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Healthy Skepticism Library item: 8706

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: news

Living Well Programme launched
Jamaica Gleaner 2007 Mar 1
http://www.jamaica-gleaner.com/gleaner/20070301/lead/lead7.html

Notes:

Step 0: Recruit doctors and newspapers! (This is an example of pharmaceutical promotion rather than an article about it.)

Full text:

Hortense Edwards (centre), country manager for Novartis, discusses the Living Well Programme with Erick Krafka (left), franchise marketing manager at Novartis, and David Veliz, CRM manager for Central America and the Caribbean, during the launch of Novartis’ Living Well Programme, held yesterday at the Knutsford Court Hotel, New Kingston.

Pharmaceutical Company, Novartis, yesterday launched its Living Well Programme, which will allow patients to get discounts on select brands of medication, as well as information on how to manage their disease.

What are the benefits of this programme?

With Living Well, enrolled patients receive a 20 per cent discount on Novartis prescriptions of participating products at participating pharmacies.

Patients will also receive educational information about their disease. For example, patients with hypertension may receive tips on choosing healthy foods, among other things.

Follow-up calls as reminders for therapy fulfilment.

Special promotions.

How Does the programme work?

Step 1: The doctor prescribes the patient a Novartis product that is part of the programme.

Step 2: The doctor gives the patient the Living Well Card.

Step 3: The patient calls free of charge to activate the Living Well Card.

Step 4: The patient shows the Living Well Card in the participating pharmacies and receives 20 per cent discount on Novartis participating products.

Some 40 pharmacies across the island will participate in this programme and all doctors will be issued with Living Well Cards.Participating Novartis Brands

Diovan

Co-Diovan

Voltaren

Cataflam

Foradil

Miflonide

Elidel

Lamisil

Exelon

Trileptal

Prexige

Pantecta

Zelmac

Zaditen Drops

Viatalus

Gen Teal

These brands cover hypertension, asthma, pain, eczema, eye complications, Alzheimer’s, irritable bowels, among other conditions.

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909