The Adventures of PhRMA Intern Episode 1: Genesis Yes, it's PhRMA Intern! Strange visitor from an Ivy League school who came to PhRMA with powers and ability far beyond those of Ken Johnson. PhRMA Intern! Who can change the course of mighty news stories, bend the truth at will, and who disguised as Emily Jameson (no relation to Jenna Jameson), mild-mannered intern for a great pharmaceutical trade association, fights a never ending battle for believability, justice for pharmaceutical companies, and the PhRMA way!
Transcript
The Adventures of PhRMA InternEpisode 1: Genesis
Yes, it's PhRMA Intern! Strange visitor from an Ivy League school who came to PhRMA with powers and ability far beyond those of Ken Johnson. PhRMA Intern! Who can change the course of mighty news stories, bend the truth at will, and who disguised as Emily Jameson (no relation to Jenna Jameson), mild-mannered intern for a great pharmaceutical trade association, fights a never ending battle for believability, justice for pharmaceutical companies, and the PhRMA way!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
The Inspiration I N R E S P O N S E T O A N I N Q U I R Y A B O U T A V I O L A T I O N O F P H R M A ’ S D T C A D V E R T I S I N G D T C G U I D I N G P R I N C I P L E S , P H A R M A G U Y R E C E I V E D A L E T T E R F R O M P H R M A S I G N E D M Y S T E R I O U S LY “ E M I LY M . J O H N S O N . ” N O J O B T I T L E W A S I N C L U D E D . I T O N LY I N D I C A T E D S H E W A S F R O M T H E O F F I C E O F A C C O U N T A B I L I T Y. W H O W A S S H E ? W A S S H E R E L A T E D T O K E N J O H N S O N , S E N I O R V P A T P H R M A A TT H E T I M E ? A L L W I L L B E R E V E A L E D I N T H E E N D . A L L T H A T M A T T E R S N O W I S“ E M I LY ” W A S T H E I N S P I R A T I O N F O R . . .
P H R M A I N T E R N !
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
PhRMA Intern Comes to Town
It’s summer 2006, in Washington, DC and the
heat is on. If it weren’t for summer interns, this town would
come to a halt! This is the story of one such Intern...
Emily Jameson, a mild-
mannered Amherst junior, arrives at PhRMA’s
headquarters.
MOM AND DAD SHOULD SEE ME NOW!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
The First Day on the Job
It’s Emily’s first day as an intern at PhRMA –
America’s pharmaceutical trade association.
What exciting assignments await her?
Will she arrange meetings with Congressmen and
Senators for PhRMA lobbyists?
Will she help write press releases (she was an English
major at Amherst)?
WOW! MY FIRSTDAY AS APhRMAINTERN!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
The First AssignmentSadly, none of those exciting assignments awaited our heroine.Emily’s first task is to
respond to all the complaints that have piled
up in PhRMA’s IN basket since its
Guiding Principles for DTC
advertising became effective.
It’s quite a backlog. PhRMA has been slow
to process them!
YIKES! HOW CAN I RESPOND
TOALL THESE
COMPLAINTS?
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
A Quick Costume Change!Emily realizes
that this is a job for...
PHRMA INTERN!
Decisively, Emily bolts
from her desk, runs into the
“Office of Accountability,”
and...
Office ofAccountability
NO TIME TOLOSE! I MUSTACT QUICKLY!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
It’s PhRMA Intern!
Mild-mannered Emily
transforms into the
mighty
PhRMA Intern!
Able to leap through media relation hoops faster than a
speedy drug trial, stronger than a mighty Senator, able to leap over
a heap of BS!
TIME FORPhRMA INTERN TO VISIT SOME
BAD GUYS!
Look!Up in
the sky!It’s abird!
No,it’s aplane!
It’sPhRM
AIntern!
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
Episode 2 PreviewI N E P I S O D E 2 , P H R M A I N T E R N
TA C K L E S A C O M P L A I N T A B O U T A “ R E M I N D E R” D R U G A D .
A S Y O U M AY K N O W , P R I N C I P L E # 1 3 O F P H R M A ’ S
G U I D I N G P R I N C I P L E S F O R D I R E C T T O C O N S U M E R
A D V E RT I S I N G P R O H I B I T S T H E U S E O F R E M I N D E R A D S ,
W H I C H A R E U S U A L LY 3 0 - S E C O N D T V C O M M E R C I A L S T H AT M E N T I O N A D R U G B R A N D N A M E W I T H O U T M E N T I O N I N G I T S I N D I C AT I O N .
W H AT W I L L S H E D O ?S TAY T U N E D . . . .
2016. Pharma Marketing Network. All rights reserved.
The Adventures of PhRMA Intern: Episode 1, Genesis
Resources Was PhRMA aware of violations to its DTC Guidelines? Read “Wake
Up PhRMA! or Tilting at Windmills”; http://bit.ly/wakeupphrma The letter to PhRMA that started it all: http://bit.ly/PIgenesisltter PhRMA's Response - PRwise, it Stinks!; http://bit.ly/stinkyPR Adventures of PhRMA Intern! begins: http://bit.ly/pinstrip1
