Physician Empathy vs. Pre-Launch Marketing

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Physician Empathy vs. Pre-Launch Marketing

Posted: May 3, 2007

A recent article in the Boston Globe about pharmaceutical companies "pitching empathy" to doctors focused on an exhibit at the American Academy of Neurology meeting that "claimed it could create, in a perfectly healthy person, the disorienting symptoms of multiple sclerosis."

What is the real goal of the "MS simulator"? Is it really to increase physician empathy and thereby increase scripts? Do specialists who see MS patients every day for years need to learn to emphasize with their patients? Is there actually a causative link between increased empathy and more prescriptions? Or is there something else at work here?

For the answers to these questions, plus a solution you may find surprising coming from an industry "critic," read today's post to Pharma Marketing Blog.

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