{"id":5986,"date":"2014-09-18T21:09:00","date_gmt":"2014-09-18T21:09:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/are-patient-stories-becoming-anecdota\/"},"modified":"2019-02-21T01:16:23","modified_gmt":"2019-02-21T01:16:23","slug":"are-patient-stories-becoming-anecdota","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/are-patient-stories-becoming-anecdota\/","title":{"rendered":"Are Patient Stories Becoming Anecdotal “Evidence” in Pharma Marketing Campaigns?"},"content":{"rendered":"

Social media and real patient stories are a “match made in heaven.” Combine that with a celebrity spokesperson who is also a patient or a caretaker of a patient and you got gold! <\/p>\n

That’s how I see campaigns such as Shire’s “Keep Momming,” which was featured in the September 2014 issue of MM&M. According to the article (find it here<\/a>), “The unbranded ‘Keep Momming’ campaign has more of a straightforward educational thrust: It seeks to help mothers better identify the symptoms of ADHD in young girls and to make them more cognizant of the inattentiveness aspects of ADHD (as opposed to the easier-to-spot hyperactivity ones).”<\/p>\n

Shire, you may recall, markets Vyvanse, a drug indicated for the treatment of ADHD in children and in adults.<\/p>\n

This campaign includes a celebrity spokesperson: actress, singer, and NFL wife, Holly Elizabeth Robinson Peete who says her daughter has ADHD. Her story is featured in a video on Shire’s KeepMomming.com Website, the title of which is “Real Stories from Real Moms & Daughters.”<\/p>\n

\n<\/a><\/div>\n

\nIn the video, Holly talks about her daughter’s symptoms such as daydreaming, inability to focus on homework, “tears – a lot of tears,” etc. The diagnosis “made things a lot easier” and “when you know better, you do better.” She stops short of saying her daughter is now medicated, but presumably that’s what “doing better” is all about.<\/p>\n

Although I am a fan of using real patient stories, I am a little uncomfortable using this powerful technique for controversial medical conditions like ADHD.<\/p>\n

\n<\/a><\/div>\n

I say “controversial” because there are also a lot of moms out there who feel their children are being over-medicated for a condition that is difficult to diagnose and perhaps should not be treated with drugs alone. Consider this:<\/p>\n\n\n\n\n\n
The Selling of ADHD and Ethics of Disease Awareness Advertising<\/td>\n<\/tr>\n
<\/td>\n<\/tr>\n
\n
\n\"Alan
\nIn this 1-minute audio snippet, Alan Schwarz<\/b>, National Correspondent at The New York Times<\/i> and Dr. Aaron Kesselheim<\/b>, Assistant Professor of Medicine, Brigham and Women’s Hospital, discuss the ethics of disease awareness ads — specifically ADHD awareness ads — that mention the benefits of a class of drugs without also mentioning the common risks.<\/p>\n

Your browser does not support the audio element. Upgrade your browser to one that does\n<\/p><\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\nKey to the “Keep Momming” campaign is to get site visitors to take the “Symptom Checklist” (here<\/a>) and bring the results to your doctor. “If you\u2019re concerned your daughter might have ADHD [and who wouldn’t be after watching the videos?], complete the ADHD Symptom Checklist based on her symptoms for the past 6 months, and share the results with her doctor.”<\/p>\n

All this “patient education” panders to the “ePatient” — the new breed of informed health consumers, using the Internet to gather information about a medical condition of particular interest to them. There’s plenty of information about ADHD on the site. But the videos reel visitors in like fish attracted to the bait.
\n<\/p>\n

\n“There is a growing desire to allow patients who have been on a particular therapy to interact with potential new patients considering their treatment options. What are some of the potential pitfalls that a company may face if they choose to provide a forum for this type of interaction? What do you consider to be some of the competitive advantages this strategy may convey?”<\/p>\n

Can you help me answer these questions? Please take this survey:<\/p>\n

\"SURVEY:<\/a><\/p>\n

Use of Patient Testimonials in DTC & Social Media Advertising<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Social media and real patient stories are a “match made in heaven.” Combine that with a celebrity spokesperson who is also a patient or a caretaker of a patient and you got gold! That’s how I see campaigns such as Shire’s “Keep Momming,” which was featured in the September 2014 issue of MM&M. According to […]<\/p>\n","protected":false},"author":2,"featured_media":11662,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[452,453,326,454,197,242],"topic":[],"acf":[],"yoast_head":"\nAre Patient Stories Becoming Anecdotal "Evidence" in Pharma Marketing Campaigns? - 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\/blog\/are-patient-stories-becoming-anecdota\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are Patient Stories Becoming Anecdotal "Evidence" in Pharma Marketing Campaigns? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Social media and real patient stories are a “match made in heaven.” Combine that with a celebrity spokesperson who is also a patient or a caretaker of a patient and you got gold! 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