PhRMA Intern Episode 2: The Reminder Ad
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Transcript of PhRMA Intern Episode 2: The Reminder Ad
The Adventures of PhRMA InternEpisode 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!
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 LY “ E M I LY 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 LY 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 TT 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 LY ” 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 !
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!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
The Offending Botox AdReminder 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.
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...
Office ofAccountability
NO TIME TOLOSE! I MUSTACT QUICKLY!
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 PAYA VISIT TO
ALLERGAN’S HQ!
Look!Up in
the sky!It’s abird!
No,it’s aplane!
It’sPhRM
AIntern!
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!!!
CorporateCounsel
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Back at PhRMABack 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!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
Episode 3 PreviewI N E P I S O D E 3 , P H R M A I N T E R N
TA C K L E S D R U G R E I M P O RTAT I O N !
O U R S T O RY 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 AT I O N S B I L L T H AT W O U L D C R E AT 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 RT 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 RTAT I O N O F D R U G S F R O M
C A N A D A .
W H AT W I L L S H E D O ?S TAY T U N E D . . . .
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
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 2, The Reminder Ad
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