PhRMA Intern Episode 2: The Reminder Ad

The Adventures of PhRMA InternEpisode 2: The Reminder Ad

Yes, it's PhRMA Intern! Strange visitor from an Ivy League school who came to PhRMA with powers and ability far beyond those of Ken Johnson. PhRMA Intern! Who can change the course of mighty news stories, bend the truth at will, and who disguised as Emily Jameson (no relation to Jenna Jameson), mild-mannered intern for a great pharmaceutical trade association, fights a never ending battle for believability, justice for pharmaceutical companies, and the PhRMA way!

2016. Pharma Marketing Network. All rights reserved.

The Adventures of PhRMA Intern: Episode 2, The Reminder Ad

The Inspiration I N R E S P O N S E T O A N I N Q U I R Y A B O U T A V I O L A T I O N O F P H R M A ’ S D T C A D V E R T I S I N G D T C G U I D I N G P R I N C I P L E S , P H A R M A G U Y R E C E I V E D A L E T T E R F R O M P H R M A S I G N E D M Y S T E R I O U S LY “ E M I LY M . J O H N S O N . ” N O J O B T I T L E W A S I N C L U D E D . I T O N LY I N D I C A T E D S H E W A S F R O M T H E O F F I C E O F A C C O U N T A B I L I T Y. W H O W A S S H E ? W A S S H E R E L A T E D T O K E N J O H N S O N , S E N I O R V P A T P H R M A A TT H E T I M E ? A L L W I L L B E R E V E A L E D I N T H E E N D . A L L T H A T M A T T E R S N O W I S“ E M I LY ” W A S T H E I N S P I R A T I O N F O R . . .

P H R M A I N T E R N !



At Lunch One Day

On her lunch break, while innocently reading the latest

issue of Woman's Day magazine, Emily Jameson, mild-mannered summer

intern at PhRMA — America's pharmaceutical industry trade association — is

startled by an ad she sees.It’s a “Reminder Ad” for Botox. Emily knows that such ads are contrary to Principle #13 of PhRMA’s DTC Guiding Principles.

OMG! THIS BOTOX AD VIOLATES DTC

PRINCIPLE #13!



The Offending Botox AdReminder ads are usually

30-second TV commercials or print ads

that mention a drug's name without stating the

health conditions for which the drug is

approved and without listing the major risks

associated with the drug. These ads are perfectly legal from a regulatory

point of view. Signatories of PhRMA’s DTC Guiding Principles, however, are prohibited

from using this type of ad.



A Quick Costume Change!Emily realizes

that this is a job for...

PHRMA INTERN!

Decisively, Emily bolts

from her desk, runs into the

“Office of Accountability,”

and...

Office ofAccountability

NO TIME TOLOSE! I MUSTACT QUICKLY!



It’s PhRMA Intern!

Mild-mannered Emily

transforms into the

mighty

PhRMA Intern!

Able to leap through media relation hoops faster than a

speedy drug trial, stronger than a mighty Senator, able to leap over

a heap of BS!

TIME TO PAYA VISIT TO

ALLERGAN’S HQ!

Look!Up in

the sky!It’s abird!

No,it’s aplane!

It’sPhRM

AIntern!



At Allergan Headquaters

In just a few minutes PhRMA Intern lands at Allergan headquarters,

which was then in Irvine, California, before it moved offshore to

Ireland to evade U.S. taxes. She confronts Allergan's Executive

Committee (and Corporate Counsel)

about the Botox ad she has seen. She is

shocked by the response of Allergan’s corporate

counsel,

GENTLEMEN, YOUR BOTOX ADS DO NOT COMPLY WITH PhRMA’S DTC PRINCIPLE

#13! PRINCIPLES? WE DON’T HAVE TO

COMPLY WITH NO STINKIN’

PRINCIPLES!!!

CorporateCounsel



Back at PhRMABack at PhRMA

headquarters, PhRMA Intern — now disguised as mild-mannered Emily Jameson — learns the

REAL reason why Allergan can run BOTOX

reminder ads with impunity!

“Drats,” exclaims PhRMA Intern, “fool me

once, shame on me. Fool me

twice... I can’t get fooled again...

WHATEVER!"

CHIEF, ALLERGAN REFUSES TO

COMPLY WITH PRINCIPLE #13!

OUR DTC PRINCIPLES

ARE VOLUNTARY,

NOT MANDATORY!

Silly PhRMA Intern!



Episode 3 PreviewI N E P I S O D E 3 , P H R M A I N T E R N

TA C K L E S D R U G R E I M P O RTAT I O N !

O U R S T O RY B E G I N S W I T H A N A M E N D M E N T T O A H O M E L A N D

S E C U R I T Y A P P R O P R I AT I O N S B I L L T H AT W O U L D C R E AT E A C A N A D I A N L O O P H O L E I N

F D A ’ S B A N O N I M P O RT I N G P R E S C R I P T I O N M E D I C I N E

I N T O T H E U . S . P H R M A I N T E R N S T R U G G L E S W I T H T H E

A R G U M E N T S F O R A N D A G A I N S T I M P O RTAT I O N O F D R U G S F R O M

C A N A D A .

W H AT W I L L S H E D O ?S TAY T U N E D . . . .



Resources PhRMA Finalizes DTC Principles; http://bit.ly/DTCprinciples Allergan Ignores Guidelines, Wins Award Anyway; http://bit.ly/allerawrd Print DTC, PhRMA Guidelines, and Balance; http://bit.ly/printDTC PhRMA Report on DTC: Everything's Coming Up Roses!; http://bit.ly/

phrmaRoses Sepracor Sneaks In Lunesta Reminder Ad; http://bit.ly/LunReminder

http://bit.ly/DTCprinciples

http://bit.ly/DTCprinciples

http://bit.ly/allerawrd

http://bit.ly/allerawrd

http://bit.ly/printDTC

http://bit.ly/printDTC

http://bit.ly/phrmaRoses

http://bit.ly/phrmaRoses

http://bit.ly/LunReminder

http://bit.ly/LunReminder



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PhRMA Intern Episode 2: The Reminder Ad