SKIMMERS SUMMARY:

  • Health experts, including those on an external advisory committee to the FDA, are skeptical that Biogen’s drug will even successfully slow the progression of Alzheimer’s after late-stage clinical trials yielded mixed results and are angry the FDA approved the product.
  • The FDA’s recent approval of aducanumab (Aduhelm) shows just how badly the agency has failed the public.
  • In late April, the FDA’s Oncologic Drugs Advisory Committee reviewed six accelerated approvals — a provisional pathway — involving a group of cancer immunotherapies where clinical trials had failed to confirm that the drugs extended survival or improved quality of life. Yet, in four of the six cases, the advisory committee voted to keep the accelerated approvals intact. (source: Medpage)
  • In response to the FDA’s approval, three members of the Peripheral and Central Nervous System Drugs Advisory Committee who opposed approval of the drug quit the panel in protest.
  • Physicians are signaling that they now want to see the “complete date” regarding new drug approvals.
“I don’t trust the <strong>FDA</strong> anymore”

Key Points:

  • Trust in the CDC and FDA has decreased dramatically during the COVID-19 pandemic among health care professionals, according to a new WebMD/Medscape poll.
  • Out of nearly 450 U.S. doctors surveyed in the same time period, 77% said their trust in the CDC has decreased and 48% said their trust in the FDA has decreased.
  • Health care professionals have been critical of these agencies’ decisions during the pandemic, with some concerned that their work has been politicized and now with advisory panel members resigning as a result of the terrible decision to approve Biogen’s drug you can bet that HCPs are going o want to see a lot more clinical data.
Your <strong>HCP</strong> marketing just became harder, a lot harder

SUMMARY: Several online providers promise that they can reach physicians with your message, but I would argue that numbers are only important if they can be measured against key brand objectives. Ask your target audience what THEY use and how they use it to understand each platform’s relevance.

Using the Internet to reach doctors, numbers don’t matter. What you have to say and how you say are more important.

OPENING: Pharma companies are starting to embrace digital marketing forced, in large part, by changes brought on by the pandemic. There is, however, a difference between an evolutionary move to digital and a revolutionary move to digital. Digital marketing is becoming a valuable tool. But the reality is, health care relies on significant in-person engagements, and digital is only one part of the equation.

Pharma’s move to digital Part 1 <strong>HCP</strong> Marketing