Sarah Jessica Parker to Stop Shilling for Mylan Because of EpiPen Pricing: What Did She Expect? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Under fire for aggressively hiking the price of the EpiPen device, Mylan Pharmaceuticals has now lost an influential advocate: Sarah Jessica Parker.

 

The actress said on her verified Instagram account Thursday that she has ended her relationship as a paid spokeswoman for the drug maker “as a direct result” of the price increases. Parker wrote that she is “disappointed, saddened and deeply concerned by Mylan’s actions” and called on the company to “take swift action to lower the cost to be more affordable for whom it is a life-saving necessity.”

 

Parker has been the celebrity face since May of an unbranded ad campaign funded by Mylan to raise awareness of about the risks of anaphylaxis. The EpiPen, which has gone up in price by 400 percent since 2007, is the dominant treatment for the life-threatening allergic reaction.

 

Drug makers often use unbranded campaigns to promote their products without mentioning them by name. One advantage: Image-conscious celebrities are more willing to tie themselves to a campaign focused on raising awareness of a health condition, as opposed to promoting a product.

 

On Thursday, for instance, the drug maker Shire announced that actress Jennifer Aniston will serve as a spokeswoman for an unbranded ad campaign around dry eye — a condition that Shire just happens to have a new drug to treat (read “Jennifer Aniston is Shilling for Shire!”; http://sco.lt/5G686T).