Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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#Pharma Should Stop Marketing Drugs Like Oreo Cookies

#Pharma Should Stop Marketing Drugs Like Oreo Cookies | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Most people would agree that Oreos and arthritis meds probably shouldn’t be sold the same way. However, according to branding consultant Vince Parry, many pharma companies are doing just that by using consumer branding strategies to sell drugs. That’s a mistake, says the 30-year pharma ad agency vet.

 

The problem lies in the difference between consumer and healthcare products, he said. People buy things such as cars, clothing, electronic devices and even food as a way to distinguish and define themselves, while healthcare products are bought as necessities to treat illnesses that people do not wish to be defined by.

 

“People seek out remedies not as something they want to buy, but something that they have to buy. It’s a necessary evil,” Parry said. “They’re not seeking a celebration of self, but a restoration of self. When you see commercials on TV where people are loving their laxatives or celebrating their new arthritis medicine by running around on the beach with a golden retriever, it rings false and untrue.”

 

His solution? Pharma companies should continue to invest in advertising, but they need to also include healthcare branding strategies.

 

One of the examples he offered is Eli Lilly’s erectile dysfunction drug Cialis, which he worked on in the past. Instead of being about sex, the brand is built around restoring intimacy to a relationship. Intimacy is the brand value Cialis embodies and projects.

 

“Consumer branding strategies are dazzling, but they’re wrong (for pharma),” he said. “It works for Nike and that's great. It’s a great model if you want to celebrate your life, but illness is not a celebration of life."

 

Further Reading:

 

Just like the drug industry, Coke -- and probably other CPG companies -- uses "key opinion leaders' and creates astroturf non-profits to "balance the debate" and sell more product. For more on #pharma astroturf funding, read "The "RLS Gene" Story: Requip Ad Disguised as News on ABC"; http://bit.ly/1Lz6U3k  and "Pharma Dollars (Pounds, Euros) are Grassroots Seeds"; http://bit.ly/HQ9HHI 

Pharma Guy's insight:

Duh!

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Social media fails, says Rich Meyer, interpreting Gallup data

Social media fails, says Rich Meyer, interpreting Gallup data | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Most consumers aren’t visiting social media sites to engage with brands — they are there to interact with people they know. According to Gallup research, the vast majority of consumers (94%) who use Facebook, Twitter, and other social networking channels do so to connect with family and friends. They are far less interested in learning about companies and/or their products, which implies that many companies have social media strategies in place that may be largely misdirected.


What does this mean for pharma marketers? 
  1. Social media alone is not going to deliver on the promise of patients asking for an Rx.  It is PART of an integrated marketing initiative to reach health searching consumers online.
  2. Pharma, which is heavily ROI driven, needs to think of social media, not as a conversion platform, but rather a way to help patients get the information they need to make health care decisions.
  3. DTC marketers should experiment with social media but have clear and concise objectives before allocating resources.
Pharma Guy's insight:

50 Ways (for pharma) to Use Social Media - does not include directly influencing consumers to "buy" your drug

Sung to the tune “50 Ways to Leave Your Lover” by Paul Simon

"The problem is all inside your head", FDA said to me
The answer is easy if you take it logically
I'd like to help you in your struggle to be AER free
There must be fifty ways to use social media

FDA said it's really not my habit to intrude
Furthermore, I hope my meaning won't be lost or misconstrued
But I'll repeat myself, at the risk of being crude
There must be fifty ways to use social media
Fifty ways to use social media

You just Tweet the right way, GSK
Make a new Blog, Janssen-Cilag
You don't need to be coy, Daiichi Sankyo
Just get yourself free
Hop on the bus, Novartis
You don't need to discuss much
Just drop the key(word), Lilly
And get yourself free

Ooo slip out the back door, Bayer
Make a new plan, Allergan
You don't need to be wiser, Pfizer
Just listen to me
Hop on the grid, Orchid
You don't need to discuss much
Just drop the search ad, Gilead
And get yourself free

FDA said it grieves me so to see you in such pain
I wish there was something I could do to make you smile again
I said I appreciate that and would you please explain
About the fifty ways

FDA said why don't we both just sleep on it tonight
And I believe in the morning you'll begin to see the light
And then FDA sent me a warning letter 
Boy, that didn’t make me feel any better!
Still, there must be fifty ways to use social media
Fifty ways to use social media
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FDA Seeking a Few Good Consumer Representatives to Serve on Advisory Committees

FDA Seeking a Few Good Consumer Representatives to Serve on Advisory Committees | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Have you ever wanted to be part of the food and drug regulatory process? Do you have a history of public interest or a passion for consumer advocacy? Do you have experience analyzing scientific data?


If you answered “Yes,” here’s your opportunity to become an advocate for consumers! The Food and Drug Administration continually seeks input from consumers on scientific and medical issues by including Consumer Representatives on Agency advisory committees.


Participation as a Consumer Representative requires a modest time commitment. Travel expenses are paid and representatives receive reasonable compensation.


To apply you must:

  1. Be an active participant in independent consumer- or community-based organizations or have a history of advocating for the public’s interest; and
  2. Demonstrate an ability to analyze scientific data and critique research design.


FDA’s Consumer Representatives are grass-roots advocates, organizers, policy makers, or leaders of organizations with an interest in a specific subject matter. 


Pharma Guy's insight:

Which committees have vacancies to fill? One is the Vaccines & Related Biological Products. It would be interesting to see who applies and is accepted for that vacancy!

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