AIDS Activists Protest New Drug Pricing
Chanting angry statements like "We die! They make money!" more than 150 members and supporters of the AIDS activist group, ACTUP Philadelphia, circled DuPont Pharmaceuticals' corporate headquarters in Wilmington, Del., for almost an hour, protesting the cost of the company's new anti-HIV drug, Sustiva.
The breakthrough drug was approved last month for treatment of HIV-1 infected individuals and is the only FDA-approved drug for "once-daily dosing."
At issue is the drug's price tag, which the AIDS activists claim will cost them $4,000 to $5,000 annually, and DuPont says will cost $3,942 annually.
Although Dupont will continue to provide Sustiva free to the test group until insurance starts covering the drug, the activists are concerned that the drug's price will be too expensive for Medicaid coverage and drive up the cost of private insurance rates.
Dupont is responding to this PR crisis by defending its pricing. "We feel the value of Sustiva absolutely warrants the price," says Nicholas Teti, Dupont's president.
It also is offering reimbursement counseling and a patient assistance program for eligible patients. (DuPont, Karen Carolanza, 302/992-3816)
PacifiCare Launches Spanish Outreach Initiative
PacifiCare of Texas launched a new Spanish marketing effort last month to reach the state's Spanish-speaking residents - roughly 30 percent of its population, according to recent statistics by the U.S. Census and Hispanic chambers of commerce.
The campaign is being supported by TV, radio and print and involves a sales and customer service focus for PacifiCare's Secure Horizons Medicare health plan.
The new Spanish-focused marketing materials include:
- Pre- and post-enrollment kits that outline health plan benefits; and
- Member handbooks; (PacifiCare, Tony Salters, 214/640-1904)
Prudential Drops Medicare Coverage in Select Markets
Prudential Healthcare [PEG1] is not renewing Medicare-risk contracts in at least seven markets because the health plan could not offer a competitive product. The decision will affect about 25,000 of Prudential's 125,000 SeniorCare health plan members.
The markets that are being dropped include Northern and Southern California, Maryland, Washington, D.C., New York, New Jersey and parts of Jacksonville, Fla. Prudential will use direct mail to communicate with members in these markets about its decision and provide a description of the healthcare coverage options available to them.
The direct mail effort will include a listing by location of the names, addresses and phone numbers of all managed care plan choices in a particular area. Prudential's current coverage will expire at the end of the year. (Prudential, Chris Cooney, 973/716-2942)
Agency News: Firm Expands Global Network
Interpublic's Lowe Group in Cambridge, Mass., is expanding its global healthcare practice with the addition of Grob Health & Science. The agency will be renamed Lowe Grob Health & Science.
The company represents clients in the biotech, medical devices, life sciences, diagnostics and pharmaceutical industries. Its communications focus is in three areas - advertising, market research and consulting and PR. (Grob, 617/876-9300)
In other news:
Feinstein Kean Partners in Cambridge, Mass., promoted Christine Cramer to director. FKP serves clients in the pharmaceutical and provider industries.
John Waddell fills the senior consultant spot at Creative Healthcare Solutions, a marketing firm in Saratoga Springs, N.Y. (FKP, Maria Cottone, 617/761-6752; CHS, Laura Moulder, 203/762-8833)