Professional Marketing briefs

Share this article:
A convention graphic for Alcon's Travatan Z, an ophthalmic drop, broadened the product's indication and made unsubstantiated superiority claims, according to a DDMAC Untitled Letter. Although Travatan Z received a broadened indication from FDA in August—the eye drop is now indicated as a first-line therapy —that “was not the case at the time of [the ad's] initial dissemination,” according to the Untitled Letter.

Despite ongoing sales force reductions at many large pharmas, physicians still get around 20 visits from sales reps each week, according to an SK&A survey. Of the physicians surveyed, half said they prefer or require an appointment to see a rep (up from 38.5% in 2008), while 23% won't see reps at all, according to the survey data. Practices owned by hospitals or health systems are tougher to get into than private practices, since appointments have to go through headquarters, the survey found.

A meta-analysis published in PLoS Medicine found that professional promotion, including rep visits, journal ads and sponsored meetings, does nothing to improve the quality of prescribing, as measured by guideline adherence, safety and effectiveness.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?