What's the single worst event to have happened to the US pharma industry? You or I might come up with a list of a dozen or more candidates. For Bill Burns, CEO of Roche’s pharmaceuticals division, it's direct-to-consumer (DTC) advertising.
Still, Roche isn’t exactly top of the DTC spending ranks: it sells mostly specialist drugs, after all. And DTC ads probably did more to batter rather than boost sales of one exception, fat-buster Xenical--are you thinking of oily-stools yet?
We know where Burns is coming from. But we, sadly, find it harder to imagine US public perception approaching where he’d like it to go: the gilded, pharma-friendly society in Roche’s native Switzerland, where “seven out of ten people are proud of the industry’s achievements.”
image from flickr user lecourrier used under a creative commons license