2014 european meeting of ismpp: a new era in global ... · bad pharma, 2012 . ignoring customers...
TRANSCRIPT
2014 European Meeting of ISMPP:
A New Era in Global Medical
Publications
2014 European Meeting of ISMPP:
Keynote Presentation
John Clare, MA
LionsDen Communications
The Good,
the Bad and the
Ugly
The truth about
Big Pharma’s
Reputation
John Clare Chief Executive
LionsDen Communications
CHARGE SHEET
You, Big Pharma, are charged that you did destroy your own reputation on various dates between 1960 and 2014 by:
Arrogant business practices
Ignoring customers
Failing to adapt to social change
Underestimating critics
Believing the good times would last forever
GUILTY OR NOT GUILTY?
Whistleblowers’ charter
Whistleblower influence
Ignoring
customers Arrogant business
practices
Failing to adapt to
social change
Underestimating
critics
Believing good
times last forever
CHARGE SHEET
REPUTATION =
TRUST
+
RELATIONSHIPS
An aspiration…?
Today, when a doctor or academic
tells you they are working for the
pharmaceutical industry, they often do
so with a look of quiet
embarrassment. That’s wrong, and
not in the best interest of patients.
I want to work towards a world where
doctors and academics can feel
optimistic about collaborating with
industry, to make better treatments for
patients. Dr Ben Goldacre
Bad Pharma, 2012
Ignoring
customers Arrogant business
practices
Failing to adapt to
social change
Underestimating
critics
Believing good
times last forever
CHARGE SHEET
Insert book covers iin here and include new ones inc bad Pharma.
Show Bad pharma sales?
‘Trust me, I’m a doctor.’
The good old days...
‘We try never to forget that medicine is for the people. It is not for profits.
The profits follow, and if we have remembered that, they have never failed to appear.
The better we have remembered that, the larger they have been.’
George Merck
America’s Most Admired
1987 - 1993
What can you do?
Fight back!
Engage with Critics!
Shoot the ostrich!
Learn from Canute!
Here’s an example…
What can you do?
Be transparent…and not just about trial data.
‘Take two potentially fatal pills,
and call me in the morning.’
What can the industry do?
All drugs have side effects.
Sometimes. On some
people.
Be honest about that.
Be honest about the
business model
and
patient involvement
Stop breaking the
law
in sales and
marketing
departments.
What can the industry do?
Don’t pay lip
service to ‘global
health’
Drop the TV
ads!
Invent more
great drugs!!
What can you do?
Here’s a great example…
Advocate!
http://www.youtube.com/watch?v=EYJzBX
3XJ0M
Nobody says it’s easy...
‘We choose to go to the
moon in this decade and do
the other things, not because
they are easy, but because
they are hard…
Because that challenge is
one that we are willing to
accept, one we are unwilling
to postpone, and one which
we intend to win.’
President John F. Kennedy
Houston, Texas, 1962
