Embargo Watch

Keeping an eye on how scientific information embargoes affect news coverage

Quote my report, but don’t quote me: Why don’t some biotech analysts give interviews?

with 3 comments

Today, I’m pleased to offer a guest post by Kathleen Raven@sci2mrow on Twitter — an up-and-coming science writer and recent graduate of the University of Georgia, where she earned a graduate degree in conservation ecology and is scheduled to complete one health and medical journalism in May 2013. A freelancer, Raven just completed an internship at Nature Medicine. While working on a piece for the journal, she had a vexing experience that gave rise to this post.

Kathleen Raven

In July, an Associated Press story—posted on Bloomberg/Businessweek—quoted a research report written by pharmaceutical analyst Jeffrey Holford at Jefferies & Co., who predicted that Eli Lilly’s Alzheimer’s drug would fail in its late-stage trials before the company released the final results. (It did.) So this summer, while I was reporting a quick Nature Medicine story about the Indianapolis-based drug giant’s five recent phase 3 trial failures, I wanted to get Holford’s take.

I called the investment company’s New York office as a member of the media and was promptly given Holford’s phone number. I dialed and Holford picked up:

I’m sorry, I don’t talk to the media.

Puzzled, I explained that I’d found him through media coverage. He agreed that his reports were quoted by media outlets all the time. But I don’t talk to reporters, he repeated, and wished me luck.

Any news reporter worth her salt will insist on quotes from a phone interview in order to advance a story and provide additional insight based on events that may have happened since a report’s release. So down the list I went.

Terry Ruffolo, media relations director at Zacks Investment, kindly sent his regrets, explaining that only the company’s macro analysts—those who could comment on the stock market as a whole, and not those who track individual pharmaceutical companies—talk to journalists:

Would you like me to send a report?

David Risinger of Morgan Stanley quickly emailed me back:

Unfortunately, I cannot participate—my apologies.

Risinger and the handful of other analysts I called that day offered solid reasons on why they couldn’t talk with me about Lilly’s stock market performance. Some said they consulted for the drug company and this conflict of interest would have prevented honest commentary, even if they had not signed off an agreement stating they would not talk to the media. Another explained he simply didn’t have time to give an interview. Yet another potential source gave no explanation and simply hung up.

If a publicly funded researcher or public sector worker eludes a journalist, this is usually noted in the story. However, all of my potential sources worked for private companies. I wanted their insight, but taxpayers didn’t support their salaries, so they were not obligated by the “public’s right to know” to grant me an interview.

Nearing my deadline, I contacted two analysts often quoted in pharmaceutical investment news coverage: Tim Anderson of Sanford C. Bernstein & Co. (who gave an excellent phone interview for the article) and Mark Schoenebaum with ISI Group in New York. Both analysts promptly returned my calls. I appreciate their accessibility and willingness to talk with the media.

For future stories, though, I would like different perspectives. When I asked Ed Silverman, editor of Pharmalot, about my dilemma, he explained that some analysts just may not feel comfortable talking with a journalist they don’t know. A veteran in the field, Silverman regularly interviews analysts for his site devoted to the pharmaceutical industry.

Some of these analysts met me in person years ago at conferences. They may not always like what I write, but they know who I am.

His comments reminded me that though the pool of analyst sources may seem small, the lesson for journalists is simple: It pays to keep searching for strong, independent comment.

About these ads

Written by Ivan Oransky

October 19, 2012 at 9:30 am

Posted in Uncategorized

3 Responses

Subscribe to comments with RSS.

  1. I think there’s another side to this story. Analysts have to be VERY careful about what they say to anyone. If an analyst says something to a reporter before it’s in a publicly available report they can get accused of all sorts of mischief.

    Larry Husten

    October 19, 2012 at 9:48 am

    • I believe that Kathleen’s push for comments and the moral that she draws from her experience are exemplary. If one or more doors won’t open for whatever reason, keep knocking on as many other doors as you can within the time limit for your story.

      John Greenwald

      October 22, 2012 at 2:34 pm

      • Yes, I was likewise impressed by tenacity – calling so many people (and getting frustrated by them) – on a deadline. I am also impressed that a health reporter who does not, I assume, often cover issues that require quotes from business analysts, managed to discover and contact so many people in the business who were unlikely to be on her rolodex until that day.

        Bora Zivkovicc

        October 26, 2012 at 11:23 am


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 23,423 other followers

%d bloggers like this: