Rosetta's Jamie Peck to Testify at FDA Public Hearing on Promotion of FDA-Regulated Medical Products Using Internet and Social Media Tools

Rosetta's Jamie Peck to Testify at FDA Public Hearing on Promotion of
FDA-Regulated Medical Products Using Internet and Social Media Tools
Peck Available for Media Interviews to Discuss Testimony and Topic

WHO: Jamie Peck, Healthcare Managing Partner, Rosetta

WHAT: Peck will testify at the public hearing on promotion of Food and Drug
Administration-regulated medical products using the internet and social media
tools. He will specifically address online communications for which medical
marketing professionals are responsible. Peck's clients include Johnson &
Johnson, BMS, and Pfizer, Inc.

Peck's testimony will advise the FDA that medical marketing regulation must
embrace media-specific realities. Peck says the Web has evolved significantly
since a similar hearing was held in 1996. Professional standards, community
norms, and case-law understandings have taken root. These evolved practices
get thrown into chaos when case-specific Warning Letters - applying general
principles that do not acknowledge the realities of the Web - are the official
voice of the FDA.

Peck's messages will include:

-- Interactive media blurs simplistic boundaries between "marketer's
message" and "consumer's reaction."
-- Appropriate regulation, effective marketing, and optimal patient care
all require a clear, yet nuanced, understanding of the medical product
sponsor's limits and responsibilities in the ongoing conversations.

-- The path for Web 2.0 regulation is not a matter of whether a pharma
sponsor owns a particular conversation, but how responsibly a pharma
sponsor participates in the conversation.

WHEN: The hearings will take place on November 12 and 13, 2009. Peck is
scheduled to testify at 3:35 pm on Nov. 13.

WHERE: National Transportation Safety Board Conference Center
429 L'Enfant Plaza, SW., Washington DC, 20594

WHY: The Food and Drug Administration (FDA) is holding this public hearing
to provide an opportunity for broad public participation and comment on
promotion of FDA-regulated medical products (including prescription drugs for
humans and animals, prescription biologics, and medical devices) using the
Internet and social media tools. FDA is seeking participation in the public
hearing and written comments from all interested parties, including, but not
limited to, consumers, patients, caregivers, health care professionals,
patient groups, Internet vendors, advertising agencies, and the regulated
industry. This meeting and written comments are intended to help guide FDA in
making policy decisions on the promotion of human and animal prescription
drugs and biologics and medical devices using the Internet and social media
tools.

CONTACT: To schedule an in-person or phone interview with Peck or to obtain a
copy of Peck's testimony please contact Michael Cargill at (212) 836-4206 or
mcargill@marstonpr.com.

About Rosetta

Founded in 1998, Rosetta has rapidly grown to become the largest independent
interactive agency in the US, is ranked in the top ten of digital agencies by
AdAge, is the fastest growing agency among the top 25 in the US, and is rated
a "strong performer" in a recently published Forrester Wave report. Using a
patented approach to segmentation, called Personality®, which provides deep
insights into the underlying drivers of consumer behavior, Rosetta builds its
clients' brands by identifying, understanding and enhancing relationships with
its best customers. Rosetta's industry-focused marketers and creative teams
translate these insights into relevant marketing solutions that use
world-class technology, search and media to attract, retain and strengthen a
brand's most valuable customer relationships.

Rosetta brings deep industry expertise to its client work within the Retail &
Consumer Products; Healthcare; Financial Services; Communications, Media &
Technology; Travel & Leisure and B2B markets. Among Rosetta's clients are
OfficeMax, Scholastic, Jos. A. Bank and David's Bridal (retail); Allergan,
Bristol Myers Squibb, Johnson & Johnson, and UCB (healthcare); Citizens, HSBC,
and Nationwide (financial services); and Marriott (travel and leisure),
Microsoft and T-Mobile (communications, media & technology).

Rosetta is headquartered in Princeton, NJ, with additional offices in New
York, Cleveland, Denver, Boston and Chicago.

For more information, visit http://www.rosetta.com.

/PRNewswire -- Nov. 12/
SOURCE Rosetta