Inoculation and Mutation
WORD FROM THE INSIDE
“We take the guidelines really seriously,” Edmondson stated. “Basically, we’re not giving out any pens, pads or premiums. Anything that is not medically relevant—all that stuff that we used to do—we will not be spending money on anymore. We take that seriously.”
As for what products Edmondson would still be open to using for promoting Lovaza, she said a lipid handbook for a physician would be a good example of a medically relevant item. “Maybe a model, maybe a wall chart,” she continued. “But, less and less of that. We’re not going to spend a lot of money there. [But] anything we give to the doctor is going to be educationally based.” She added, however, that promotional spending would vary across drug brands, meaning that Lovaza’s promotional spending may be larger or smaller than other products within the company.