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Cephalon Reaches Out to Health Bloggers: Join the Webcast on December 13

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Rx drug maker directly engaging bloggers? You have to see it to believe it. Tune it to our webcast with Cephalon's VP of Medical Services

I have been beating the drum of how healthcare organizations need to reach out to the new Internet influencers for quite a while. With every passing day now, I feel that the message is being taken to heart.

Cephalon is a biopharma specializing in drugs to treat and manage neurological diseases, sleep disorders, cancer, pain and addiction. On Thursday, December 13, 1:30 – 3:00 p.m. EST they are hosting a webcast (sign up here) featuring a Q&A with Jeffrey M. Dayno, MD, VP of Medical Services. He will talk about sleep apnea (excessive sleepiness) and Provigil, their Rx treatment.

Full disclosure, I am consulting Cephalon on online community engagement. This is similar to my other roles this year with Humana and Johnson & Johnson.

Now, here are a few highlights about the webcast and the topic

The goal of the webcast is to educate the public about the symptoms and risks of sleep apnea. The purpose of blogger outreach is to help start online conversation about it. In case you are wondering, the symptoms of sleep apnea include:

  • Loud snoring interrupted by periods of silence followed by gasps for air
  • Restless sleep
  • Morning headaches

Since Provigil is an Rx drug, the webcast might raise a few eyebrows

Over the last two years I witnessed firsthand how much pharma communication pros are worried about formats they cannot control, especially with the risk of adverse event reporting. Caution is always a good thing, but here it is really misplaced. Adverse events get reported no matter what. Ignoring conversational media simply makes your company seem out of touch and tone deaf at best, and potentially malicious and having something to hide at worst.

Now, what about the inevitable worries of "marketing influence"?

I realize that the reputation of pharma industry in the blogosphere has a lot of room for improvement. In part precisely because there has been real lack of human communication. This outreach is a step in the right direction. If there are a lot of rumors, confusion and off-label talk flying around a drug, what can be better than hearing from a senior medical expert on what is the "kosher" way to use it? At the end of the day, it is up to your doctor to decide if the drug is right for you.

Cephalon is setting an example for the phrama industry by breaking the pattern of "ostrich behavior". I hope you join the webcast.

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from A Blog Around The Clock on Tue, 12/18/2007 - 10:30am

Dmitriy Kruglyak posted a summary of last week's Cephalon webcast. The topic was Sleep Apnea, something I guess a number of my readers would be interested in. So, go ahead and listen to the podcast and read Dmitry's summary and...

from HealthBlawg on Mon, 12/10/2007 - 10:43am

Dmitriy Kruglyak of Trusted.MD has been working up a Provigil webcast, taking place Dec. 13, to be hosted by a doc and sponsored by the biopharma company selling this sleep apnea drug. I think Dmitriy is doing his client a

Comments (10)

Submitted by drgreenburg on Sat, 12/08/2007 - 12:09pm.

My name is Dr. Jonathan Greenburg, and I read your post with a great deal of interest.

As a health professional who treats sleep apnea, snoring and CPAP intolerance every day, I know how important it is to educate the public and get the word out about getting treatment.

Sleep Apnea is an incredibly under diagnosed and misdiagnosed condition. There are over 18 million people with some sort of sleep disorder, and millions more that do not even realize that they have may have a serious health condition that puts them at risk of stroke and heart attacks. They are walking time bombs, much like the famous football star Reggie White, who died from conditions related to untreated Sleep Apnea.

When you don't get the oxygen you need when you sleep, your heart works harder, your brain is starved and you actually risk an untimely death...

So, as you can see this is not a "light" topic, and I am passionate about what I do.

I also see very clearly that the healthcare industry does not do an effective job of raising awareness, properly diagnosing and effectively treating this serious life threatening health condition.

I am all about raising awareness and education, (I recently was interviewed during a live simulcast entitled Sleep Apnea -A Not So Silent Killer), however I cannot stress highly enough that if you are going to talk about Sleep Apnea, you should at least correctly define the term and not and minimize Sleep Apnea to a problem of "not getting enough sleep or feeling tired during the day" Those are just symptoms of Sleep Apnea.

Here's the definition of "Apnea"

Apnea: An apnea is a period of time during which breathing stops or is markedly reduced. There are two types of apneas, the more common obstructive sleep apnea and the less common central sleep apnea.

Apneas usually occur during sleep , and when they do occur, sleep is usually disrupted. Sometimes the person wakes up completely, but sometimes the person comes out of a deep level of sleep and into a more shallow level of sleep. Apneas are usually measured during sleep (preferably in all stages of sleep). An estimate of the severity of apnea is calculated by dividing the number of apneas by the number of hours of sleep, giving an apnea index (AI). The greater the apnea index, the more severe the apnea.

