DIA Euromeeting: Impressions and Recommendations

Es_0005 I’m writing this on the plane to New York from Barcelona having just attended the 2008 DIA Euromeeting. As a veteran of many DIA annual meetings in the USA, I must admit that this year’s Euromeeting was like a breath of fresh air. A key reason for this may be the calculated risk that the meeting planners took by redesigning the program around themes and sessions.

Suggestion: Click here to see a phenomenal set of Barcelona photos!

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Shire: Clinical Trial Results Website

Shire Plc. has released its consumer-focused clinical trial results web site. You can see it by clicking here.

The site is devoted to completed and discontinued clinical trials that can also be found on the clinicaltrials.gov  or clinicalstudyresults.org web sites. No information on future or ongoing trials are included.

My initial reaction to the site is very favorable. The design is clean, uncluttered and to the point, just what's needed by the average consumer.

Shire01 Since this is Shire's first attempt at such a site, a few suggestions are in order:

1. The search screen has four pull-down list boxes for Drug Name, Generic Name, Threapeutic Area and Disease State. Since it's possible to select an item from each of these lists, it is very likely that consumers will create combinations that don't make any sense. In such cases, the system will correctly return the message: "0 records found" and leave the consumer confused, dissatisfied or both. So, either make the pull-down lists context sensitive or allow them to search on one list at a time. A small instruction box next to the search function would also help. And, it would also be nice to have a "reset" button in case a consumer wishes to revise their search selections.

2. Clicking the "View Details" link on a search hit opens a study details screen. The most important part of this screen shows the study summary and gives a link to a PDF file giving a detailed exposition of the study. Unfortunately, the study summary simply repeats what the trial was about without giving any of the efficacy or safety results. For that, you have to open the PDF file and search within that for the results section. In addition, the results (once found) are in typical scientific jargon. So, two suggestions are in order: a. provide a plain-language study summary on the Details screen and b. provide a longer plain-language abstract of the whole study via a second link also on the Details screen. (N.B. - Yes, there are legal implications here, but not any that legal and regulatory counsel can't deal with.)

3. The Main Menu also provides a link to a Glossary of relevant terms. The Glossary itself is very nicely done. To make it more effective, it is suggested that a link from each trial Detail screen open a window showing a subset of the glossary relevant to the therapeutic area to which the drug belongs. This would be easy to do by simply adding another field to the Glossary database signifying the therapeutic area.

On the whole, congratulations to Shire for providing a simple but effective tool to consumers.

Pharma Marketing: Leveraging Healthcare Bloggers

A New Controversy in the Making

J&J seems to have unwittingly given birth to a new controversy by hosting a dinner for healthcare bloggers in Manhattan. As Steve Palter MD noted on his blog, "the big pharma folks are exploring the blogosphere and testing the waters before they tread deeply.  Their goal was to explore the medical blogging environment and garner information to help them decide how to get involved."

Unfortunately for J&J, since bloggers are not known for keeping things secret, the blog traffic started to mushroom immediately after the event.

Mind you, there is no evidence that J&J wanted to keep things secret. (See, this is exactly how innuendo works! You say something in complete innocence or on purpose and make trouble for someone else.)

So, what's the controversy? Well, it's the same as big bad pharma inviting doctors to dinner and influencing (read: buying) their prescribing habits. In this case, the danger is getting bloggers to say nice things about the biopharma companies and/or their products.

The reaction from the bloggers, those invited or not, were predictable.

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Drug Prices and the Big Mac Index

Bigmac Is it just me or has media coverage of drug prices and reimportation from Canada cooled down in the past three months?

Perhaps our troubles in Iraq and the recent elections moved attention away from this key industry controversy. If so, let's hope it stays that way.

However, there is still a huge credibility problem for our industry that neither the drug companies or the PhRMA (or any other industry group around the world) has been able to blunt or reverse. I am not sure why very little change has taken place about the way we try to show the public that we're not an evil group of money grubbing capitalists.

So, here is one suggestion for reversing the bad reputation. Use the Economist magazine Big Mac Index to illustrate to the world why drug prices need to be different around the world.

The Big Max Index? What is that? Read on...

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Reader's Digest - A DTC Disaster in the Making?

Rdcover You never know when a connection will be made.

Recently, I started to follow a new series on Healthcare Communications by Mark Senak on his Eye on FDA blog. In his latest posting, Mark begins to discuss the curbs that may be placed on Direct-to-Consumer (DTC) advertising by the FDA. He states that "the sheer volume of the discussion around DTC almost guarantees some change."

A few days after reading this post, the September 2006 issue of Reader's Digest showed up in the mail. As usual, I flipped through the pages looking for the humorous pieces dotted throughout the magazine.

And then it hit me! The number of ads for prescription drugs was astounding. If Mark is right, Reader's Digest will be in big trouble if the DTC ads dry up.

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Using the Web for Public Relations

Novartis_4 With the reputation of the industry in decline, many pharma companies are starting to fight back.

This banner ad in the on-line edition of the Wall Street Journal is a good example.

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