What’s the value of patient testimonials from people who are “not actual patients?” If you want to find out, you need to head over to the Ambien CR website. In what appears to be a new low for “authentic” pharmaceutical marketing, Sanofi Aventis, is attempting to capitalize on the fact that testimonials by real — or seemingly real — people are one of the most important kinds of information that consumers rely upon to make decision. In case you were wondering: no, passing of phantom patients as real ones is not WOM ethical. Check out more information at WOMMA’s Ethics page: http://www.womma.org/ethics/.

The full story at Pharma Marketing Blog:
http://pharmamkting.blogspot.com/2008/10/alice-35-is-not-real-ambien-cr-patient.html

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