Don’t hide in the corner office. Don’t send flaks, lobbyists and flunkies to tell your story. Stop running meaningless ads. You must be “willing to get out in public and address consumer concerns” about pricing, safety and promotion, writes Bob Ehrlich, a former Warner-Lambert exec who runs DTC Perspectives, a consulting firm, and periodically sends e-mail missives about the industry.

“Drug companies must make more effort to improve public perception. This must be through actions that can really persuade people. Hokey, self congratulatory corporate commercials are not the answer. Dealing with price concerns is a must. This can be through subsidy programs or rebates that make drugs more affordable.

“Dealing with safety is a must. Drug approvals must be done only after all clinical data is sent for review, not just the good results. Finally, drug executives must stop being so insular and defensive. Much of the criticism is valid and cannot be discarded.”

Ehrlich is pretty sharp. He understands marketing and knows all the tricks. And his candor is refreshing in an industry that is afraid to admit mistakes. Bob, here’s a suggestion: at your next conference, include mirrors in those packets full of pads, pens and trinkets.

[tags]DTC, Pricing, Safety[/tags]