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The Adventures of PhRMA Intern
Episode 2: The Reminder Ad
Yes, it's PhRMA Intern! Strange visitor from an Ivy League schoo...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
The Inspir...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
At Lunch O...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
The Offend...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
A Quick Co...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
It’s PhRMA...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
At Allerga...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Back at Ph...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Episode 3 ...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Resources
...
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Thanks for...
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PhRMA Intern Episode 2: The Reminder Ad

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In Episode 2, PhRMA Intern Tackles a complaint about a “Reminder” drug ad.

As you may well know, principle #10 of PhRMA’s guiding principles for direct to consumer advertising calls for the elimination of reminder ads, which are usually 30-second TV commercials that mention a drug brand name without mentioning its indication.

PhRMA Intern comes across a reminder ad. What will she do?

Published in: Healthcare
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PhRMA Intern Episode 2: The Reminder Ad

  1. 1. The Adventures of PhRMA Intern Episode 2: The Reminder Ad Yes, it's PhRMA Intern! Strange visitor from an Ivy League school who came to PhRMA with powers and ability far beyond those of Ken Johnson. PhRMA Intern! Who can change the course of mighty news stories, bend the truth at will, and who disguised as Emily Jameson (no relation to Jenna Jameson), mild-mannered intern for a great pharmaceutical trade association, fights a never ending battle for believability, justice for pharmaceutical companies, and the PhRMA way!
  2. 2. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad The Inspiration I N R E S P O N S E T O A N I N Q U I R Y A B O U T A V I O L A T I O N O F P H R M A ’ S D T C A D V E R T I S I N G D T C G U I D I N G P R I N C I P L E S , P H A R M A G U Y R E C E I V E D A L E T T E R F R O M P H R M A S I G N E D M Y S T E R I O U S L Y “ E M I L Y M . J O H N S O N . ” N O J O B T I T L E W A S I N C L U D E D . I T O N L Y I N D I C A T E D S H E W A S F R O M T H E O F F I C E O F A C C O U N T A B I L I T Y . W H O W A S S H E ? W A S S H E R E L A T E D T O K E N J O H N S O N , S E N I O R V P A T P H R M A A T T H E T I M E ? A L L W I L L B E R E V E A L E D I N T H E E N D . A L L T H A T M A T T E R S N O W I S “ E M I L Y ” W A S T H E I N S P I R A T I O N F O R . . . P H R M A I N T E R N !
  3. 3. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad At Lunch One Day On her lunch break, while innocently reading the latest issue of Woman's Day magazine, Emily Jameson, mild- mannered summer intern at PhRMA — America's pharmaceutical industry trade association — is startled by an ad she sees. It’s a “Reminder Ad” for Botox. Emily knows that such ads are contrary to Principle #13 of PhRMA’s DTC Guiding Principles. OMG! THIS BOTOX AD VIOLATES DTC PRINCIPLE #13!
  4. 4. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad The Offending Botox Ad Reminder ads are usually 30-second TV commercials or print ads that mention a drug's name without stating the health conditions for which the drug is approved and without listing the major risks associated with the drug. These ads are perfectly legal from a regulatory point of view. Signatories of PhRMA’s DTC Guiding Principles, however, are prohibited from using this type of ad.
  5. 5. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad A Quick Costume Change! Emily realizes that this is a job for... PHRMA INTERN! Decisively, Emily bolts from her desk, runs into the “Office of Accountability,” and... NO TIME TO LOSE! I MUST ACT QUICKLY!
  6. 6. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad It’s PhRMA Intern! Mild-mannered Emily transforms into the mighty PhRMA Intern! Able to leap through media relation hoops faster than a speedy drug trial, stronger than a mighty Senator, able to leap over a heap of BS! TIME TO PAY A VISIT TO ALLERGAN’S HQ! Look! Up in the sky! It’s a bird! No, it’s a plane! It’s PhRMA Intern!
  7. 7. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad At Allergan Headquaters In just a few minutes PhRMA Intern lands at Allergan headquarters, which was then in Irvine, California, before it moved offshore to Ireland to evade U.S. taxes. She confronts Allergan's Executive Committee (and Corporate Counsel) about the Botox ad she has seen. She is shocked by the response of Allergan’s corporate counsel, GENTLEMEN, YOUR BOTOX ADS DO NOT COMPLY WITH PhRMA’S DTC PRINCIPLE #13! PRINCIPLES? WE DON’T HAVE TO COMPLY WITH NO STINKIN’ PRINCIPLES!!!
  8. 8. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad Back at PhRMA Back at PhRMA headquarters, PhRMA Intern — now disguised as mild-mannered Emily Jameson — learns the REAL reason why Allergan can run BOTOX reminder ads with impunity! “Drats,” exclaims PhRMA Intern, “fool me once, shame on me. Fool me twice... I can’t get fooled again... WHATEVER!" CHIEF, ALLERGAN REFUSES TO COMPLY WITH PRINCIPLE #13! OUR DTC PRINCIPLES ARE VOLUNTARY, NOT MANDATORY! Silly PhRMA Intern!
  9. 9. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad Episode 3 Preview I N E P I S O D E 3 , P H R M A I N T E R N T A C K L E S D R U G R E I M P O R T A T I O N ! O U R S T O R Y B E G I N S W I T H A N A M E N D M E N T T O A H O M E L A N D S E C U R I T Y A P P R O P R I A T I O N S B I L L T H A T W O U L D C R E A T E A C A N A D I A N L O O P H O L E I N F D A ’ S B A N O N I M P O R T I N G P R E S C R I P T I O N M E D I C I N E I N T O T H E U . S . P H R M A I N T E R N S T R U G G L E S W I T H T H E A R G U M E N T S F O R A N D A G A I N S T I M P O R T A T I O N O F D R U G S F R O M C A N A D A . W H A T W I L L S H E D O ? S T A Y T U N E D . . . .
  10. 10. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad Resources  PhRMA Finalizes DTC Principles; http://bit.ly/DTCprinciples  Allergan Ignores Guidelines, Wins Award Anyway; http://bit.ly/allerawrd  Print DTC, PhRMA Guidelines, and Balance; http://bit.ly/printDTC  PhRMA Report on DTC: Everything's Coming Up Roses!; http://bit.ly/phrmaRoses  Sepracor Sneaks In Lunesta Reminder Ad; http://bit.ly/LunReminder
  11. 11. 2016. Pharma Marketing Network. All rights reserved. The Adventures of PhRMA Intern: Episode 2, The Reminder Ad Thanks for Viewing!

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