Prevention Marketing and Role of Pharma
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?An unhealthy America is a weak America.? |
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There is no doubt that America?s real national security crisis is our poor health habits. We tend to obsess about bombs hidden in a terrorist?s underwear but the costs in money and lives are definitely higher from our own bad health habits. An unhealthy America is a weak America, draining investment resources away from growth to spend on care for the effects of preventable diseases.
So what is the role of our drug companies in preventing disease? How can drug companies make money if we prevent more and treat less? Drug companies make money selling pills and devices. The most compatible disease prevention for drug company involvement is early identification and treatment to prevent complications. One could say statin and blood pressure medications are great preventive treatments for heart disease and stroke.
We can extend the prevention concept to early diagnosis and treatment of diabetes with first line pills to prevent advancement to the need for insulin. Clearly smoking cessation pills and patches before lung disease appears is considered prevention. One might argue that SSRI?s given at an early stage prevent depression-related costs. Once weight loss pills are approved we can prevent some morbid obesity.
The role of drug companies is most helpful then in identifying people at risk of disease. The earlier we know our cholesterol, blood pressure, and blood sugar the more we can prevent expensive and life threatening disease. Drug companies should definitely ramp up spending and assist advocacy groups, managed care and government in providing testing for free or at nominal cost. Drug companies have had these programs for years but it is a relatively small percent of marketing budgets and often run by the PR department.
Another major role of drug companies can be in reaching multicultural audiences. Here we have a problem with language and health literacy. Drug companies can and should spend much more on Hispanics and African Americans where incidence of disease is higher and education is frequently lacking on health issues. Currently we see token amounts sent here, again largely PR efforts. The multicultural budget is often the first one cut. Every drug company needs a multicultural marketing department. It is good PR but more importantly will have an excellent ROI in the future.
I recognize that drug companies may have a credibility problem with the American public. Doing prevention directly may be seen as a veiled attempt to sell more branded pills. There are, however, many credible advocacy partners and government organizations anxious to partner with drug companies.
I urge our major drug companies to develop strategic plans to influence prevention in America. A nation of obese diabetics is not what we envision America to be. There is plenty of money to be made, especially by drug companies, in preventing disease. We know America is not going to suddenly become a nation of exercisers or drop fast food diets. The next best thing is for drug companies to provide safe treatments that can be given well before our arteries and blood vessels are clogged with cholesterol and excess sugar. That will take a massive education effort between drug companies, managed care, advocacy groups, and all branches of government.
Bob Ehrlich, Chairman
DTC Perspectives, Inc.
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