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Direct To Consumer Device Marketing Meets Social Media: Mirena House Parties And Mommy Bloggers

Bayer Pharmaceuticals, the maker of the Mirena IUD, has teamed up with the Mommy marketing site “Mom Central” to sponsor house parties to sell women the Mirena IUD.

According to a warning letter sent to Bayer by the FDA about the worded content of the events -

The Mirena program is a live presentation designed for a consumer audience of “busy moms.” The program is presented in a consumer’s home or other private setting (e.g. private restaurant party) by a representative from Mom Central (a social networking internet site) and a nurse practitioner (Ms. Barb Dehn). The Mirena program submitted to FDA also references a presentation given by a fashion stylist (Ms. Angela Hastings) that immediately follows Ms. Dehn’s presentation regarding the use of Mirena. The script of Ms. Hastings’ presentation regarding fashion tips was not submitted to FDA.

The events start with an intro by a Mom Central rep – Read more »

*This blog post was originally published at The Blog that Ate Manhattan*

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