Given the proper definition of an apnea, especially "obstructive" sleep apnea, what I say next may be somewhat controversial given the fact that we are trying to build rapport with fellow health care professionals, however I do have an issue with having a drug company address Sleep Apnea.

How does any medication from any "pharma" company address the "obstruction" with a Sleep Apnea patient?

This is very critical if you want to have an educated discussion. To be blunt, if you don't address what is actually causing the obstruction you would be doing anyone who listens to your interview a huge disservice.

I could get into the vast amount of research that has shown that the culprit that needs to be addressed with a Sleep Apnea or Snoring patient is the tongue. If you don''t talk about a treatment that includes what you do with the tongue, then you are simple putting a band-aid on a huge gaping, untreated infected wound.

I hope my comments are not perceived as offensive, as my goal here is not to offend, but to add value to the discussion. I hope my schedule allows me to join you all on the call.

Best Regards,

Dr. Jonathan Greenburg DDS, FAGD
http://www.apnea-treatment.com

Submitted by hippocrates on Sat, 12/08/2007 - 12:20pm.

Dr. Greenburg,

Greatly appreciate your interest and your comment.

In my post, I in no way expected to address everything there is to say about sleep apnea - but only to announce the webcast next week.

Defining, diagnosing and treating conditions such as sleep apnea is up to physicians like you, with help of drug companies - wherever appropriate. The goal of the call is to raise awareness with the general public.

I hope you join us and consider spreading the word.

Submitted by Orbit Medical on Wed, 12/12/2007 - 9:43am.

Dr. Greenburg,

Thank you for your comments, I couldn't agree with you more. We work with sleep apnea patients daily and use CPAP, BiPAP machines to help people work through sleep apnea. I think your comments are exactly on target. Sleep apnea is a huge issue and I am very happy that it is getting more attention. I think this webcast idea for Cephalon is good but they need to focus on sleep apnea, its causes and its effects. They need to focus on the facts and stay away from promoting their drug or it may backfire on them. If raising awareness of sleep apnea is truly their only purpose then it should work out well.

thank you,

Brett Flitton

Orbit Medical

Orbit Medical helps patients regain their indepence over physical limitations. Also check out the Orbit Medical blog

Submitted by andreea360 (not verified) on Fri, 02/15/2008 - 10:46am.

The most common kind of sleep apnea is called Obstructive Sleep Apnea
Syndrome. Sleep apnea means "cessation of breath." It is characterized
by repetitive episodes of upper airway obstruction that occur during
sleep, usually associated with a reduction in blood oxygen saturation.
In other words, the airway becomes obstructed at several possible
sites. The upper airway can be obstructed by excess tissue in the
airway, large tonsils, a large tongue and usually includes the airway
muscles relaxing and collapsing when asleep. Another site of
obstruction can be the nasal passages. Sometimes the structure of the
jaw and airway can be a factor in sleep apnea.

 

_________________________________-

drug treatment center

Submitted by drug rehab (not verified) on Mon, 03/10/2008 - 8:06am.

I think I might be suffering of sleep apnea myself. I always wake up feeling like I can't breath. One time I was even turning blue when my mom got me up and told me to breath. I don't have these problems while I'm awake. Now I'm afraid I'd might die in my sleep.

Submitted by california drug rehabilitation (not verified) on Thu, 03/27/2008 - 6:19am.

I have been taking Cephalon to treat my insomnia and I read about it's power to help fight cancer. I don't believe that a pill can save us from this disease but I do think that a good night's sleep can make us feel more relaxed and eliminate the stress that can lead to cancer.

#7: rx
Submitted by trauma recovery center, post traumatic stress disorder (not verified) on Mon, 04/07/2008 - 3:47pm.

Many of us suffer of sleep apnea but few really realize this before it's too late. I know I have insomnia and I can barely catch 4 hours of sleep. I'm always tired but I don't wanna take sleeping pills. I don't wanna mess up my system.

Submitted by Anonymous (not verified) on Mon, 04/28/2008 - 11:34am.

Wow..this is surely an awareness that needs to be addressed. There are many people out there wondering why they are feeling that way.

How can we address this vital issue to everyone?

 

Submitted by Drug Rehab Center (not verified) on Thu, 08/14/2008 - 3:50pm.

I read somewhere that if you keep feeling like you didn't get any rest even though you sleep a lot that could be a symptom. But then I'm not sure if I'm just being paranoid...what's the easiest way to check?

Submitted by Withdrawal Symptoms (not verified) on Mon, 04/06/2009 - 11:27pm.

One thing that I have read time and again is that sleep related issues such as Sleep Apnea or Restless Leg Syndrome both are withdrawal symptoms found in people trying to give up certain drugs (or even alcohol).  Has anybody experienced this?   It sounds pretty troubling - having to go through both of those things at once!

 

 

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