A promotional piece distributed on behalf of Cephalon to the Maryland Department of Health and Mental Hygiene Pharmacy and Therapeutics Committee suggested uses for the company’s Provigil (modafinil) tablets that have not been approved by FDA, creating new intended uses for which the product lacks adequate directions.
Cracking the patient-physician interaction has long proved elusive for pharma. But by combining patient chart data with actual audio conversations, marketers can better understand how to impact the exchange, says Carolyn Choh Fleming
So much has happened since Claritin’s ‘Blue Skies’ spots ushered in a new era of consumer drug advertising that it’s difficult to believe the DTC adventure is only a decade old. Matthew Arnold charts the key milestones, players and campaigns, and looks ahead to the future of DTC
John Wiley & Sons is giving its American Journal of Hematology a fresh look, along with a nod to the open access publishing movement, in hopes of winning over younger authors.
A survey of members of the National Medical Association (NMA), an African-American physicians’ group, suggests a largely positive impression of DTC advertising on the part of black doctors but flags fears about ads overstating efficacy, presenting confusing risk/benefit information and pressuring them to prescribe advertised drugs.