Healthcare industry on alert over new Michael Moore film Sicko

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Sat, 16 Oct 2004 23:20:10 -0000

Subject:Healthcare industry on alert over new Michael Moore film Sicko

 

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Healthcare industry on alert over new Moore film Sicko

 

Moore: new movie attacks healthcare industry

 

Hamilton Nolan, PR Week Worldwire 14:30 15-10-2004

 

NEW YORK - At least one major pharmaceutical company is attempting to

seal up any cracks in its communication front before it can be

exploited by Michael Moore in his next movie 'Sicko', which will focus

on the healthcare industry.

 

Aventis recently sent out internal email and voicemail messages to

US-based field associates warning them to be on the look-out for Moore

whose new film will be out next year.

 

The text of the voicemail -- which was also reproduced in the email --

reads in part: " We have learned through PhRMA, our industry trade

association, that Michael Moore has begun work on his next

documentary, which will focus on the pharmaceutical industry and

managed care...

 

" Reports from various pharma companies indicate that their field

personnel have been approached by Mr. Moore for comment. "

 

The message instructs Aventis associates to direct " Moore or anyone

associated with his film " to the corporate communications department

in Bridgewater.

 

The email, which was obtained from a source not directly connected to

Aventis by PRWeek, states that it was sent on behalf of Chip Rouse,

Aventis' North American vice-president of communications and corporate

relations. It says that Moore has been approaching sales reps for

comment " and/or using actors to pose as sales reps and then staging

interactions with physicians " .

The email also notes that, " I have discussed this with Pascal [soriot,

senior vice-president and chief operating office of Aventis

Pharmaceuticals] and he has authorised the sales VPs or RDs and

medical directors to issue a voicemail with the goal of helping our

associates avoid a potentially difficult situation. "

 

Rouse would not return calls for this article. Christine Kirby, senior

manager in US communications for Aventis, when asked about the

specific email obtained by PRWeek, said, " we routinely provide our

field force with heads-up info " such as the Moore advisory,

characterising the messages as a normal informational reminder of

policy. Kirby would not speculate on what the repercussions would be

for an associate who spoke directly to Moore, but

said she was " not aware " of any who had been approached to date.

PhRMA communications manager Court Rosen declined to elaborate on what

the association has heard about Moore's actions, or what companies he

might have contacted. Rosen did say, " What we really need is a serious

debate on healthcare based on facts, not just another one-sided

mockumentary. "

 

Rosen gave the same quote almost verbatim in a Chicago Tribune story

last week that discussed the healthcare industry buzz over the film.

Mark Benoit, Michael Moore's spokesperson, would not confirm that

Moore has begun work on the film, though would not rule it out. " He

could be doing preliminary work, I'm not sure, " Benoit told PRWeek.

" He does work really hard, so I wouldn't put it past him. "

 

Benoit said he has heard rumours of pharmaceutical companies circulating

internal memos about the movie, but has not actually seen any. On

commenting on the text of Aventis' email, he said, " They have reason

to worry, because when [Moore] takes on a project, it's

well-documented... it's

the truth. "