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Vol. 14, Issue No. 4: May 2015 - EXECUTIVE SUMMARY

Pharma Marketing Buzzwords
The Good, the Bad, & the Just Plain Useless!

Pharma Buzzword Bingo CardLately, there's been a lot of "buzz" regarding the use of "buzzwords" at commercial pharma conferences focused on marketing and sales. Critics have suggested that buzzwords erode patient and healthcare professional trust in the pharmaceutical industry.

Even industry insiders question the use of buzzwords. "We on the commercial side of the business have an unhealthy obsession with 'buzzwords'," said Timothy White, Senior Director & Head of Global Customer Interaction Management at Lundbeck.

All the negative buzz about pharma buzzwords inspired the creation of the Pharma Marketing Buzzword Bingo Card (shown here) and the Pharma Marketing News "Pharma Buzzword Survey," which asked respondents to grade a list of buzzwords commonly heard at conferences and marketing meetings within pharmaceutical companies. This article summarizes the results of that survey.

Topics (partial list):
  • Massively Counter-Productive?
  • A Failure to Communicate?
  • Unhealthy Obsession?
  • The Patient Included Charter
  • Table: A Non-Definitive List of Pharma Marketing Buzzwords.
  • In Defense of Buzzwords
  • Pharma Buzzword Bingo
  • Grading Pharma's Favorite Buzzwords
  • Survey Results
  • Buzzword Blame Game
The full version of this article is available to subscribers. Subscription is free.

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PharmaPhobia & What to Do About It
Tom Stossel Attempts to Debunk the Conflict-of-Interest "Myth"

PharmaPhobia Book CoverThomas P. Stossel, M.D., visiting scholar at the American Enterprise Institute for Public Policy Research, recently published a new book titled PHARMAPHOBIA. The book is a call to action against the "Conflict of Interest Myth," which Stossel claims is undermining American medical innovation.

Stossel uses many combative terms to describe the focus of his critique. In his book and in a Pharma Marketing Talk interview (listen here), Stossel repeatedly refers to the conflict-of-Interest "movement," conflict-of-interest "mania," and conflict-of-interest "instigators, enablers and enforcers," which include physicians and even pharmaceutical executives according to Stossel.

But will Stossel's book, which ends with a section on "What is to be done," turn the tide as he hopes it will? This article reviews some of Stossel's main arguments. You be the judge.

Topics (partial list):
  • Instigators, Enablers, & Enforcers
  • The Slippery Slope Toward Sunshine
  • Gifts to Physicians Survey Results
  • Stossel's Call to Action
The full version of this article is available to subscribers. Subscription is free.

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The Patients Included Initiative & Pharma
Pharma Should Offer Continuing Patient Education Grants

WEGO PI Poster"Patient centricity," which aims to put patients' interests first, is all the rage these days in the pharmaceutical industry (read, for example, "The Debut of the Chief Patient Officer") and among attendees and speakers at pharma industry and medical conferences. But very few actual patients are part of the faculty and/or attendees of these conferences.

A group of patient advocates in Europe and Canada recently developed a "Global Charter" as part of the Patients Included initiative. The Charter lays down specific compliance guidelines for conference organizers who wish to display the Patients Included logo.

One of the guidelines of the Patients Included charter requires scholarships for patient to attend medical and pharma industry conferences. But who will pay the way for patients to attend and how will the scholarships be administered? This article discusses that issue and suggests that the pharmaceutical industry, which claims to be "patient centric," can play a role by sponsoring Patients Included scholarships similar to how they sponsor physician continuing medical education programs for physicians.

Topics (partial list):
  • No Patients? No Show!
  • Pharma Has Skin in This Game
  • The Patient Included Charter
  • Patient Lip Service Common, Inclusion Rare
  • Key Patient Advocates
  • What About "Ordinary Joe" Patients?
  • Alternative Terms for KOL Preferred by Pharma Execs
  • Change the Underlying Process
  • What About "Key Patient Leaders (KPLs)?"
The full version of this article is available to subscribers. Subscription is free.

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Vol 14, #4 Contents






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