以下是引用特深沉在2007-9-15 13:17:00的发言：
老百姓可以选择，假如禁止处方药物做广告的规定严格执行，禁止医院医生接受医药公司回扣。 辉瑞的Exubera能成功吗？
自从18个月前Exubera上市以来，每个月的销售收入只有400万美元，辉瑞公司不得不使出浑身解数来推动这种吸入性胰岛素品牌药的销售。在过去的一个星期里，辉瑞公司就专门为Exubera发起了一场电视营销战。
Pfizer launched its first TV campaign for Exubera this past week in an attempt to breathe a little life into the stalled inhaled insulin brand. And with just $4 million in quarterly sales after 18 months on the market, Exubera needs all the help it can get.
但是，这次名为“现在我有它了！”的电视营销战真的能把Exubera带上销售快车道吗？就像我们在五月份的IN VIVO网站上发文指出过的那样，Exubera有一些很大的市场障碍，第一，还没有完全证实吸入性胰岛素要比注射胰岛素更有效；第二，吸入性胰岛素还有烦人的肺安全检测。
But will the “Now I Get It” campaign be enough to put Exubera on a faster track? As we pointed out in an IN VIVO article in May, Exubera has some pretty major marketing hurdles: 1) it’s not clear that inhaled insulin is any more effective than the injectable stuff; and 2) there’s that pesky long-term pulmonary safety signal.
但是最大的障碍来自于吸入性设备的大小。难以想像，你会在饭馆吃饭的时候突然拿出个网球大小般的小药罐。辉瑞公司也意识到了这一点，并且希望通过商业运作尽可能地消除这种印象。在他们的广告中，一个男人在和朋友吃饭的时候，很自然地掏进掏出吸入剂，但是其中吸入剂设备的大小被刻意伪装了。
But perhaps the biggest hurdle is the size of the inhalation device. As big as a can of tennis balls, it’s not exactly something you’d like to whip out at a restaurant. Pfizer tries to dispel that notion in the commercial: a man is shown holding and closing the device while having a meal with a friend—but in such a way as to disguise the actual size of the thing.
根据RPM的报道，Exubera型号的问题已经不是什么新鲜事了。早在2005年FDA专家委员会评审Exubrea的时候，一个小组就说，尽管Exubera采用了"中性化"的包装设计，但是携带不便的问题仍然会降低病人服用Exubera时的顺应性。另外，Exubera吸入器看起来就像个大鼓，使用时的尴尬造成了新的问题。
The size problem isn’t new: as reported by The RPM Report, during FDA’s 2005 advisory committee review of Exubera, one panelist noted that despite the increase in “metrosexuals carrying purses,” the inconvenience of carrying the device may actually prevent patients from complying with their treatment regimen. Embarrassment also may be a factor: as the Pharma Marketing Blog points out, the inhaler looks like a large bong.
很有趣的一点是，商业活动中也不会考虑吸入性胰岛素的服药便利性，实际上，“针筒”这样的词是绝对不会被提到的。但是，这也有可能是因为对于大部分的病人来说，吸入性胰岛素不能代替注射胰岛素。相反，辉瑞公司只是把Exubera当作控制血糖水平的一个辅助治疗。
It’s also interesting to note that the commercial doesn’t ever discuss the convenience factor of inhaled insulin—in fact, the word “needle” is never uttered. But maybe that’s because for the majority of patients, inhaled insulin can’t replace injections. Instead, Pfizer sells Exubera as a treatment to help control blood sugar levels.
吸入性胰岛素会有一个更简单的销售，因为后面还有许多其他的吸入性胰岛素产品即将上市，并且都有更小的吸入设备，辉瑞公司必须抓紧时间了。这是一笔圆滑的商业事件，但是能否通过Exubera的DTC(药物电视广告)来帮助辉瑞克服设备忌妒仍然值得怀疑。
Inhaled insulin should be an easier sell, and with a number of other inhaled insulin products coming down the pike (all with smaller inhalation devices), Pfizer is running out of time. It’s a slick commercial, but it’s doubtful that the introduction of DTC ads for Exubera will help Pfizer overcome device envy.
最关键的一点：自己做判断！
But hey, don’t take our word for it: judge for yourself. To see a clip of the broadcast ad, click here, and tell us what you think. --------------------------------------------------------------------------- Senators Seek Public Listing of Payments to Doctors
美国国会议员要求公布药厂支付医生的数目
By GARDINER HARRIS
作者GARDINER HARRIS
From NYT
来自《纽约时报》
WASHINGTON, Sept. 6 — Makers of drugs and medical devices would be required to report publicly nearly all payments and gifts to doctors under legislation introduced Thursday in the Senate.
