Interview with a Pharma Marketer, Emilio Vera, Part 2

Interview with a Marketer, Part 2

6. What do you think of the backlash against DTC advertising? Sites like prescriptionforchange.com target the concept quite vehemently.
I think that DTC advertising is a direction—not a trend. More countries will begin to follow the US lead. The backlash is understandable. Change causes friction. But I don’t think anything can change the direction of consumer empowerment (maybe a dictator?)

7. How much change those the future of pharma marketing hold?
I belive we will see tremendous change in the future still in pharma marketing. Much of the change will be formed around the concept of relevancy. If I (or someone I know) do not have diabetes—I am not interested in the least. However, if someone I love is diagnosed with the disease—I can’t learn enough. Relevancy in marketing is the next great tool in pharma marketing. It will arrive. When? is the only question.

8. Nothing could be more personal than healthcare (well personal finance is a close second, even equal to some). How do you navigate such delicate matters without overstepping personal boundaries. When does the marketing stop and the conversation with your Dr. begin?
Personal is the operative word in your question. It really does depend on personal circumstances. What should be noted however is that delicate matters are sometimes easier for patients to handle in the abstract. And getting personal through impersonal means can be a fruitful endeavor. There is no right or wrong way to answer this question. Other than “it really does depend.”
9. Does blogging play a role for you in staying current on pharma marketing?

Absolutely, I expect that this area of “conversation” will become extremely more utilized in the near future. Who knows better about a drug than a person who has actually tried it. Who can offer a more frank answer that someone who does not know you. The big fear with blogging is commercial predators. How can we separate the real people from the paid mercenaries?

10. The consumer blogs tend to have a more critical voice when addressing issues in pharma marketing. Do you think you can hone in that consumer generated content to have a positive discussion?

You’re right. There are so many conversations that are negative about pharma marketing—even though the end beneficiary tends to be the little guy. Simply put, the industry in my opinion is not mature enough at this point to sanction the fact that selling drugs is a good thing. For some reason, consumers have it in their minds that all drugs should not cost a thing—paying no attention to the fact that R&D teams spend decades perfecting the drugs that make us well. These teams must be paid! Transparency is needed in the pharma industry. What really happens and who really profits is still a mystery that needs demystification. Trust will trickle down from frank conversations. Only time will fix this.