Inkontinenz als internationales Frauenleiden
Noch eine Sache, die nicht ganz neu ist, aber dennoch interessant:
Eine Pressemitteilung von Lilly und Boehringer Ingelheim zum Internationalen Frauentag 2005:
Internationaler Frauentag: Gemeinsam gegen Harnverlust.
In der PM wird auf das Informationsforum Kompetenz-In-Kontinenz hingwiesen, eine Internetseite, die verschämt am unteren Rand auf Lilly als Herausgeber hinweist.Nicht nur Lilly und Boehringer versuchen auf Inkontinenz aufmerksam zu machen. Als "overactive bladder syndrome" sind die Symptome in den letzten Jahren von der Pharmaindustrie als therapiewürdige Krankheit vermarktet worden.
Auch von Pfizer. Da das blog Pharma Watch nicht mehr öffentlich zugänglich ist, zitiere ich aus dem Eintrag vom 14. April 2005:
CASE STUDY : “POSITIONING DETROL® (TOLTERODINE) (creating a disease)"
The following is derived from an internet posted PowerPoint presentation downloaded from http://www.pmrg.org/presentations.html called ‘Positioning Detrol: creating a disease’
Following the merger of Pharmacia and Upjohn, Detrol® (tolterodine) was “identified as the first, new, global mass marketing opportunity”.
Later the presentation heading “Converting a niche product into a Mass Marketing Opportunity” is followed by:
• “Increase the diagnosis and treatment of urge incontinence”
• “Expand the appropriate patient population (beyond urge incontinence) to those with “overactive bladder syndrome” (OAB) (without incontinence)
The next part of the strategy or “critical success factors :”
• “Establish OAB as a serious medical condition with profound negative impact on people’s quality of life… among physicians, consumers, payers and regulatory authorities”
• “Establish Detrol® (tolterodine) as the therapy of choice for OAB”
And finally:
• “Educate PCPs (primary care physicians) (including OBGs) how to screen for, diagnose and treat OAB”
• “Drive potential patients to physician offices by using DTC [direct to consumer] and PR with symptom recognition"
The following is derived from an internet posted PowerPoint presentation downloaded from http://www.pmrg.org/presentations.html called ‘Positioning Detrol: creating a disease’
Following the merger of Pharmacia and Upjohn, Detrol® (tolterodine) was “identified as the first, new, global mass marketing opportunity”.
Later the presentation heading “Converting a niche product into a Mass Marketing Opportunity” is followed by:
• “Increase the diagnosis and treatment of urge incontinence”
• “Expand the appropriate patient population (beyond urge incontinence) to those with “overactive bladder syndrome” (OAB) (without incontinence)
The next part of the strategy or “critical success factors :”
• “Establish OAB as a serious medical condition with profound negative impact on people’s quality of life… among physicians, consumers, payers and regulatory authorities”
• “Establish Detrol® (tolterodine) as the therapy of choice for OAB”
And finally:
• “Educate PCPs (primary care physicians) (including OBGs) how to screen for, diagnose and treat OAB”
• “Drive potential patients to physician offices by using DTC [direct to consumer] and PR with symptom recognition"
[Pharmamarketing]
| Autor: strappato 2007-02-26 Link (0 Kommentare) Ihr Kommentar |
