Recall-o-rama further dents pharma's image

Product recalls occupied the pharma manufacturing limelight in 2010, followed closely by warning letters and other FDA enforcement actions. Recalls provided 12 months of solid editorial material.

The 2010 recalls touched some of pharma's biggest companies and brands. They were accompanied by unprecedented levels of drama, involving such show-stealers as a preservative used in the heretofore nearly invisible wooden pallet. Congressional interest helped draw a larger audience.

There's no mistaking that even one recall is a blow to a brand; recall extensions and multiple-product recalls by the same manufacturer, over months and years, only amplify the damage. In the worst of cases, multiple recalls become a form of amusement to those who hear about them, at the expense of the brand, company and CEO.

Special Report: Frightening Phrases: Warning letter language to watch