lunes, 16 de junio de 2014

De estudiantes y mujeres en paro que terminan en la cárcel...

Salvo milagro de última hora, Carmen y Carlos entrarán en prisión. Desconozco los detalles de lo que sucedió el día de hechos y soy lego en leyes, por lo que no me creo con capacidad de hablar de lo legal y lo justo de la sentencia…Sí creo injusto un sistema que encauza los hechos hacia este final.

Carlos estudia Medicina y podría ser mi hermano. Pero Carmen está parada y podría ser mi madre. Apoyar a Carlos sin conocerlo podría ser tachado de corporativismo. Sentir que mi madre en paro enervada durante una huelga y sin que se le acuse de otro delito que el de intimidar a una trabajadora que no creía conveniente hacer huelga (contra el derecho de los trabajadores, le llaman) sea condenada a tres años de prisión, me perturba.

Identificarme con Carlos es sencillo, hacerlo con Carmen es descorazonador.

Su familia, amigos y conocidos piden que les ayuden con la solicitud de indulto (indulto, ¿os suena?)


PD: Si alguien se pregunta si el motivo de que escriba esto aquí puede ser otro que el corporativismo, dejo que R. Virchow conteste: La medicina es una ciencia social y la política no es más que medicina en grande”.

miércoles, 11 de junio de 2014

Drug marketing: spreading the ideavirus in the right way

I've just finished Seth Godin's Purple Cow. Although the story is not new, it came to my knowledge recently when I decided to attend a marketing lecture promoted by ESADE here in my town in Seville, Spain.

To say it in few words, I'm a medical doctor specialized in Endocrinology and Diabetes slowly getting away from my comfort zone. I have written a couple of novels and I'm currently exploring the world outside the medical profession.

My first novel - not translated into the English language as yet - K.O.L. Líder de Opinión, depicted les liaisons dangereuses between medical doctors and Big Pharma. Much of what is written thereby is based upon my own experience. The story was welcome by some international academic authorities.

Having read Seth Godin's book, one has in front the perfect manual of Big Pharma's action to persuade and to operate in the global health business.

1. Differentiate yourself. Differentiate your products. Obtain the purple cow. Your product must be unique in this or that.
2. Forget old mass campaigning. That belongs to the past. Today, doctors are busy people and do not pay any attention.
3. Explore your customer - in this case the prescriber -. Know him, her. Know about his, her doubts, problems or anxieties.
4. Do not attack the mass - the centre of the Moore's curve (see picture) -. You must address your messages to the left angle ("innovators", those loving the problem, those having an otaku about the issue who will be delighted to use everything that is new and to communicate the others, assuming thereby the role of transmitters, freeing you from boring - and expensive - investments in pub).
5. Sustain the movement from the left to the centre in order to let your purple cow grow and grow until you find a new purple cow to delight innovators once again.

When we speak about drug marketing, the process is expensive and sometimes dangerous. We're not dealing with a toy or a PC. Rather, it is the others' health, supported by the others' pocket. The equation becomes a little bit more complicated. Innovators are often paid to expand their message to early adopters. You have here the Key Opinion Leaders (International), who deliver the message in selected articles or congresses to Key Opinion Leaders (National or Regional), who will repeat the message to "early majority pragmatists". In the end, the whole process is controlled for by the Big Pharma competition. A complex issue to be dealt in a simple post.

I'd like to propose a way to reverse the situation. I belong to a group of physicians for whom public health is an issue and the Public Health System a good idea. That is to say, a good product to be kept and to improve year after year. This is our "Purple Cow". We think that this is by no means an old fashioned and boring product.

I think that Public Health Innovators should work together in the left angle of Moore's curve targeting their messages to Public Health Early Adopters, who will accept this ideavirus, as much as it is not boring nor unacceptable. This body of thoughts and beliefs could be easily put into "early majority pragmatists" taking for example a message like this: "we're dealing about important issues of human life, do not use expensive resources unless carefully considered."

Action is possible in a comprehensive way. Social net provides a splendid chance to interact. It is time to understand what is really important and how we can defend it.