Novo’s Penchant for “Sinner” Cum “Redeemed” Celebrity Spokespeople Is It an Effective Strategy?
Patient groups and patients are invited to the table to debate regulatory issues, political policy issues and in some cases reimbursement issues as well. “So we have to take these people seriously,” said Keith Allan, head of global advocacy at Novartis, who discussed working with patient advocacy groups at the eyeforpharma Barcelona 2013 conference. “We have to involve them very early on in all our research programs, they need to be involved with us,” he added.
Putting in place a patient-centric marketing approach might prove a good strategy for a pharma company said Patrick J. Cashman, President and General Manager at Lundbeck Canada. He sais this during his keynote presentation titled “Lundbeck Adventures in Patient Centered Marketing” on the second day of the eyeforpharma Barcelona 2013 conference.
This article is a summary of these two presentations.
Topics include:
- Evolution of Patient Advocacy
- Characteristics of an “Ideal” Partnership
- Meeting Patient Advocates’ Needs
- Declining Reputation
- The Corporate Reputation of Pharma – The Patient Perspective: Top Ten Pharma Performers
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PMN1205-02
Issue: Vol. 12, No. 5: 20 May 2013
