Metode de marketing la GlaxoSmithKline
de Scott Hensley (NPR- National Public Radio, USA)
Saptamina aceasta , GlaxoSmithKline a recunoscut cea mai mare frauda in sanatate din istoria Statelor Unite. Abuzurile comise se constituie intr-un tablou bogat, cum se va vedea mai jos.
Guvernul Statelor Unite a emis o hotarire de frauda in sanatate de 3 miliarde $ pe seama GlaxoSmithKline impreuna cu un maldar de documente atestind practici de vinzari frauduloase ce s-au inmultit de la an la an.
Producatorul britanic de medicamente a pledat vinovat la trei dintre acuzatiile de malpractica in vinzari. Dar in alte privinte nu admite vreun abuz in promovarea Lamictal, Zofran, Imitrex, Lotronex, Flovent, Valtrex, Avandia sau Advair.
Totusi, aceste practici au inclus:
Angajarea unui medic celebru, Dr Drew Pinsky, pentru a vorbi despre antidepresivul Wellbutrin ca despre un remediu pentru disfunctiile sexuale. Medicul a primit 275.000$ pentru aceasta…insa medicamentul nu fusese inca testat!
Pentru a creste vinzarile unui medicament antiastmatic, Advair, reprezentantii medicali au fost formati sa il prescrie la orice bolnav de astm, desi, datorita efectelor adverse, el nu fusese aprobat decit ca medicament pentru situatii grave.
Ca practici de mituire a medicilor, Glaxo a folosit cadouri, plati pentru consultanta si publicitate vocala, acces la evenimente si multe altele. Anumiti reprezentanti medicali din Anglia au primit bilete la evenimente sportive ca recompensa pentru vizitele la doctori.
Anul trecut, Deirdre Connelly, presedintele Glaxo pe Statele Unite, a recunoscut public ca industria de medicamente e in deriva. Modelul dupa care se procedeaza in vinzari se potriveste cind vinzi masini sau bomboane dar nu pentru medicamente pe baza de reteta.”Este nevoie de o schimbare” spune ea, si una semnificativa la Glaxo a fost sa fie eliminate bonusurile pentru numarul crescut de prescriptii in teritoriu pentru reprezentantii medicali.
19 răspunsuri
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