Healthy Skepticism Library item: 16942

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Electronic Source

Real J
New pre-marketing initiative
Zest Healthcare Communications 2008 Nov 5
http://blog.zesthealthcare.com.au/

Full text:

As budgets get smaller and pharmaceutical companies get more competitive, we are constantly striving to find different ways to market new therapies. Some companies are attempting to secure doctor and patient groups even before their therapy has received approval.

The latest company to do this is GlaxoSmithKline. Recently recruiting via the radio for a clinical trial, they required patients with severe rheumatoid arthritis who had not previously taken biologicals. And in doing so, taking potential patients away from approved drugs on the market such as MabThera RA, Humira and Enbrel.

Pre-marketing activities such as early access, product familiarization and compassionate access programs are becoming more and more important when planning for a new product launch. These are an effective way for doctors to start gaining experience with the drug as well as capturing patients, who will usually stay on the therapy once PBS approval has been given.

Although this has been going on in clinical trials with terminal patients (eg cancer patients), will we start seeing more of this in chronic conditions, such as rheumatoid arthritis?