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.
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