Drug Company Funds Direct-To-Consumer Movie

Johnson & Johnson's biopharmaceutical unit, Centocor, "has developed a documentary film to serve as the centerpiece of a national campaign," reports O'Dwyer's. The movie, "Innerstate," follows "three patients living with chronic diseases like Crohn's disease, Rheumatoid arthritis, and psoriasis -- ailments for which Centocor markets treatments. Centocor's drugs aren't mentioned in the movie, however." According to Centocor PR director Michael Parks, "These diseases are quite complex and not easily explained in a 30- or 60-second ad. We wanted to find something that would give us enough real estate to have a discussion." The healthcare PR firm Dorland is promoting the movie. At least 14 U.S. cities will host movie screenings, complete with appearances by "local medical experts and support groups, along with the film's patients."