Surprise alert: When drugs are marketed to doctors, they prescribe them.

Last week, CNN reported shocking news: over 80% of the doctors who filed Medicare claims for H.P. Acthar Gel (a seizure treatment drug) received money or other goodies from the manufacturer. [Insert shocked face here!] This is a classic channel marketing technique, a branch of marketing that gets far less attention than advertising and promotional marketing, but that remains a critical part of the marketing mix. It’s unlikely you’ve ever seen a television or magazine ad for Acthar, and your doctor might not have either. It’s niche. But they’ve had visits from reps offering speaking and consulting “contracts” to talk about the drug. How is the patient supposed to know if their doctor received gifts from a drug manufacturer? Or if the drug is really the best choice for them? Does the former matter if the latter is true? Does it feel icky?

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: ProPublica

#marketing #drugmarketing

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