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

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

3. 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

4. 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.

5. 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?

6. 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”

7. 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)

8. 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

9. 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

10. 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.

11. 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

12. 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), doi: /s z.
Fugh-Berman, A., & Ahari, S. (2007). Following the Script: How Drug Reps Make Friends and Influence Doctors. PLoS Medicine, 4(4), e 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: /journal.pmed
(2008). Drug Marketing Aids Medical Decisions. USA Today Magazine, 136(2753), 6-7. Retrieved from Academic Search Premier database.