The long road back to credibility
Jan/30/2008 05:38 Filed in: Pharma
Business
Building trust within a relationship takes time, especially when that trust has been violated. More and more stories are surfacing about who knew what and with Vytorin and Avandia is going to get additional warnings that all but assure that it will never get back to the sales level it once had. Physicians are also skeptical of drug company claims now and are sure to start tuning out marketing pitches in search of better, more credible information. So what can pharma do to start rebuilding relationships with physicians and consumers? Here are some ideas:
1. It starts at the top- CEO's have to acknowledge the current marketing environment and get the whole organization to be more transparent. Remind everyone working within the company of the value that the pharmaceutical industry brings to patients everyday. Do everything as though a customer was sitting in watching everything you are doing.
2. Add additional information to newly approved drugs- People need to understand that drugs which have just been approved by the FDA are still undergoing clinical trials and that as new potential side effects are reported make it easy to physicians and patients to access that information on the product website. The disclaimers should read something like this:
This product was approved by the FDA in 2008. However we are going to continue clinical trials to ensure safety and efficacy. New potential side effects may be reported and you can access the latest information at www.product.com/clinicaltrials. If you have a question about this product remember your health care provider is your best source of information. To report an issue with this product please call 1-800-xxx-xxxx
3. Simplify the label: The label is too difficult to understand for most people and needs to be explained in everyday language. Inform patients of how many people reported side effects compared to a placebo in simple to understand terms.
4. Build a database of patients: Encourage patients to register on your website so that you can keep them up to date on product clinical trials and new indications for use. Don't make patients search for information bring the information to them.
5. Embrace the media: The best way to win the war with the media is to embrace them and work closely with them. Invite them to sit in on product and brand team meetings. Let them meet members of the company so they can gain a better understanding of the issues facing the pharmaceutical industry.
6. Finally tell the Wall Street Analysts that the key to a successful company and product pipe line is making products that help people, not replacing aging blockbusters with new and improved drugs that may not make it onto formularies against generics. The day of the blockbuster maybe over it's as simple as that.
The pharma industry has its work cut out for it to regain credibility and the journey down the this road is going to be a long run but it can be done. It requires a commitment from managers of every level of the organization but this time it has to be a hell of a lot more than talk.
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