“DELIVERING THERAPEUTIC AGENTS” - MARKETING AND COMMUNICATION STRATEGIES OF DRUG COMPANIES

Safura Nantogmah

1

Introduction

Drug Companies: What marketing

strategy?Communication & conflicts in marketing of

prescription drugs.

2

Communication and Marketing Strategies

Target group: Decision makers: Clinicians (physicians) & Patients.

Strategies: Marketing, a form of persuasive communication.

providing free samples publications & ads in professional journals,

Brochures & other print media Visits by sales representatives sponsoring meetings and seminars Internet, television and radio etc

3

Targeting Physicians: Strategies

Visits by Sales Representatives- These Sales Reps are trained to “persuade” physicians to

prescribe their products over other competitors’. Sponsor Meetings, Seminars and Courses- To directly or indirectly promote their products, eg,

present favorable data of a product, Use paid physicians as speakers

Publications and Advertisements in Professional Journals/Print Media

-Are published trials biased trials?

-Claims that company sponsored trials are more likely to produce favorable results than those sponsored by independent sources.

4

Targeting Physicians: Communication Conflict?

A physician’s loyalty is to the patient- Any type of influence from Sales Reps creates a

conflict of interest. What is the aim of a Sales Rep?- Remember that marketing is Persuasion- Influence the prescription habits of physicians?

Do you think advertisement influences the prescription habits of physicians?

5

Targeting Physicians: Communication Conflict?

There are arguments on both sidesBenefits Educates physicians Encourages conversations between all

parties Physicians rely on science to make

prescription decisions, not influenced by sales reps

6

Targeting Physicians: Communication Conflict?Opponents“everything about detailing is to increase the

market share not to educate physicians” Fugh-Berman & Shahram, (2007)

Deceptive advertisement practices: Biased data in brochures and journals

Paying clinicians to market their products (Accepting gifts)

Causing health care cost to increase

7

Communication Dissonance?

Chimonas et al., (2007), concluded that physicians were in cognitive dissonance & rationalized the conflict or used denial techniques to resolve it

Resolving Communication Dissonance Avoided thinking about the conflict of interest Disagreed the relationships affected physician

behavior Denied responsibility for the problem Enumerated techniques for remaining impartial Reasoned the it is educational and benefited

patients

8

Targeting ConsumersMedia: TV, Radio, print ad etcBenefits Effective means of communication & educating: - Provide information about medical advances - communication between patients & clinicians, - Increases awareness & detection of conditionsRisks/Disadvantages Fractures relationship – clinicians & patients Distorts the risks/benefits of drugs Confuses patients Not cost effective in terms of patients outcome

9

Other Methods

Free samples/Patient Assistance Programs (PAPs)

-$16 billion (annual) worth of free samples to doctors & PAPs every year. Good will or marketing?

The internet and Social Media-Company websites for information

-Drug specific websites Post-Market Risk Communications- Reports new safety information about drugs

on the market to the FDA and the public.

10

Conclusion: Improving Communication and Resolving the Conflict

Marketing and communication strategies of drug companies: No harmony & general acceptance.

Drug companies: For profit but must seek profit in the most ethical and socially responsible way.

Research suggests that marketing to patients and clinicians have both risks and benefits.

Opponents and proponents - communicate constructively, find solutions that seek to maximize the benefits and minimize the risks of advertising to patients & clinicians

11

References Arnst, C. (2009). Why Drugmakers Don't Twitter. BusinessWeek, (4157), 64. Retrieved from Academic

Search Premier database.

Chimonas, S., Brennan, T., & Rothman, D. (2007). Physicians and Drug Representatives: Exploring the Dynamics of the Relationship. JGIM: Journal of General Internal Medicine, 22(2), 184-190. doi:10.1007/s11606-006-0041-z.

Fugh-Berman, A., & Ahari, S. (2007). Following the Script: How Drug Reps Make Friends and Influence Doctors. PLoS Medicine, 4(4), e150-0625. Retrieved from Academic Search Premier database.

Smith, R. (2005). Medical Journals Are an Extension of the Marketing Arm of Pharmaceutical Companies. PLoS Medicine 2(5): e138. doi:10.1371/journal.pmed.0020138

(2008). Drug Marketing Aids Medical Decisions. USA Today Magazine, 136(2753), 6-7. Retrieved from Academic Search Premier database.

12