On November 13, Dr. Fugh-Berman discussed physician phone app Epocrates in the Vox article"The insidious new ways Big Pharma is manipulating your doctors' drug choices". She said, "few physicians know that every time they look something up on Epocrates, information gets sent back to a pharma vendor ... Affecting information flow is pharma's best covert strategy ... This means that health-care providers don't know about non-pharmacologic therapies, doctors over-treat, and that they are much better versed on the benefits of drugs than they are on the harms."
On November 22, Dr. Fugh-Berman was quoted in part 2 of the San Jose Mercury Newsfeature on psychiatric drugs and foster kids. “People are more receptive to messages of any kind when they’re eating," she said about drug company-sponsored lunches and speaker dinners. "Food is the great lubricant.”
Footage of FDA's female sexual dysfunction workshop in October, including the PharmedOut testimony that we covered last month, is now available online.
December's PharmedOut Fodder: There's a (Pharma) App For That
Data mining makes it possible not only to suggest new friends on your social media account and follow you around online shopping, but also to promote prescription drugs through doctor-only platforms. Big Pharma's modus operandi has long been drug rep visits, article reprints, and peer pressure, but more and more, manpower and paper are being exchanged for digitally automated marketing strategies.
Certainly, drug companies still rely on face time with drug reps to promote their products. But according to severalnewsstories this year, digital marketing efforts are increasing. The November Vox article that quoted Dr. Fugh-Berman focused on three of Pharma's digital platforms: Electronic health records (which are replacing hospital paper records); physician social media sites (the Facebook or LinkedIn equivalents for health care providers); and phone apps (which provide on-the-go information about drugs and ailments).
These are ideal places for Pharma to advertise, and they're upping the ante on audience engagement. For example, hard-copy reprints of journal articles favoring a company's drug used to be Pharma's second-highest marketing expenditure. Last year, Medical Marketing & Mediareported that reprints —even electronic versions — are out of favor: "They have to find a way to make the content more engaging and interactive than a PDF," said Nicole Woodland-De Van, SVP of buying services and deliverables at Compas. According to Christopher Manz MD in The New England Journal of Medicine, physician social media site Sermo created games like "an 'Alzheimer's Challenge' that allowed physicians to read through clinical trial data (in a format similar to print journal advertisements) for a brand-name medication and answer questions about its indications to earn points redeemable for cash."
Electronic health records (EHRs) and phone apps also make data collection far easier for drug companies. "For decades, companies have been able to tell which drugs I prescribe but with EHRs they can tell when and why I prescribe," said Manz. And as Dr. Fugh-Berman told Vox, searches from Epocrates and other apps are also collected by Pharma for targeted marketing purposes.
Regulations have yet to catch up with pharmaceutical digital marketing practices, and it may be difficult to achieve. Consumers are so accustomed to custom-picked ads every time we use the Internet that it has become a normal, expected part of a streamlined online experience. PharmedOut has focused on exposing subtle marketing messages that evade regulations on drug rep visits and advertising. It doesn't get much more subtle than "targeted banner advertisements, e-coupons, or even curated drop-down menus" on digital tools for physicians.
*** News Round-Up (for more, please follow @pharmed_out on Twitter!)