Imitation drugs can cause a Real crisis

As discussed in earlier posts, sources of crises can be either internal or external. Often, external crises present the greatest challenge as they are difficult to predict. However, predicting a potential crisis is the focus of crisis management and is essential to the development of a crisis management plan. In addition to team members, command center locations and guidelines for activating the plan, outlining potential crises with suggested responses is a vital element to a crisis management plan.

Currently, the pharmaceutical industry is plagued by the selling of imitation drugs. Pfizer recently sponsored a survey asking Eastern Europeans if they had ever purchased imitation drugs. Despite the obvious loss of profits, pharmaceutical companies also face possible hits to their brand as these drugs are often packaged in ways similar to the “real” drugs. The imitation drugs often contain toxic chemicals creating a serious health risk. If one of these imitation drugs was being sold as, let’s say, Pfizer’s Lipitor and a consumer died after taking it this would be a crisis for Pfizer.

One possible solution to this problem is to first begin by confirming whether the drug responsible was an imitation or a “real” Pfizer drug. Assuming that it was an imitation drug responsible for the death, Pfizer would first need to announce that to its various publics. The key message would be Pfizer was sorry for this tragedy, but none of their drugs were responsible. To reinforce their positive brand image, they should launch an educational campaign focusing on the danger of imitation drugs and the extent of the problem.

It is important to be flexible when preparing a crisis management plan. Although this is one solution to this potential crisis, there could be many more that would be more appropriate given specific circumstances.