Drug Maker Novartis Uses Big-Time Athletes to Reach out to Doctors

Drug companies look for novel ways to get their products to the front of doctors’ minds, knowing that their profits depend on the docs’ willingness to prescribe their medicines.

It’s not always an easy task, but drug giant Novartis has recently employed an innovative, but questionable, tactic in order to ingratiate themselves with doctors: star athletes.

As the Washington Times reports, Novartis has hired a slate of football, basketball, and baseball legends –some aging, others in their prime– to speak to doctors at company functions. The doctors come to listen to their heroes, but stay to listen to Novartis execs press their merchandise.

The pharmaceutical industry has operated under a self-imposed prohibition on plying doctors with entertainment goodies since 2002.

“I hope someone at the company got a fat bonus, because this is one of the most clever schemes I’ve seen to provide gifts to doctors,” said Paul Thacker, an expert on the financial links between doctors and big pharma with the nonpartisan watchdog group Project on Government Oversight. “If you shove a bag of cash in a doctor’s pocket, he might feel like a common streetwalker, but if you give him a picture of his childhood idol, then he might feel like everyone is just being pals.”

The football players on the list include New York Giants quarterback Eli Manning, as well as former stars Ed Jones, Dwight Clark, and Doug Williams. Retired greats Johnny Bench and Bob Gibson were among the baseball players hired by Novartis.

The program under which the players were employed ran from 2006 to 2009, and resulted in payments totaling $3.6 million to more than 150 athletes.

Novartis has had legal problems in the past stemming from being overly aggressive in pushing its products on doctors. In September, the firm agreed to pay $422.5 million to settle criminal and civil charges by the Justice Department, which accused Novartis of illegally promoting off-label uses of several drugs and paying kickbacks to doctors.

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