华盛顿9月6日消息：在周四的议会中引入的立法规定， 药品和医疗器械制造商将会被要求公开报告几乎所有给医生的报酬和礼物。
“Right now, the public has no way to know whether a doctor’s been given money that might affect prescribing habits,” said Senator Charles E. Grassley of Iowa, the ranking Republican on the Senate Finance Committee and one of the bill’s authors.
“目前，公众无法了解医生是否会因获得钱而影响到处方习惯，”议会财政委员会共和党首席代表，该仪案的作者之一，爱荷华州议员Charles E. Grassley说。
Senator Herb Kohl, Democrat of Wisconsin, said drug and medical device makers had long defended their payments and gifts to doctors as appropriate.
威斯康星州民主党，议员Herb Kohl说， 药品商和医疗器械商已经很久把他们的报酬和礼物辩护成为合适的。
“If that is the case, full disclosure will only serve to prove them right,” Mr. Kohl said.
“如果这是事实，那么完全公开可能只会证明他们是正确的。” Kohl先生说。
Ken Johnson, senior vice president at the Pharmaceutical Research and Manufacturers of America, said, “A new law is not necessary when pharmaceutical marketing is already heavily regulated by the Food and Drug Administration.”
美国药品研究厂商副主席，议员 Ken Johnson说“当药品市场已经被食品药品管理局严格管理的时候，这个新的法案未必是需要的。”
The F.D.A. does not regulate the gifts or consulting arrangements drug and device makers routinely provide doctors, and it reviews only a fraction of the scripted marketing talks doctors make on companies’ behalf.
食品药品管理局不能管理礼物或是药商和器械商常规提供给医生的询问安排的事情，他只是回顾到医生为了公司的利益照本宣科的市场谈话内容的一部分。
The bill results from growing concerns that free meals and consulting payments — which in some cases have exceeded $100,000 annually — lead doctors to prescribe more expensive drugs and devices, increasing the costs of health care and sometimes endangering patients.
法案的产生是由于对免费饭局和咨询报酬引起了关注，——在某些情况下，每年已经超过100000美圆——这些使医生开更贵的药品和器械，增加健康卫生成本，有时候增加了患者的危险。
Minnesota and Vermont require disclosures, and the legislatures of Maine and West Virginia have passed measures that may soon require them. Other states are considering similar measures.
明尼苏达州和佛蒙特州要求公开，缅因州和西维吉尼亚立法机关已经通过了可能马上要求实行的措施。其他州正在考虑相同的措施。
The bill introduced Thursday is more comprehensive than any state measure. It includes medical device companies, not just drug makers, and has a more inclusive list of gifts and benefits that must be disclosed.
周4引入的法案可能比任何州的措施都要复杂。它包括了医疗器械公司，而不只是药商，他要求公开包括礼物和好处的清单。
For instance, any payments or benefits made “directly, indirectly, through an agent, subsidiary or other third party” would have to be disclosed. That could include payments by universities and an array of small companies that, with industry financing, set up conferences for influential doctors at expensive hotels. Such payments have never been disclosed on a widespread basis.
比如，任何“直接，间接，通过代理，辅助补充的或第三方的”报偿和好处将会不得不公开。这些可能包括大学发的报酬，公司的，，需要为了邀请专家医生在贵的旅馆举办会议的产业财政。这些支付从来没有广泛公开过。
The bill would also require the disclosure of financing for continuing medical education. Drug and device makers now underwrite much of the continuing education that is required of nearly all doctors.
这个法案也要求继续医学教育财政的公开。药商和器械商目前正在为几乎所有需要的医生的继续教育买单。
Companies with at least $100 million in annual revenues would have to make quarterly disclosures of gifts or payments that exceed $25, and the reports would be posted on a Web site. Companies failing to make the disclosures — and many have not complied with the laws in Minnesota and Vermont — would be fined at least $10,000 per infraction.
每年税收上至少100百万的 公司每季度会公开超过25美圆的礼物和报酬，并把报告贴在网页上。公司不能公开的————不尊照明尼苏达州和佛蒙特州 法律的————每次违反可能会罚款至少10000美圆。
Under the bill, the provision of free drug samples and financing for clinical trials would not have to be disclosed.
在法案下，免费药品样品的提供或临床实验的财政可能不会公开。
Rob Restuccia, executive director of the Prescription Project, a nonprofit group that works to eliminate conflicts of interest in medicine, said some academic medical centers already restricted gifts to faculty members. Greater disclosures would lead to more such restrictions, Mr. Restuccia said.
一个工作消除在药品上兴趣冲突非赢利组织，处方工程的执行总管，Rob Restuccia说，一些医学院中心y已经限制全体成员。更好的公开也会产生有更多的限制。Restuccia先生说。
i More Articles in Washington
在华盛顿上有更多的文章。
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发表于 2007-9-14 06:49
