Monday, May 28, 2007

INNERSTATE: Is it DTC Advertising?

Tuesday, May 22, 2007
'Round the Sphere: Moore (sic) Movies
 
 
INNERSTATE: Is it DTC Advertising?
SiCKO wasn't the only movie on pharma bloggers's minds this week. Centocor's 58-minute disease awareness documentary INNERSTATE was also a hot topic in the Sphere.
After finally seeing the movie, Pharm Aid was enthusiastic about it:

"Johnson & Johnson has a long history these kind of broader issues-based campaigns. Since the J&J product, Remicade, is never mentioned in the film and no treatment option is pushed (contrary to Avorn’s comments that this is a “commercial”), it’s not clear if J&J is thinking of InnerState as an issues campaign or if this is more traditional product push."
Unfortunately, as I pointed out on Pharma Marketing Blog and as Ed Silverman pointed out on Pharmalot, INNERSTATE may actually be a commercial. True, the movie itself never mentions Remicade (Centocor's product), but, according to evidence submitted to me by SEIU Local 32BJ, Remicade product information -- a medication guide -- was distributed at a showing of the movie in the King of Prussia Mall in PA in April. I also received the INNERSTATE DVD in the mail containing this product information along with the movie. IMHO, this makes the entire campaign a DTC promotion rather than an unbranded disease awareness campaign, which is how it has been generally described in the press and on other blogs.
 
Of course, SEIU Local 32BJ has a bone to pick with J&J and has sent letters to FDA and PhRMA claiming that Centocor is in violation of FDA regulations and PhRMA DTC guidelines. However, as I explained to the union's representative, I do not believe Centocor is in violation because it included all the necessary fair balance information.
 
Anyway, you can find all sides of the story here, including a lengthy statement from Michael Parks, Centocor's Director of Public Relations, and Executive Producer of INNERSTATE. This level of engagement with bloggers is unprecedented and earns Centocor kudos from me.
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