnes, former Head of Digital Marketing & Sales, General Medicine at Bayer Schering Pharma. That said, multichannel is not a transient phenomenon, it's here to stay. Starnes hosted a survey on LinkedIn to answer the question: When will pharma marketing become de facto multichannel marketing in future?