Medical firm uses ‘scare’ tactics
Sick Kiwis recruited to campaign did not know company had secret multi-million dollar Pharmac bid. By Stacey Kirk and Alexandra Nelson.
One of the world’s largest medical supply companies is using sick Kiwis in a ‘‘scaremongering’’ PR campaign to help win millions in taxpayer contracts.
Medtronic, Ireland’s biggest company, hit the headlines this week after it published research about the risk of developing fatal blood clots in hospital.
But the Kiwi patients who fronted the TV and media campaign said they were never told Medtronic had put in a confidential bid to Pharmac contracts worth millions.
Medtronic is seeking public funding to supply district health boards with devices used in the prevention of blood clots, ranging from compression stockings to mobile compression devices.
Its Sydney-based PR agency, Weber Chandwick, did not reveal that to sufferers, they say, when it approached them out of the blue and asked them to front its campaign. Nor did it reveal the funding bid in any of the publicity material and videos it sent out.
Medtronic’s proposal would be one of a number the national drug purchaser is considering, although a Pharmac spokesman would not be drawn on what companies had delivered proposals.
Weber Chandwick admitted yesterday that Medtronic had submitted a proposal to Pharmac for the supply of medical devices used in the prevention of venous thromboembolism (VTE).
One of the patients put forward for media interviews was 21-yearold Auckland University law student Caitlin Allington, who was diagnosed in May with the condition, which is caused by a blood clot that forms within a vein.
Allington was asked by Weber Shandwick to be a part of the awareness campaign, but said she did not know what the terms of the campaign were.
She said she was asked by her thrombosis nurse at hospital if she wanted to help with the campaign and gave permission to pass on her details to the PR company.
Allington said her condition has affected her studies and her love for exercise. ‘‘I burst into tears. I didn’t know what it meant and didn’t know what I was in for. It was really scary, I completely freaked out.’’
Green Party spokesman Kevin Hague said when funding decisions were made in a politically-heated environment, pharmaceutical and medical companies were able to resort to emotive PR campaigns rather than relying on evidence about the products’ efficacy.
‘‘The press release is certainly in a scaremongering style. I think very few people are killed by these blood clots.’’
He was concerned that some news coverage of important health issues were ‘‘reduced to almost just basically a string of reproducing industry press releases’’.
Medtronic, which operates in more than 150 countries and has more than 85,000 employees published research which said up to 2000 New Zealand patients developed potentially fatal blood clots as a result of their hospital stay. The research revealed that nearly 60 per cent of patients had not properly discussed VTE risk with their healthcare professional.
About 60 New Zealanders were thought to die each year from such blood clots, according to a 2012 report.
Weber Shandwick last night issued a statement from Medtronic, saying the VTE awareness campaign was ‘‘part of a long-term commitment to increase conversations about this potentially fatal condition’’ and promote better health outcomes for patients.
‘‘Medtronic’s decision to submit a proposal to Pharmac for the supply of medical devices used in the prevention of VTE is not related to this commitment. The terms of the proposal are considered commercial in confidence.’’
Weber Shandwick’s Kate Fouracre said she would be surprised if those put forward for the campaign were not aware of Medtronic’s link to it as they were given documents to review which included that connection. However she acknowledged that Medtronic’s bid for Pharmac funding relating to its VTE related products was not disclosed.