Biomedical Engineering Reference
In-Depth Information
Table 24.1
(continued)
Strategy (%budget)
Marketing tactics
External validity
Medical education strategy
(27.8%)
“Unrestricted” educational grant
to Medical education
companies to prepare
programs accredited by
ACCME with Parke-Davis
representatives shaping the
content and following
attendance counts to support a
“growth opportunity” in
off-label uses (1997 situation
analysis)
Cephalon funded doctors'
participation in seminars at
which paid speakers
promoted off-label uses
(Carreyrou
2006
)
Educational seminars and
teleconferences to increase
Neurontin
®
new prescriptions
(Exhibit 79)
Marketing objectives
To develop or support
educational programs
consistent with
Parke- Davis's
marketing
To increase Neurontin new
prescriptions by
educating non-prescrib-
ers to begin prescribing
and current prescribers
to increase prescription
behavior
“Surrogate selling” strategy
(11.9%)
Recruit physicians qualifi ed as
high prescribers of AED's by
providing incentives to entice
participation (Exhibit 76)
Dr. Gleason was arrested for
promoting Xyrem for off
label uses and acknowl-
edged receiving more than
$100,000 from Jazz
Pharmaceuticals (Berenson
2006
)
Marketing objectives
“Maximize relationship
with key epileptologists
to expand Neurontin
usage with residents/
fellows, offi ce based
neurologists and
selected PCPs”
“Make infl uencers aware of
availability of research
opportunities in clinical
trials”
AstraZeneca provided 400
physicians fi nancial
inducements as consul-
tant's fees to prescribe
Zoladex (Petersen
2003
)
Use peer infl uence to give
non-users reassurance
of Neurontin
®
's effi cacy
and tolerability
Gain 100% access for
Neurontin
®
“Emerging thought leaders will be
paired with existing thought
leaders to meet others
supportive of Parke-Davis and
its products.” (Exhibit 45)
Disease-based Advisory
Boards (e.g., AIDS
Neuropathy, Child Neurology,
Migraine)
documents that provide evidence of individual strategies. Included in Table
24.1
are
marketing objectives and tactics established for each strategy as extracted from inter-
nal company documents (see columns, “Strategy” and “Marketing Tactics”). Verbatim
comments are included from internal documents and sworn testimonies. In addition,
Table
24.1
also includes references to additional popular sources to provide evidence
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