Vox Medica Helps Expand ‘When Good Medicines Become Bad Drugs’ program

June 24, 2010 – 8:32 am by Gina Monari

Since Cephalon Inc.’s ‘When Good Medicines Become Bad Drugs’ campaign launched in October 2008, healthcare ad agency Vox Medica has worked with the company to develop and expand the program. This month, Cephalon partnered with the American Chronic Pain Association and the American Pharmacists Association to broaden the program, which plans to educate more than three million Americans.

This national education campaign provides patients, caregivers and the public with information about the abuse of prescription medications that affects as many as 6 million Americans and now surpasses the national use of most illegal “street drugs.” The expanded program provides educational tools in select pharmacies across the country and online at the program Website, GoodMedicinesBadDrugs.com. This new Website features practical tips and information, including videos with leading experts in the pain and addiction community.

As part of the program’s expansion, Cephalon partnered with ACPA and APhA to develop educational materials for use in the pharmacy, providing patients, caregivers, and the public with information on how to safely and appropriately use prescription pain medicines. These materials include a countertop display and a patient CARE card, a graphic-based tool that shows how to use, store and dispose of prescription medicines.

“Pharmacists play a key role in educating the public about prescription medicines, and the expansion of this program provides hands-on resources to support those conversations with the goal of reducing prescription pain medicine abuse,” says Dr. Lesley Russell, chief medical officer, Cephalon. “The When Good Medicines Become Bad Drugs program is part of our continued commitment to patient education to help ensure that prescription medications are used safely and by the appropriate patients.”

Prescription medications play an important role in the management of medical conditions for millions of patients. Through the When Good Medicines Become Bad Drugs program, Cephalon and its partners plan to educate nearly three million people and help remind patients to keep their medications safe in the home.

Vox Medica worked very closely with Cephalon to develop the When Good Medicines Become Bad Drugs program as part of the Cephalon commitment to patient education and to provide hands-on resources to help minimize the risk of misuse or abuse of prescription pain medicines. As a company that markets prescription pain medicines, Cephalon recognizes its corporate responsibility to help ensure that medicines are used safely and by the appropriate patient.

The program is designed to reach patients, caregivers, and the general public to raise awareness about the importance of safe and appropriate use of prescription medicines. The Cephalon team, including Product Communications, Marketing, and Commercial Operations, worked with Vox Medica to develop and expand the When Good Medicines Become Bad Drugs program. The American Chronic Pain Association and the American Pharmacists Association developed key educational resources for the program.

The When Good Medicines Become Bad Drugs program was initially launched in October 2008 with a Webcast addressing how consumers can safeguard prescription pain medications in the home; understanding abuse and addiction; and issues related to selecting the right medication for the right patient.

“Prescription medicine abuse is a growing concern in our country, so we need to use every available channel to communicate about safe use,” says Thomas E. Menighan, BSPharm, MBA, SCD, executive VP and CEO of the American Pharmacists Association. “As pharmacists, we promote public understanding of risks and benefits of prescription medications. With a greater understanding of how to use and store medicines safely and appropriately, patients, parents and caregivers can protect themselves, their families and their communities from the effects of inappropriate use.”

The main goal of the When Good Medicines Become Bad Drugs program is to help ensure that prescription medications are used safely by the appropriate patients. Although the campaign focuses on safety concerns and minimizing the risk of abuse and diversion, the initiative also recognizes the role prescription medications may play in the management of legitimate medical conditions. With a specific focus on prescription pain medicines, the program addresses common patient concerns related to opioids, such as abuse and addiction, as well as practical ways people can help prevent prescription medication abuse in their homes and community.

“People with pain deserve appropriate treatment for their condition, including prescription pain medicines, but one of our goals as an organization is to help people learn how to use them safely and correctly,” says Penney Cowan, founder and executive director of the American Chronic Pain Association. “We are proud to be a part of this valuable program and to be able to provide people with easy-to-understand information on prescription medicines, including how they should be taken and what things should be avoided, as well as safe storage and disposal.”