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“Delivering T herapeutic Agents” - Marketing and Communication Strategies of Drug Companies

“Delivering T herapeutic 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.

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“Delivering T herapeutic Agents” - Marketing and Communication Strategies of Drug Companies

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  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?

  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

  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

  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), 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.

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