# Presentation: 641186

## Meg Columbia-Walsh

**C  R  E  A  T  I  N  G    Y  O  U  R     B  E  S  T    F  U  T  U  R  E**

**CONFIDENTIAL**
**© **Faith Popcorn’s** Brain**Reserve** **2005  All rights reserved.

**Meg Columbia-Walsh**
**Managing Director, Faith Popcorn’s BrainReserve**
**20 years pharmaceutical sales, marketing and ebusiness experience**
**J&J Sales Representative and DM, Founder and CEO: CBSHealthwatch.com, HealthTech Digital, CEO Oncology.com**

**FDA Public Hearing on ****Direct-to-Consumer Promotion of Medical Products**

**Nov. 1 – 2, 2005**

## DON’T RESTRICT INFORMATION -  PROVIDE MORE

**Provide education on the risks and benefits of products and encourage consumers to become knowledgeable and empowered managers of their health**
**You cannot regulate consumers ability to seek or gather information regarding their health**

## THE CYBER CAT IS OUT OF THE BAG

**DTC and the Internet created an environment of ****Empowered, ****Information-seeking**** consumers**
**Every person diagnosed goes to the ****Internet**** for information**
**Accenture reports that in the next 5 years, ****27 BILLION**** of ad value will be lost to DVR, i.e., Tivo **
**So Don’t Worry About Regulating DTC, ****Not Everyone Is Watching Anyway**
**All communication is DTC, every word that the FDA or the Pharmaceutical Industry prints is public information and consumers will find it**
**Sooo...Don’t Let Them Have to Find Information ****That May Not Be Accurate**

## B R A I L L I N G  T H E   C U L T U R E 

**B R A I L L I N G  T H E   C U L T U R E **

## Listen to Your Consumers

- I think corporations are in it for themselves

- I don’t know if this is safe for my child

- I don’t know **who** to believe anymore

**I need all the information straight up**

- I don’t know who to trust

- My brand better not embarrass me

**Listen to Your Consumers**

- I don’t want to be lied to

## Trans

**People embrace and respect companies that are open about their corporate flaws**

**Trans**

**P a r e n t**

## Manifestations

**Whole Foods** responds to criticisms of animal cruelty by changing suppliers and creating an Animal Compassion Foundation

**Trans**

**P a r e n t**

**Manifestations**

**McDonald’s** launched an Open Door program across Europe, inviting customers into the kitchen to inspect food quality and practices

## Trans

**but you can’t hide**

**Trans**

**P a r e n t**

**Consumer Insight**

## Implication

**Trans**

**P a r e n t**

## Trans

**How can the FDA and the Pharmaceutical industry earn the unconditional trust of consumers?**

**Trans**

**P a r e n t**

## Listen to Your Consumers

- We are United

- We are **one click away** from each other

- We grew up in cyburbia

- We are networked

- We trust each other

- We exchange shopping tips

- We are each other’s helpline

**Listen to Your Consumers**

## Curation

**People turn to connected peer groups as the new authority for information, news ****and advice**

**Curation**

**N a t i o n**

## Manifestations

- DaddyType.com is a blog for new dads to interact and exchange information

- Epinions members read other consumers’ reviews before they decide on a purchase and rate each other’s ratings

- Alpha Mom is a 24-hour video on demand TV channel dedicated to mothers, offering shows on pre-natal care, birthing and parenting

**Curation**

**N a t i o n**

**Manifestations**

## Curation

**Institutions are being marginalized as the trusted sources of knowledge**

**Curation**

**N a t i o n**

**Consumer Insight**

## Curation

**How can the FDA and the Pharmaceutical Industry stay relevant to its ****well-connected consumers and gatekeepers?**
**Which peer communities should you join? **

**Curation**

**N a t i o n**

**Opportunities**

## Listen to Your Consumers

- I am my own doctor

- I rely on my friends for health solutions

- I get all my information online

- I can figure it out on my own

- I value my health

- I don’t trust my doctor anymore

- I know what’s best for me and my kids

**Listen to Your Consumers**

## Self-Prescribed

**Access to information empowers people to diagnose, prescribe and treat themselves**

**Self-Prescribed**

**W e l l n e s s **

## Manifestations

- Consumers have discovered that StriVectin, the stretch mark cream, has an alternate use for facial wrinkles

**Self-Prescribed**

**W e l l n e s s**

**Manifestations**

- Sales of mangosteen juice have skyrocketed at Costco, since consumers have discovered the “fruiticeutical’s” powers

## Self-Prescribed

**first-year medical students: Thirsty for information****and quick to judge**

**Self-Prescribed**

**W e l l n e s s**

**Consumer Insight**

## Self-Prescribed

**How can the FDA and the Pharmaceutical Industry help consumers to become more accurate when diagnosing their family’s and their own wellbeing?**
**How will the FDA and the Pharmaceutical Industry stay indispensable to a generation of overconfident ‘self-prescribing doctors’?**

**Self-Prescribed**

**W e l l n e s s**

**Opportunity**

## Full Disclosure, Open CommunicationAnd AccountabilityAre The Only Values That Will Restore Consumer Trust in The FDA And The Pharmaceutical Industry
Soooooo...
Do not regulate or limit access to information
Provide more education and information about Pharmaceutical products
Consumers will find out the information anyway so it should come from the most knowledgeable source

**Soooooo...**
**Do not regulate or limit access to information**
**Provide more education and information about Pharmaceutical products**
**Consumers will find out the information anyway so it should come from the most knowledgeable source**

## O B J E C T S

**I   N       T   H   E **
**F  U  T  U  R  E    A  R  E**
**C   L   O   S   E   R        T   H   A   N**
**T     H     E     Y       A     P     P     E     A     R**

**WARNING**