Transcript Marketing and Communication Strategies by Drug Companies

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“DELIVERING THERAPEUTIC AGENTS” MARKETING AND COMMUNICATION
STRATEGIES OF DRUG COMPANIES
Safura Nantogmah
Introduction
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Drug Companies: What marketing strategy?
Communication & conflicts in marketing of prescription
drugs.
Communication and Marketing Strategies
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Target group: Decision makers: Clinicians (physicians) &
Patients.
Strategies: Marketing, a form of persuasive
communication.
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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
Targeting Physicians: Strategies
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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
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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.
Targeting Physicians: Communication Conflict?
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A physician’s loyalty is to the patient
- Any type of influence from Sales Reps creates a conflict of
interest.
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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?
Targeting Physicians: Communication
Conflict?
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There are arguments on both sides
Benefits
 Educates physicians
 Encourages conversations between all parties
 Physicians rely on science to make prescription
decisions, not influenced by sales reps
Targeting Physicians: Communication
Conflict?
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Opponents
“everything about detailing is to increase the market share not to
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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
Communication Dissonance?
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Chimonas et al., (2007), concluded that physicians were in
cognitive dissonance & rationalized the conflict or used
denial techniques to resolve it
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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
Targeting Consumers
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Media: TV, Radio, print ad etc
Benefits
 Effective means of communication & educating:
- Provide information about medical advances
- communication between patients & clinicians,
- Increases awareness & detection of conditions
Risks/Disadvantages
 Fractures relationship – clinicians & patients
 Distorts the risks/benefits of drugs
 Confuses patients
 Not cost effective in terms of patients outcome
Other Methods
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Free samples/Patient Assistance Programs (PAPs)
-$16 billion (annual) worth of free samples to doctors & PAPs
every year. Good will or marketing?
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The internet and Social Media
-Company websites for information
-Drug specific websites
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Post-Market Risk Communications
- Reports new safety information about drugs on the market
to the FDA and the public.
Conclusion: Improving Communication and
Resolving the Conflict
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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
References
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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.