Friday, December 09, 2016

21st Century Cures for Pharmaceutical Marketing

In what Public Citizen described as an "Early Gift for the Pharmaceutical Industry" (see here), the Senate this week passed the 21st Century Cures Act (21st CC), which contains many provisions that will benefit the pharmaceutical industry and patients, according to many observers, including President Obama who said "We are now one step closer to ending cancer as we know it, unlocking cures for diseases like Alzheimer's..."

The Act will also benefit pharma marketers and usher in a new era of pharmaceutical marketing. How so?

Thursday, December 08, 2016

FDA’s Lax Enforcement Trend Continues

FDA continues to issue fewer and fewer warning and untitled letters. As of today (8 December 2016) FDA has issued only 5 enforcement letters (4 untitled and 1 warning letter) compared to 9 letters in 2015.

Perhaps in 2017 FDA will issue no letters at all, especially if Trump has his way and Silicon Valley investor Jim O’Neill becomes the new FDA Commissioner. O’Neill is not a scientist or physician so it's no wonder that he has proposed that the FDA only require companies to prove drugs are safe before they are sold – not that they actually work (read this).

The other trend I see is FDA caving in to forces that oppose limiting the drug industry to promote drugs off label. For more on that issue, read these articles.

Friday, December 02, 2016

Can This Work for Pharma? The Continual Quest of Creative Advertisers

PM360 magazine is asking its readers find marketing campaigns and tactics used by consumer packaged goods, retail, and other industries to give pharma marketers some fresh ideas. Here's what one ad agency SVP Executive Creative Director came up with as and example of how pharma can "push the boundaries":
In terms of creepiness, this campaign has nothing over some creepy pharma campaigns I've seen (see, for example, my "Gallery of Scary Pharma Industry Advertising").

According to the Creative Director who submitted this example to PM360, Australia’s Transport Accident Commission’s "visually and emotionally jarring approach to the problem of connecting with the public about road safety was unique and inspiring. Rather than educate people on the tragedy of auto-related deaths with a metaphor or visual of a mangled person, they reframed the problem by looking broader and closer, and by thinking younger."

But these and other "fresh [creative] ideas" are not really new to pharma or they just won't work for pharma. Let's examine each one.

Wednesday, November 30, 2016

FDA Compliant Diclegis Instagram Promo by (Good) Emily Maynard Johnson Can't Compete with (Bad) Kim Kardashian's Violative Post

About 22 weeks ago, Emily Maynard Johnson, who appeared on ABC's The Bachelor and The Bachelorette, posted the following Diclegis promotion to her Instagram account:

I assume you've noticed that all the ISI (Important Safety Information) and side effects are mentioned either through links or, more importantly, within the post itself (you have to scroll down to see it).

This is in contrast to Kim Kardashian's Diclegis Instagram promotion that made news last year. That ad drew a prompt warning letter from the FDA to Duchesnay USA, which markets the drug, because the post did not mention nor did it link to any ISI or side effect information as required by FDA regulations (for more on that read "OMG. Kim Kardashian Shills for Pharma! No Worry - No Side Effects!" and "Celebrities + Social Media").

There are a couple of other important differences between these two celebrity Instagram endorsements/ads.

Monday, November 14, 2016

The Evolution of the Written Word in the Social Media Information Age

I started writing about the drug industry – specifically the commercial side of the industry – in 2002 with the publication of the first issue of Pharma Marketing News. At the dawn of the social media age in 2005, I started writing Pharma Marketing Blog and in 2008, I started tweeting.

By the end of 2016 I will have written over 4 million words, which is equivalent to eighty (80) average length non-fiction books! BTW, I also co-authored a book ("Socialize Your Patient Engagement Strategy").

Here is the breakdown of the current stats relating to my Internet publishing activities over the years:

Pharma Marketing News (started January 2002)
  • 639 articles 
  • Over 1.2 million words (1800 words per article
Pharma Marketing Blog (started January 2005)
  • 2393 posts
  • Over 2.3 million words (554 words per post)
 Pharmaguy on Twitter (started March 2008)
  • Over 26,000 tweets
  • Over 0.5 million words (21 words per tweet)
Do you see the trend?

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