Condensed definitions appear after each term.
Click on a letter below to view a list of terms beginning with that letter.
The Pharma Marketing Glossary
- A healthcare provider (for example, a doctor)
- A toll-free telephone number
- The current issue of a magazine that contains a print ad
- A Web site address
- Article: "Effective Pharma Adherence Programs Start With the Patient"
- Article: "Eyes on the Adherence Prize"
- Podcast: Physicians Favor Brands with Compelling Adherence Platform: Highlights of Physician Survey
- An adverse drug reaction (ADR) is an injury caused by taking a medication. ADRs may occur following a single dose or prolonged administration of a drug or result from the combination of two or more drugs. The meaning of this expression differs from the meaning of "side effect", as this last expression might also imply that the effects can be beneficial. The study of ADRs is the concern of the field known as pharmacovigilance. An adverse drug event (ADE) refers to any injury occurring at the time a drug is used, whether or not it is identified as a cause of the injury. An ADR is a special type of ADE in which a causative relationship can be shown.
- Source: Adverse drug reaction
- The definition of "adverse event" for both prescription drugs and dietary supplements is "any health-related event associated with the use of a that is adverse". This could include any unfavorable and unintended sign including an abnormal laboratory finding, symptom or disease, and, more seriously, death.
The FDA requires pharmaceutical companies to monitor and report all adverse events it learns about relating to its products. The agency expects "entities responsible for reporting will promptly review all adverse event information received or otherwise obtained, which potentially includes information from the Internet and social media tools."
- Disability or permanent damage
- Congenital abnormality
- Required intervention to prevent permanent impairment or damage
FDA guidance states that those entities should review any Internet sites sponsored by them for adverse experience information, but are not responsible for reviewing any Internet sites that they do not sponsor; however, if they become aware of an adverse experience on an Internet site that they do not sponsor, they should review the adverse experience and determine if it should be reported to FDA.
- An identifiable patient
- An identifiable reporter
- A suspect drug or biological product
- An adverse experience or fatal outcome suspected to be due to the suspect drug or biological product
- An identifiable patient;
- And identifiable reporter;
- A suspect drug, biological product, or device; and
- An adverse event or fatal outcome.
- Source: FDA Regulatory Procedures Manual March 2010
- Blog Post: New FDA Data: Adverse Event Reporting Increases Dramatically
- Article: Social Media Adverse Event Reporting Safe Harbors
Relating to a stage in a patient's behaviorial progression with regard to a medical condition in which the patient is just finding out about the condition and whether it pertains to him or her.
Addiction recovery programs often refer to three stages of behavior leading to recovery: Awareness, Acceptance, and Action. This progression may be called "The Three A's" and is used as a tool to help people come to terms with their addiction.
The same behaviorial progression is seen with patients coming to terms with a chronic medical condition.
Patients need different information from prospects and marketing messages need to change as prospects go through the behavioral progression starting at Awareness (just finding out about the condition and whether it pertains to them), moving to Acceptance (the potential risk has been personalized and the prospect is considering seeking information and/or evaluation), and finally arriving at Action (ready to talk with physician about treatment or is already on therapy).
Pharmaceutical marketers often use the term "Disease Awareness" and try to increase the market size of a therapeutic area by using DTC advertising and physician marketing to "build" awareness of a particular medical condition. An example would be ads for "overactive bladder," which have been successful in building awareness among consumers of a medical condition (urinary incontinence or urgency) that many thought was only of concern for senior citizens.