GSK - All US drug reps are now also "in PR"!

This is NOT a joke post! GSK is planning to win over a skeptical public about the value of Big Pharma - by turning its entire US sales force into a giant PR army.

Michael Pucci, GSK's vice president for external advocacy, has tasked his sales force with speaking on behalf of GSK and the industry about the affordability of prescription medication and how today’s medicines fund the next generation of blockbuster drugs.

In an unprecedented mission, the $35.4 billion pharmaceutical giant has quietly anointed its 8,000 U.S. sales representatives as “public relations ambassadors” to lift its image and that of the beleaguered industry with grassroots PR. The initiative, dubbed the ”Value of Medicine,” was created by Michael Pucci, GSK’s VP-external advocacy, to respond to overwhelming criticism and negative perception of the pharmaceutical industry.

"Armed with salient talking points and answers to tough questions, the sales force is out speaking to Rotarians, Elks, Lions Club members, senior-citizen groups, weekly newspapers, schools and every community group they can think of."

But while rivals have done corporate branding PR at a more understated level, they don’t appear to be too eager to join in. “It’s ambitious, and I give Glaxo a lot of credit for doing it,” said the chief marketing officer for a top 10 drug maker. “But I’m not sure I want 8,000 people on the ground given that level of responsibility to basically speak for a company and an industry. With that many, the odds say there’s going to be a percentage of them -- however small -- that will make a mistake, or stray from the script, or whatever.”

Then there are those who question the script. “I understand pharma does feel they’ve been picked on, but I’m not sure this is the best way to go about changing that image,” said Dr. Donna Sweet, chair of the Board of Regents for the American College of Physicians, which is on record as opposing direct-to-consumer advertising. “It’s not a bad idea if these people are acting as good citizens and telling the truth and not trying to sway people. But I have a hard time believing they’re going to be completely fair and honest in all situations.”

Insiders' view: Are they MAD! These "shock and awe" frontline troops will dig themselves into so many holes so quickly it will be unbelieveable.

And will they continue selling? Their district managers will be hoping so....for their own skins sake! How long will it be before the reps start putting in for more money to compensate them for this extra work?

As for Mr Pucci. Insider gives him six months!

LOL

Source: AdAge.com