I had a discussion with one of my collegues whether such an information is interesting for the public, or it should be reserved for professionals. On one hand, the public has the right to know, if a breakthrough drug was approved and launched, on the other hand, the general practitioners are not aware about the product, and there could be an embarrasement if a patient approaches his physician asking about the product and the physician is not aware about it.
Such a product for atrial fibrillation is detailed at the beginning only to cardiologists. The amount of information a GP has to confront is huge. How can he cope with this?
On the other hand, Xarelto could be a nice opportunity for a patient who wants to get rid of the burden of INR measurements.
Regarding the pharmaceutical company an impressive publication in the NEJM is a big opportunity for exposure. When the GPs will be already aware of the product, the opportunity will pass.
So, what can be done to optimise the communication to the public?
The media should be more open for such communication. Even if some time passed since the article is published. There should be a lag in the communication to the public and the timing of the launch, just to give time for the GPs to learn more about the product and gain some experience with it. The media should not only seek for breakthrough news, but also for health news for the public.
I would like my collegues to give me their feedback on this concept.
