Is Vermont Governor Shumlin  Misguided? Yes Says #Pharma: OIC Ad Will Stay on Air | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Two drug makers are ignoring a demand from Vermont Governor Peter Shumlin to yank a television ad that he believes is a “shameful attempt” to exploit the opioid crisis.


The dispute arose last week when Shumlin released an open letter to Daiichi Sankyo and AstraZeneca after they ran an ad during the Super Bowl. The ad promoted awareness of opioid-induced constipation, a condition that can occur when someone is taking opioid painkillers.


Shumlin noted that a one-minute Super Bowl ad cost a reported $10 million — or more precisely, $5 million for each 30-second spot — and wants the drug makers to, instead, divert some of their promotional dollars toward prevention and treatment programs.


So what will the drug makers do?


A Daiichi Sankyo spokeswoman said in a statement that the drug maker acknowledges that opioid abuse is a “very serious public health” issue in the United States, but did not mention the possibility of pulling the ad. Instead, she wrote us that the company — along with AstraZeneca and five advocacy groups that also sponsored the ad — is “committed to raising awareness” about the condition.


In a letter to Shumlin, AstraZeneca wrote that “we believe our message encourages a clinically important conversation about OIC between patients and their doctors, which may also facilitate a broader discussion about safe and appropriate opioid use. While these discussions are separate and distinct, both are important for patients and their families.”


Their responses, however, did not mention pulling the ads or using advertising funds as Shumlin suggested.


“He’s way off base,” Richard Meyer, an industry consultant who writes The World of DTC Marketing blog, told us. “If he is so concerned about addiction, he needs to tighten the prescribing parameters and make it tougher for patients to become addicted.”


But another marketing expert disagreed.


“I suppose he, like many other state governors, is faced with increasing Medicaid costs and other expenditures related to opioid addiction,” said John Mack, who publishes Pharma Marketing News. “So, I don’t think he is the misguided one.”