January 30, 2013
It's always nice to see one of those pop-up messages that says a friend of yours has endorsed you on LinkedIn--for blogging, or editing, or journalism. One might trumpet one's own expertise, but plaudits from others carry more weight.
Pharmaceutical companies have evidently found that to be true as well, because they have shown a fondness for getting outside experts to endorse their products. Sometimes they do it by writing articles extolling their products and persuading--or paying--an outside expert to sign on as the author. As the Forest Pharmaceuticals marketing plan for Lexapro put it, “Bylined articles will allow us to fold Lexapro’s message into articles about depression, anxiety, and comorbidity.”