Abstract
Adriane Fugh-Berman and colleagues describe how strategies similar to those used to market drugs to physicians are directed towards people with hemophilia.
Highlights
This article documents the use of tactics that are usually reserved for prescribers instead being used to influence individual patients in the hemophilia community
The summary, in an industry-funded journal supplement [2], states, “Small differences in measurable outcomes can have a significant impact on patient quality of life, and clinical outcomes are the cornerstone of assessing efficacy of care, the emphasis must be placed on real-world outcomes that are meaningful to patients” [60]
people with hemophilia (PWH) are targeted via sales representatives, grants, gifts, meals, services, and consulting opportunities
Summary
Factor manufacturers target many individuals with hemophilia using strategies similar to those used to market drugs to physicians, including the use of pharmaceutical sales representatives (“drug reps”), gifts, and financial opportunities. This article documents the use of tactics that are usually reserved for prescribers instead being used to influence individual patients in the hemophilia community. Such tactics include gifts, financial opportunities, and one-on-one marketing through pharmaceutical representatives. Adult patients with severe hemophilia A treat prophylactically (scheduled factor treatments regardless of bleeding) or episodically (factor treatments in response to bleeding episodes) In both cases, additional factor may be required after surgery or trauma
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