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KeywordPharma Conference Insights - Drug Safety for Marketed Drugs
NetworkPharma Ltd, April 2006, Pages: 24
Safety practitioners are great at rousing each other to the clarion call of product defence, but are we actively nurturing links with all the right partners? Speakers and attendees at the eyeforpharma conference on Drug Safety for Marketed Drugs, held in Amsterdam on 22-23 November 2005, encompassed a broad mix, ranging from epidemiology, clinical development, pharmacovigilance, data management, clinical research organisations, health authority, information technology (IT) and management, including some involved in marketing. This mix reflects the interdisciplinary field of drug safety surveillance. However, the telling gap was the lack of a significant sales and marketing presence, which, considering the recent concerns over marketing ‘spin’ for licensed drugs, shows how this can influence and potentially damage the prospects of otherwise useful pharmaceutical preparations. Perhaps there are opportunities here to have a more holistic conference that challenges both the safety and marketing of drugs internationally. Drug safety and marketing are often seen as incompatible partners in drug companies, and are roles that are seen as directly combative. This should not be the case, and one hopes the recent moves by the UK Medicines and Healthcare Products Regulatory Agency to monitor and challenge drug company marketing will address this.
This ‘them and us’ position is well established. Marketing colleagues are the face of industry, interacting with the user community on a daily basis. Their primary focus may be on pitching treatment benefits, but gradually there is grudging acceptance that product safety is becoming a pressing issue for retaining market presence. The sea change apparent among company representatives actively co-operating with meeting adverse event reporting obligations would support this notion. Nevertheless, increased dialogue needs to be cultivated between safety and marketing, with the latter permitting more visibility for safety in the fi eld and the former being less introspective. Perhaps the answer is to train the marketers in drug safety as part of an industry-wide move to address this issue?
Safety surveillance is strategic for product health and should not be seen as the harbinger of bad news. Clearly, marketing will continue to act as the corporate face of the industry. However, such communications can only be enhanced through closer interactions with safety colleagues who are fully equipped with updated information on the risk/benefit balance of products. In the paraphrased words of one speaker, Cinderella is fast becoming a princess; perhaps so, but only with Prince Charming motivated to sweep her out of obscurity into the limelight right by his side.
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