PhRMA Intern Episode 4: Drug News Stories

The Adventures of PhRMA InternEpisode 4: Drug News Stories

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 4, Drug News Stories

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 !



We open with Emily Jameson - a mild- mannered PhRMA intern – reading a story about Viagra in her local paper, which happens to be the Washington Post.

Almost immediately, Emily noticed that the story did not comply with FDA regulations and, more importantly, PhRMA’s DTC Guiding Principles.

Specifically, the story did not balance risks and benefits.

One Morning at PhRMA HQs

THIS STORY ABOUT VIAGRA VIOLATES

PRINCIPLES #2 AND #14 OF PhRMA’S DTC GUIDING

PRINCIPLES!



A Quick Costume Change!Emily realizes

that this is a job for...

PHRMA INTERN!

Decisively, she bolts from her desk, runs into the “Office of

Accountability,” and...

Office ofAccountability

THIS IS A JOB FOR PhRMA INTERN!



It’s PhRMA Intern!

Mild-mannered Emily

transforms into the

mighty

PhRMA Intern!

Able to leap through media relation hoops, faster than a

speeding press, stronger than a mighty Editor,

able to leap over a heap of PR BS!

I MUST TAKE THIS UP WITH THE EDITOR!

Look!Up in

the sky!It’s abird!

No,it’s aplane!

It’sPhRMAIntern!



At the Washington Post

A few minutes later, PhRMA Intern lands at the Washington Post office and confronts the editorial board there only to be foiled again by a familiar character. Is this PhRMA Intern's Lex Luther?!

THE VIAGRA STORY YOU PUBLISHED TODAY VIOLATES

PhRMA’S DTC GUIDING

PRINCIPLES!

PRINCIPLES? WE DON’T NEED NO STINKIN’

PRINCIPLES!!!

DIDN’T I SEE YOU AT

ALLERGAN?THAT WAS MY COUSIN



Back at PhRMA HQ

M A R K E T I N G S T R A T E G I S T S A L A N D L A U R A R I E S C O M P A R E P R W I T H A D V E R T I S I N G :P R I S C R E D I B L E ,

A D V E R T I S I N G I S N O TP R B U I L D S B R A N D S ,

A D V E R T I S I N G D E F E N D S B R A N D S ( C H E E R L E A D S )

P R I S C R E A T I V E , A D V E R T I S -I N G I S U N C R E A T I V E

GET BACK HERE PhRMA INTERN! WE

HAVE NO GUIDELINES FOR PHARMA PRESS

RELEASES AKA “PR MARKETING!”

PhRMA CEO



Episode 5 PreviewI N E P I S O D E 5 , P H R M A I N T E R N M A K E S A N O F F E R A

M O V I E M O G U L C O U L D N O T R E F U S E !

M A N Y A N T I - P H A R M A M O V I E S H AV E B E E N C R E AT E D T H R O U G H O U T T H E Y E A R S . R E C E N T LY , F O R

E X A M P L E , A N A N T I -VA C C I N E M O V I E A L M O S T M A D E I T T O T H E T R I B E C A F I L M F E S T I VA L I N N Y C B E F O R E

I T W A S P U L L E D B Y R O B E RT D E N I R O ,

M O S T O F T H E T I M E , P H R M A I S N O T M O V E D T O C O U N T E R A C T T H E N E G AT I V E P U B L I C I T Y G E N E R AT E D BY T H E S E M O V I E S . B U T B A C K I N 2 0 0 7 P H R M A W A S V E RY C O N C E R N E D A B O U T O N E PA RT I C U L A R M O V I E .

A S U S U A L , P H R M A I N T E R N T O O K T H E L E A D . . . .



Resources PhRMA Intern vs. the Pharma PR Agency!; http://bit.ly/PIvPRagency Marketing Disguised as PR; http://bit.ly/Mkting-as-PR Pharma PR vs Advertising Survey Results; http://bit.ly/Mkting-v-PR-Survey

http://bit.ly/PIvPRagency

http://bit.ly/PIvPRagency

http://bit.ly/Mkting-as-PR

http://bit.ly/Mkting-as-PR

http://bit.ly/Mkting-v-PR-Survey

http://bit.ly/Mkting-v-PR-Survey



Thanks for Viewing!

PhRMA Intern Episode 4: Drug News Stories

Health & Medicine

Transcript of PhRMA Intern Episode 4: Drug News Stories