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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More Pharma Marketing “Pirates” Needed, Says Rich Meyer

More Pharma Marketing “Pirates” Needed, Says Rich Meyer | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Rich says: In the era of super blockbusters pharma became addicted to super brands. The industry slowly transformed from healthcare to a dollars and cents business. I’m not naive to believe that pharma has to make profit, but when patients are going bankrupt paying for expensive cancer therapy co-pays something is wrong. When MS patients are stuck fighting the “system” to get the drugs they need something is very wrong and when pharma CEO’s take home tens of millions of dollars in pay while some employees work 12-14 hour days to try and make a difference the organization is in deep trouble.

 

So the question becomes “what are you prepared to do?”

 

What I hear, more and more, is that marketing teams are being downsized and that too many bureaucratic barriers remain in place to transform the organization from old models of DTC to digital centric patient marketing. When you think of how patients “get lost” in the system and need help the reluctance of pharma to invest in digital is even more puzzling.

 

Steve Jobs said that” it’s more fun to be a pirate” and he was right. We need more pirates in the industry who are willing to blow up current business models and prepare the organization for the future. There has never been a better time to challenge the status quo because the rewards of seeing a patient smile are worth the risks

Pharma Guy's insight:

Rich is definitely on a crusade to get pharma marketers to pay more attention to digital. I too made an effort by recognizing pharma social media "pioneers" who, I guess, can also be considered "pirates" (see "The Pharmaguy™ Pioneer Award" for pirates of yesterday).

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FDA Should Be Marketers, Not Scientists, Says @RichMeyer. Whaaa?

FDA Should Be Marketers, Not Scientists, Says @RichMeyer. Whaaa? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

The FDA’s plan to test fair balance recall with repeated exposure to TV ads is a further indication that the FDA is out of touch with how consumers are making healthcare treatment decisions.


OK, I get it.  Back when DTC TV ads were approved fair balance was needed to inform and educate patients about the potential risks of prescription drugs. Today, however, patients rarely make healthcare decisions without first going online to learn about the product.   So I have to wonder why in the hell the FDA would be studying the effect of risk information with repeated exposure to TV ads that most people find annoying at best.


Fair balance in TV ads is a dinosaur and should be eliminated, replaced with the address of the product website because safety pages are always among the top pages viewed.  


Time for the FDA to stop being scientists and start thinking like marketers so they can better understand the patient journey from awareness to Rx.

Pharma Guy's insight:


Whaaa? FDA always makes the point that it is "data driven," which is more than I can say for marketers. Even Rich admits that "Too many DTC marketers believe that the more they run TV spots the higher the volume of new Rx’s." That's because marketers are not scientists and don't believe in numbers! For more on that, read Are Marketers Artists or Mathematicians?

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