Biomedical Engineering Reference
In-Depth Information
Table 24.1
The logic of consequences and pharmaceutical marketing practices
Strategy (%budget)
Marketing tactics
External validity
Market penetration strategy
(6.6%)
Target centers of infl uence based
on (1) availability of
neurology, geriatric,
psychiatric, cardiology and
internal medicine programs,
(2) number of residencies and
fellowships, and (3) out
patient visit volume (Exhibit
34, phase 1)
Neurometrix instituted a
“customer referral
program” in which
physicians receive credits
for steering other doctors
to Neurometrix (Abelson
2006
)
Marketing objectives
Increase the accessibility of
the Parke-Davis
portfolio to all major
teaching institutions
An epilepsy and pain
educational program that
is targeted at (1)
neurology specialists
including general
neurologists and
neurosurgeons, and (2)
primary care physicians
whose practice includes
a signifi cant number of
patients with epilepsy or
chronic pain (Exhibit 51)
PPS (Professional Postgraduate
Services) developed a Home
Study Program (HSP)
supervised by Parke-Davis
representatives to be
distributed to about 10,000
target physicians in April
1996 (Exhibit 51)
Urorad Health care aggres-
sively targets urologists for
marketing IMRT
(intensely modulated
radiation therapy), a
procedure for radiation
therapy in patients with
prostate cancer (Saul
2006
)
Evidence-based strategy
(53.6%)
Clinical trial program to
fi nancially support research
studies and publish them
sequentially in reputable
journals to promote a “life
cycle planning” of Neurontin
®
market performance (Exhibits
72 and 57)
Sleeping pill manufacturers
orchestrated publications
to undermine a competing
generic drug—
Trazodone—which is
considerably cheaper than
manufacturer branded
drugs such as Lunesta and
Ambien (Carlat
2006
)
Marketing objectives
“Execute publications,
educational activities,
and promotional plan to
expand Neurontin
®
monotherapy usage”
Mathews (
2005
) reports
widespread practice of
“ghost writing” research
articles for publication in
medical journals that are
written by professional
writers on behalf of
physicians and funded by
pharmaceutical companies
at the cost of “$30,000 per
article or more”
To seed the idea in
physicians' minds that
Neurontin
®
can and
should be used earlier
in the treatment
armamentarium.”
(verbatim from 1998
Situation Analysis
Report; Exhibit 57)
“MES (Medical Education
Systems, Inc.) will Work
with medical faculty (chosen
at the discretion of Parke-
Davis) to draft approxi-
mately twelve scientifi c
articles on the topic of AED
therapy” budgeted $160,500
in grant money for these
articles (Exhibits 65 and 66)
Promotional campaign using
detailing, direct mail, and
journal advertising to promote
the use of Neurontin
®
earlier
and titration at higher doses
(Exhibit 39)
To increase the titration
level of Neurontin
®
dosage (1,200 mg/day
to 1,800 mg/day)
(Exhibit 39)
(continued)
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