Fwd: SECOND OPINION - FROM RFD, JUNE 11, 2003

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:Wed, 11 Jun 2003 12:32:01 -0700

SECOND OPINION - FROM RFD, JUNE 11, 2003

 

" Nicholas Regush "

 

JUNE 11, 2003

 

REDFLAGSDAILY.COM

 

Go to RFD's home page daily for new articles in the EXTRA! section. One

posted today is a rather amazing Swedish Commission report which

recommends stopping the use of mercury amalgam.

http://www.redflagsdaily.com

 

**

 

SECOND OPINION

 

 

SOUND THE TRUMPETS! THE DIRECT-TO-CONSUMER DRUG MARKETING SUMMIT WILL

BEGIN ON JUNE 24 IN PHILADELPHIA

Some thoughts on this extraordinary not-to-be-missed event

By Nicholas Regush

 

 

Everyone will be there. What a smash party it will be. All those drug

company representatives, exhibitors, and marketing experts from some of

the better agencies. All together again. The World DTC (Direct to

Consumer) community fest of all fests. It's a shame it will officially

only last two days. Wink, wink.

 

So that's quite a crowd that will hoist its flag and set down more tactics

to screw the consumer. Hush. Scratch that. That was so mean of me.

 

I can hardly wait for the Chair's " Opening Remarks. " That should be quite

something. And wow, there's a senior director from Pfizer who will present

a keynote. On what? No, don't say, " Who cares? " We care, surely.

 

Ah, here's my favorite agenda item, even though it is scheduled to run a

mere 35 minutes. That will likely include about 20 minutes of fussing to

get the slide projector working properly. This talk will focus on

" partnering with patient advocacy groups. " Ahem. Now, for those not " in

the know, " this form of " partnering " is an extremely clever way of

utilizing the trust some (but not all) patient advocacy groups have

established with their members. Yes, patient advocacy groups " can be

effective vehicles for sharpening messaging. " Don't you love that

language? So lacking in war-like imagery. So tactful. And partnering is

most definitely a " win-win scenario. " Why? Because everyone benefits.

(Will I benefit too?)

 

And I wouldn't want to miss the session that deals with how to get one's

" message " through the clutter. The clutter?

 

Wait, there's a much better session to attend. It's all about

" out-of-the-box " marketing. All about integrating alternative approaches

and experiments into the " marketing mix. " Love it.

 

I wonder if that will include actually threatening people with harm if

they don't buy a product. Look, don't get innocent on me. This is already

happening. It's just subtle. Maybe the " out-of-the-box " session will offer

some new ideas about threat and terror. I particularly loved that

" out-of-the-box " TV commercial for Lipitor when the apparently healthy,

beautiful woman, stepping out of a car, seems to have a sudden heart

attack. Pretty neat? Eh? Huh? Three cheers for " out-of-the-box. " What's

next? That's why this session is hot on my list.

 

Forget the networking lunch. Why not just pop a Zoloft and pretend you've

attended.

 

Oh, oh, almost missed this one in the early hours of the day. How to use

the physician for marketing effectiveness. Sadly, an old story. Not the

" out-of-the-box " adventure we want at this marketing summit. Move on.

 

Yes, yes, yes. " What's working and what's hot? " Wouldn't you want to know

all about that? Yes, yes, yes, yes. And that should take me right up to

the evening " networking " reception. Yes, let's network. Wine? Champagne?

Do you have you know-what? Not to worry, Pfizer reps surely carry extra.

 

Forget about casino night. What a drag.

 

Next day: What catches the eye is this ditty: HOW CAN WE MAKE CONSUMER

ADVERTISING BETTER? " Come join the fun. " Truly? (Are the Pfizer reps

handing out free you-know-what?) The line forms here.

 

I'm sure the chair's " recap " will go over big.

 

 

 

 

 

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