Special Delivery

(Apr 4, 2017)

Drug molecules, without special intervention, don't apply only where we want them to. Indeed, late last year this fact landed pharmaceutical giant Reckitt Benckiser in trouble with the Australian regulator. Their "specific pain" range, despite bold claims on the packaging, was deemed to not target back pain, migraine or indeed any other specific pain. As a result, the premium pricing was ruled misleading and earned the company a AU$6 million fine. Pharmaceutical marketing departments will likely be unhappy that a regulator has decided the standard approach of deploying medication via simple blood circulation should no longer be represented as targeted.

Of course, this issue isn't simply about misleading…

Read more

Tags: mortality, cancer, targeting

Find by key-word


Find by date


Find by tag (show all )