As the industry approaches the 10th anniversary of the FDA’s ruling to allow DTC and subsequently the industry’s use of celebrities in promotion (do I really need to mention Joan Lunden here?), PharmaVOICE examines the changes in the celebrity endorsement landscape. Learning from past mistakes, the industry has shifted its thinking on celebrities. Instead of abandoning the concept all together, pharma is choosing its alliances with the stars much more carefully.
Back in 2002, the practice of using celebrities by the industry came under increased scrutiny after a blunder involving actress Lauren Bacall on NBC’s Today show. (Ms. Bacall mentioned the drug Visudyne, used to treat macular degeneration, and neither Ms. Bacall nor NBC mentioned that she was being paid by Visudyne’s maker Novartis Ophthalmics Inc. to promote the drug.) Regardless of how the lapse in disclosure happened, its occurrence may have been a backhanded favor for the industry…
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Sound Bites from the Field
Gloria M. Janata, JD, Team Leader, Chandler Chicco Agency. For more information, visit ccapr.com.
Guy Mastrion, Chief Global Creative Officer, Palio Communications, Saratoga Springs, N.Y. For more information, visit palio.com.
Julian Parre?o Senior VP, Pharmaceutical Markets, Harte-Hanks. For more information, visit hartehanks.com.
Experts on this Topic
Bob Brody. Senior VP/Media Specialist, Healthcare Practice, Ogilvy Public Relations Worldwide, New York; Ogilvy PR is a global marketing communications firm that provides strategic public relations counsel to clients in consumer marketing, corporate, healthcare, technology, public affairs, social marketing, and entertainment practices. For more information, visit ogilvypr.com.
Jay Carter. Senior VP, Director of Client Services, AbelsonTaylor, Chicago; AbelsonTaylor is a medical and pharmaceutical advertising agency. For more information, visit abelsontaylor.com.
Anne Devereux. CEO, LyonHeart, and CEO, TBWA WorldHealth, New York; LyonHeart, part of TBWA WorldHealth, an Omnicom network, is a healthcare communications company that provides advertising, promotional programs, and nontraditional communications. For more information, visit lyon-heart.com.
Jeff Stier. Associate Director, the American Council on Science and Health, New York; The American Council on Science and Health is an independent, nonprofit, education consortium concerned with issues related to food, nutrition, chemicals, pharmaceuticals, lifestyle, the environment, and health. For more information, visit acsh.org.
Alexandra VonPlato. Executive VP, Chief Creative Officer, Digitas Health, Philadelphia; Digitas Health is a next- generation marketing agency brand for healthcare that provides solutions for demand generation, demand servicing, and relationship building across channels and audiences. For more information, visit digitashealth.com.