Pharma Marketing Blog says Pfizer/Amgen have lame arthritis campaign

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John Mack’s Pharma Marketing Blog is always an entertaining and informative read.

Last week he posted what he stressed was NOT an attack on pro golfer Phil Mickelson. Mack explained he’d already done that – back last August when he asked, “Is Phil Mickelson Shilling for Enbrel?” and in another post just a few weeks ago.


This time, Mack criticized: “the ‘non-branded’ disease awareness campaign just announced by Pfizer & Amgen, the companies that bring you ENBREL.” He posted the web screen shot displayed above, and wrote:

“In case you missed it, I circled the “money shot,” which is not Phil hitting the ball in the hole, but the prominent link to a “treatment option.” The link, of course, leads directly to the branded ENBREL website. Surely, this biologic compound that has a LONG list of things you need to tell your doctor about before taking (eg, “if you live or have lived in …the Southwest”) is NOT the first treatment option one should consider!

Amgen and Pfizer have teamed up (ie, given money to) the Arthritis Foundation and the National Psoriasis Foundation — patient groups — to form the “Joint Smart Coalition,” which is responsible for the “On Course with Phil” campaign.”

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