Here are a couple of my favorite excerpts.
• Maintain SRI category leadership in number of journal ad inserts
• Maintain SRI category leadership in total number of medical education events (Including CME symposia, speaker programs, teleconferences, and peer selling programs.)
• Generate significant Lexapro specific news coverage to both consumers and healthcare
• Have Lexapro included in all depression/anxiety related round up articles/stories that
Yep, there it is, number three on their list of strategies: CME symposia. But like any successful company, Forest leaves nothing to chance. In order to make sure that Lexapro-friendly CME got in front of potential prescribers, they came up with a variety of tactics, such as:
"A reporter from publications like CNS News, Psych Times, and the Journal of Clinical Psychiatry will be sent to cover key Lexapro data presented at important medical meetings. Data from ADAA (Anxiety Disorders Association of America), APA (American Psychiatric Association), AAFP (American Academy of Family Physicians, and AAGP (American Association for Geriatric Psychiatry) will be reported in the journal as a CME supplement.
Cost per unit:$75,000
Estimated Cost: $300,000"
In other words, rather than waiting for doctors to decide to write their own articles singing the praises of Lexapro, Forest decided to hire reporters from journals to cover the CME symposia they already paid for. Based on the reporting, ghostwriters would then scribble the articles, and plant some psychiatrists' names as authors. The articles would be packaged as "CME supplements" with the journals.
It's so much more...efficient this way!
There's more in this document, much more. Please give it a read, but I suggest you do so on an empty stomach.