“Delivering Therapeutic Agents” - Marketing and Communication Strategies of Drug Companies Safura Nantogmah

Introduction Drug Companies: What marketing strategy? Communication & conflicts in marketing of prescription drugs.

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

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.

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? Does this present a conflict of interest?

Targeting Physicians: Communication Conflict? 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 References USA Today (2008)"Drug Marketing Aids Medical Decisions”

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 Fugh-Berman & Shahram, (2007)

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

Targeting Consumers 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 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.

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

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.