jueves, 30 de octubre de 2008

Off-Label Promotion, On-Target Sales

Tomado del último número de PLoS (Oct.2008):

Once a drug is approved for a decoy indication, labeled and off-label promotion may occur concurrently. Journal advertising and direct mail channels are used to market labeled indications. Off-label campaigns are launched outside of the sales force.

Nationally known, influential academic physicians help “word-of-mouth” or “buzz” marketing. These “thought leaders” or “key opinion leaders” (KOLs) support labeled marketing efforts as well, but they are considered crucial for the promotion of off-label uses. Industry-paid KOLs are never company employees. Rendering purportedly independent opinions, via articles and lectures, KOLs are able to elude laws against off-label promotion.


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