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February 25, 2009

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rose woodward

Dear Sally,

You say in todays blog about drugs for renal cancer -

"The initial indication ( for Afinitor) is expected to be in patients who have failed Pfizer's Sutent or Bayer's Nexavar,"


I wonder could I just put a patient perspective on your use of words.....could I suggest the insertion of the words " been" & "by" into this sentence.....

The initial indication ( for Afinitor) is expected to be in patients who have been failed by Pfizer's Sutent or Bayer's Nexavar,

It may seem a small thing but it is important distinction to cancer patients ; it is the drug which has failed the patient because, for whatever reason, it did not get the anticipated response rather than the patient who has failed the drug?

Thanks so much for the blog - I find your insights really valuable.

Rose Woodward


The Fight for Life Campaign - Cancer Patients, Survivors & Carers helping each other.
www.kidneycancersupportnetwork.co.uk

Jonathan Richman

Sally, since you asked for comments on Twitter, I figured I'd give my two cents. I agree with Rose here. The wording is subtle but makes a big difference. I used to do marketing for oncology products (mainly breast cancer) and we corrected anyone who said "the patient failed on x" for the very reasons Rose points out.

We didn't use the "failed by" terminology here as recommended by Rose, as I think this gives the drugs a bit too much personification. Rather, something like "indicated where Sutent failed" was/is the way to go.

MaverickNY

Rose, good point indeed and the subtle difference is one I should have remembered from my marketing days and hearing Oncologists scolded by patients. My apologies.

Perhaps 'failed by' would be a little strong though, as sometimes it is the side effects that one patient finds intolerable but another does not.

The wording could have been a little more sensitive though, I agree.

MaverickNY

Thanks, Jon. That's a good compromise and one that would work for me... the drug failed to work not the patient.

Right now, I'm recalling the look of utter horror on a Hematologists face after he made the same mistake I did :(

Antibody

Thanks for share.

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