One doctor's practice in Oakland, CA, received hundreds of calls from Vioxx users in the week following Merck's announcement.
Another physician in Englewood Cliffs, New Jersey told the New Jersey Star-Ledger that she first heard the announcement from Merck on the radio as she was entering her office to see patients. Without knowing
the rules to which pharma companies must adhere, this doctor expressed concern that Merck didn't give physicians a chance
to prepare before the information was released to the public. "It would have been nice to hear about it through an e-mail,"
Conscientious physicians also want to know how to use products before they start offering them to patients, but pharma companies
are once again limited in what they are allowed to teach to doctors prior to regulatory approval. But, when responsible doctors
turn away patients until they feel comfortable with the evidence and proper procedure for a drug, they are inadvertently sending
some patients into the arms of less scrupulous practitioners. It's an ethical quandary for that physician—and a potential
safety issue for patients.
New data announcements almost always generate a response from patients. When they are positive, they often trigger high demand
among patients who hope the product can solve their problems. If the news is negative, worried patients flock to their doctors
for reassurance. Such patient reactions add a burden to the busy physician's schedule.
But a tremendous amount of frustration and inconvenience could be avoided if pharma marketers had a way to contact doctors
directly with major announcements, such as withdrawals or the release of new clinical data. Physicians would surely appreciate
the extra time to prepare themselves and their staffs for the expected onslaught of patient calls, which could translate into
good will toward the pharma company. Companies would also benefit from having physicians as mediators who can set the record
straight on issues as they arise with their patients, the media, and other important stakeholders.
Although they cannot legally talk to physicians before releasing information publicly, companies can deliver simultaneous
announcements to physicians and the media through blast e-mails that may include links to "emergency" informational Web sites
or webcasts. Imagine how helpful it would be to physicians if, when a new product is approved for a condition affecting a
broad patient base, they received a list of anticipated questions, with answers based on the evidence gathered to support
the approval. Doctors could even attend a webcast where they could ask questions before the first sales rep walks into their
office, which would make rep visits more productive. Physicians would be better equipped to handle a high volume of patient
queries and could even post the information updates on their own websites for their patients.
For day-to-day medical developments about products or about medical news in general, pharma companies can also deliver "news
of the day" healthcare bulletins to physicians via e-mail. Such newsletters could offer cues about what patients will be viewing
on the morning news that may result in phone calls to the office that day. The content may include summaries of studies and
new drug approvals, as well as coverage that could raise concerns about the safety or efficacy of any currently prescribed
product. And the company that provides this valuable resource has the opportunity to become a partner in improving doctors'
relationships with their patients while minimizing the already significant stresses on their time.
Healthcare marketers can work with medical societies to develop printed and online educational materials or conference workshops
to help doctors learn how to track the 24-hour news cycle. Such materials would show healthcare providers how the "need to
know" affects their workflow and ability to counsel patients, and they would help them communicate with patients. And if doctors
recognize the balancing act that pharma must perform to manage the flow of information while remaining compliant with financial
and government regulations, they may be less likely to feel as if they've been blindsided by the news—and more likely to act
as brand advocates.
Accounts Tellem Worldwide helped CompuMed Inc. launch a campaign about the company's patent application for a software program designed to detect osteoporosis.
Tellem also produced a video for the Motion Picture & Television Fund about a health insurance plan for people in the entertainment
industry. » Alfacell Corp. retained Elite Financial Communications Group as its investor relations firm.