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Online e-Patient & Celebrity Patient Video Testimonials
Anecdotal Experience Marketing

Watch VideoPharma marketers are capitalizing on the e-Patient movement by leveraging social media, online video, and real patient stories in an effort to become more "patient centric" (see, for example, "Patient Story-telling Marketing"). Add a celebrity spokesperson who is also a patient or a caretaker of a patient and you've got gold!

But in some cases, this practice may be going too far. This article asks the question: Can anecdotal "evidence"/experiences mentioned in patient videos -- even unbranded videos -- cause unnecessary visits to the doctor's office and over prescribing of drugs with serious side effects?

Topics include (partial list):
  • Real Stories from Real Moms & Daughters
  • Symptoms & Undocumented Anecdotal Evidence
  • The Selling of ADHD and Ethics of Disease Awareness Advertising
  • Persuasive Celebrity Patient Video Testimonials
  • Overstating Efficacy
  • Declaration of Health Data Rights
Download the full text PDF file here:
www.pharma-mkting.com/news/pmnews1308-article01.pdf

PMN1308-01
Issue: Vol. 13, No. 8: September 2014

Find other articles in related Topic Areas:

Vol 13, #8 Contents






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