The Thin Blue Line?

Well, maybe not exactly, but as the new PhRMA guidelines take effect, the healthcare industry is once again trying to define that fine line that differentiates influencer education and undue influence. Is the line crossed by the volume of branded pens, mugs and prescription pads that are handed out? I'm not passing judgment on those tactics, but the new guidelines invite health industry marketers to evaluate their dealings with a wide range of influencers . As professionals in the field, we have been in the heart of this struggle, initiating the dialogue and creating codes with industry leaders -- including the representatives of PhRMA.

But should we draw the line only within the healthcare industry? We think not. At the end of the day, we are all responsible for influencing consumers on things that quite often (ok, maybe not always) significantly impact their lives. Marketing professionals should be interacting with influencers in the most ethical manner whether they be in the automotive, financial or consumer packaged goods industries. We suggest everybody take a look at these latest guidelines (http://www.phrma.org/files/PhRMA%20Marketing%20Code%202008.pdf ) and reevaluate their own practices. You might think twice about those branded shot glasses or free product.

Evelyn Sprigg