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The John Green Effect: Will Industry Be Influenced Again?

The Fault In Our Global Access To Medicines Practices

 
• By Ed Silverman

Drug and device makers regularly use media to sway consumers. But some advocacy groups recently turned the tables by using social media to sway industry. 

social media
• Source: Shutterstock

Advocacy groups recently used social media to sway the biopharma industry. And not only did the effort – which involved a high-profile influencer – alter a decade-long battle over access to tuberculosis products, but it may embolden other advocates to use social media to best companies at their own game.

The unlikely episode began in July 2023 when a best-selling author and popular YouTuber named John Green posted a 7-minute video to denounce Johnson & Johnson. He chastised the...

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