{"id":5473,"date":"2013-05-20T00:00:00","date_gmt":"2013-05-20T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2013\/05\/20\/pmn1206-article03full\/"},"modified":"2019-02-18T20:21:26","modified_gmt":"2019-02-18T20:21:26","slug":"pmn1206-article03full","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/","title":{"rendered":""},"content":{"rendered":"<p>Novo&#8217;s Penchant for &#8220;Sinner&#8221; Cum &#8220;Redeemed&#8221; Celebrity Spokespeople        Is It an Effective Strategy?<br \/><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Patient-Centered_300x211.jpg\" align=\"right\" width=\"300\" height=\"211\" alt=\"Patient at Center\" hspace=\"8\"\/>Patient groups and patients are invited to the table to debate regulatory issues, political policy issues and in some cases reimbursement issues as well. &#8220;So we have to take these people seriously,&#8221; said Keith Allan, head of global advocacy at Novartis, who discussed working with patient advocacy groups at the eyeforpharma Barcelona 2013 conference. &#8220;We have to involve them very early on in all our research programs, they need to be involved with us,&#8221; he added.<\/p>\n<p>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 &#8220;Lundbeck Adventures in Patient Centered Marketing&#8221; on the second day of the eyeforpharma Barcelona 2013 conference.<\/p>\n<p>This article is a summary of these two presentations.<\/p>\n<p>Topics include:<\/p>\n<ul>\n<li>Evolution of Patient Advocacy<\/li>\n<li>Characteristics of an &#8220;Ideal&#8221; Partnership<\/li>\n<li>Meeting Patient Advocates&#8217; Needs<\/li>\n<li>Declining Reputation<\/li>\n<li>The Corporate Reputation of Pharma &#8211; The Patient Perspective: Top Ten Pharma Performers<\/li>\n<\/ul>\n<p><b>Order and pay for this reprint now using your credit card&#8230;<\/b><\/p>\n<p\/><b>ONLY $4.95<\/b><br \/>Download PDF file immediately after paying: <\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;i=PMN1205-02&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/btn_cart_LG.gif\" border=\"0\" alt=\"Add to Cart\"\/><\/a><\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/05\/ej_view_cart.gif\" border=\"0\" alt=\"View Cart\"\/><\/a>]]><\/p>\n<p>PMN1205-02<br \/>Issue: Vol. 12, No. 5: 20 May 2013<\/p>\n<p\/><b>Find other articles in related Topic Areas:<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNpatedReprints.htm\">Patient Education<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNrmReprints.htm\">Relationship Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNstrategyReprints.htm\">Strategic Marketing &amp; Planning<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Novo&#8217;s Penchant for &#8220;Sinner&#8221; Cum &#8220;Redeemed&#8221; 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. &#8220;So we have to take these people seriously,&#8221; said Keith Allan, head of global advocacy at Novartis, who discussed [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>- Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"- Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Novo&#8217;s Penchant for &#8220;Sinner&#8221; Cum &#8220;Redeemed&#8221; 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. &#8220;So we have to take these people seriously,&#8221; said Keith Allan, head of global advocacy at Novartis, who discussed [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2013-05-20T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-18T20:21:26+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/\",\"name\":\"- Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2013-05-20T00:00:00+00:00\",\"dateModified\":\"2019-02-18T20:21:26+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"- Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03full\/","og_locale":"en_US","og_type":"article","og_title":"- Pharma Marketing Network","og_description":"Novo&#8217;s Penchant for &#8220;Sinner&#8221; 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