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Fair Balance is Anything But

I think we’ve reached the point of lunacy in pharmaceutical marketing with the balance between promotional claims and the important safety information (ISI). Why do I say that? I just had the opportunity to review a 16-page patient education brochure that is all ISI and doesn’t have one claim about the drug’s efficacy.

What reaction do we expect from the patient who is contemplating the physician’s recommendation to go on Product X and is dutifully handed the patient education brochure for Product X that his sales representative provided? Is this fair balance? Fair warning? Or Sales Prevention?

Obviously fair balance is something that has to and should be accomplished, but it might be time to remind your regulatory and legal folks that it’s called balance for a reason.

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