Marketing Campaigns: Tainted Pharmaceutical Drug Seeks Advocacy Support
The FDA approval of thalidomide last week, comes with a compelling new way to market a drug haunted by a tragic history.
Most people still associate thalidomide with causing horrible birth defects in the late 1950s and early 1960s.
When Celgene Corp., a small pharmaceutical manufacturer in Warren, N.J., received the FDA's green light to market the drug under the brand name, Thalomid, to treat leprosy, the company already had enlisted the support of its potentially biggest enemy - the Thalidomide Victims Association of Canada.
Ironically, the two organizations have a powerful reason to come together - to regulate the proper use of thalidomide.
In addition to its uses for conditions associated with leprosy, thalidomide also has potential application for AIDS-related and cancer-related conditions.
Through a series of meetings, the two organizations formed strategies for launching drug safety initiatives.
The most visual example of the relationship is the video campaign which features a thalidomide victim warning people of the dangers of taking the drug when pregnant. The video will be shown to patients considering the drug.
Other efforts include:
- A comprehensive patient, physician and pharmacist education/distribution program called STEPS (System for Thalidomide Education and Prescribing Safety) that includes input from the government, public health authorities, industry experts and patient advocacy groups to monitor the drug.
- All candidates for Thalomid therapy will receive physician counseling and educational brochures, available in several languages, that explains the drug's risks.
- Patients will be required to sign an informed consent form after an explanation of the risks.
- Patients who take Thalomid will be required to participate in a patient survey to determine drug compliance with the STEPS program and any pregnancy situations. (Celgene Corp. 732/271-1001)
Community Relations: Community Sees Latest Departure as Bad News
It's surprising that the Hospital for Sick Children (HSC) in Washington, D.C., has no plans to hire a PR or marketing executive given its recent community reaction to staff changes.
Last week, HSC did not renew the contract of Warren E. Cohen, its medical director and replaced him with another staff doctor, John Agwunobi.
In April, the 115-bed hospital hired a new CEO, Thomas W. Chapman and lost its head of marketing, chief professional fundraiser and directors of social work, occupational therapy and physical therapy.
This latest move is igniting complaints by patients' parents that the hospital is not being honest about the new leadership's future intentions to continue in-patient healthcare services.
In the absence of a PR department, media calls are being answered by Joanne Kurtz, VP for administration and support services.
HSC's problems are similar to the fates of several small hospitals that rely on public funding like Medicaid to survive, says Kurtz.
The hospital is actively seeking a merger or partnership opportunity, says its new CEO Chapman.
And because the number of patients is dramatically declining to 55 per day from 75 per day, the hospital is pursuing more outpatient services.
During its tense period of staff changes and new mission development, the hospital is using Mathews Media, a Rockville, Md.-based PR agency to handle its external media relations.
The hospital has no immediate plans to hire a marketing or PR executive. (HSC, Joanne Kurtz, 202/832-4400; Mathews Media, 301/984-7191)
Awards: Nine Companies Get Recognized For Mental Illness Coverage
Nine major U.S. companies received first-time recognition for their mental illness coverage of thousands of employees.
The National Alliance for the Mentally Ill, based in Arlington, Va., last week, awarded Black and Decker, Compaq, EEX, Exxon, Lubrizol, Pitney Bowes, Prime Tanning, Sun Microsystems and Texas Instruments its Leadership in Business Award last week. The award recognizes corporate leadership that provides equal insurance coverage for mental illness comparable to the coverage for physical illness. This practice is known as parity.
The cost for managed care plans to provide full parity to its members would require less than a one percent increase. according to a report issued by the National Advisory Mental Health Council this week. The study also found that implementing managed care mental health coverage could reduce costs by as much as 30 to 50 percent. (NAMI, 703/524-7600)
New Ventures: McMurry Acquires Synidicated Consumer Health Newsletters
McMurry Publishing acquired SmartHealth, a New York-based custom publisher of consumer health newsletters for hospitals and HMOs, earlier this month.
The SmartHealth acquisition strengthens McMurry's targeting opportunities among babyboomers, says Preston McMurry, McMurry's president.
The Phoenix-based publisher now publishes nine health publications for more than 300 healthcare organizations. (McMurry, 602/395-5850)