Wednesday, October 3, 2007

Lilly: Paperless Physician Office is a Myth!

Lilly Cymbalta Marketers are NOT Practicing What Lilly Executives Preach!

While Sidney Taurel, Lilly's chairman and chief executive officer, urged "the health-care industry, medical community and U.S. government to work more closely" to use information technology to eliminate the paper-based physician office, Lilly marketers were distributing Cymbalta promo mailers to physicians, offering them a black, simulated leather letter tray to more efficiently hold paper.

"The paperless physician office is a myth," declares the mailer. "This tray will keep you prepared for the mountain of forms, files, and folders headed your way."

But the story is more than the left hand not knowing what the right hand is doing. It's about drug safety and Lilly's lip service to drug safety.

For the complete story, read today's post to Pharma Marketing Blog.

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