1. Marketing Madness: Hearts and Minds Selling Sickness: Influences on Influence Amsterdam 2010 Dee Mangin

2. Effect of promotion You

3. Effect of promotion….. You The person next to you Steinman et al Am J Med 2001

6. Unrecognized Erectile Dysfunction

11. In 6 weeks Paxil became the #1 drug for new prescriptions and achieved $120 million US – 4 to 1 Return on Investment Generalised Anxiety Disorder sufferers use specific media to escape from daily life. They connect with television programs that provide escape (eg Comedies, Movies, Touched by and Angel)

15. Positioning DETROL (Creating a Disease) Neil Wolf Group Vice President, PHARMACIA Presented to PMRG October 7, 2002

17. Urge Incontinence Market US Urge Incontinence 12 million Sufferers

18. Overactive Bladder US Urge Incontinence 12 million sufferers Urgency Frequency 21 million sufferers 64% of patients suffer from “dry” OAB OAB is 2.7-fold larger opportunity than urge incontinence

19. Orlowski JP, Wateska L. Chest 1992;102:270-3.

20. Source: PHARMAC 2003

21. Broken Hearts: The marketing of SSRI antidepressants in pregnancy

24. Paxil Dose 0 mg 5 mg 15 mg 50 mg %Dead @ 4 Days 12% 66% 92% 100% STUDY 295 1979

25. 1996

29. Birth Defects: first 12 weeks

30. Heart Defects: first 12 weeks

31. Risk of Heart Defects Paxil

35. Stopping SSRIs

43. depression social anxiety disorder panic disorder OCD

44. “ You get one chance to raise your kids, why do it with depression?”

48. Depression in Women: Times for Special Consideration ・ Premenstrual ・ Pregnancy ・ Postpartum ・ Perimenopause ・ Postmenopause Short half life Lactation Untreated depression THE ANTIDEPRESSANT OF CHOICE FOR WOMEN

49. GSK Speakers Bureau Slides

51. Mother Knows Best Mary Beth

65. “ The occasion when in the intimacy of the consulting room or sick room, a person seeks the advice of a doctor, whom s/he trusts. This is a consultation and all else in the practice of medicine derives from it.” James Spence: The Consultation

66. Learning from examples