How patient power can impact pharma advertising

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

"I've been involved in many, many TV initiatives at a variety of different stages. And patient feedback is critical," Deb O'Brien, CMO/Mylan Pharmaceuticals, told delegates at the 2017 ePharma Summit held by KNect365 in New York City.

The need for such feedback, she continued, is evidenced by the enormous damage a failed TV campaign can do to the bottom line in the short and long term alike. "When TV fails, it does so spectacularly," O'Brien explained. "It is exorbitantly expensive – and carries with it the possibility of causing devastating brand damage that is, more than likely, impossible to fix."...

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