Vol. 5, No. 10: December 2006 – EXECUTIVE SUMMARY

Welcome to the latest issue of Pharma Marketing News. This is the Executive Summary version. See Article Summaries below.

Download the full-text version of the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf.


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Medical Convention Marketing & Compliance
Medical Convention Marketing & Compliance.


CONTENTS


Article Summaries

Congress vs. Pharma: Trouble Ahead?

Now that the elections are over, the pharmaceutical industry is left to ponder what the new Congress has in store for it. This article is a summary of a Pharma Marketing Roundtable discussion of the Congressional agenda for pharma (real and feared). Includes results from the online “What’s In Store From Congress” survey. Listen to the podcast here: https://www.pharma-mkting.com/talk/show003.htm.

Topics covered include:

  • Medicare Part D Reform
  • Mandatory Pre-Clearance of DTC
  • Black Triangle Label for New Drugs
  • Worst Case/Best Case Scenarios

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf

Pharma’s Plodding Approach to eMarketing

Speaker after speaker at eyeforpharma’s eCommunication & Online Marketing Conference, held recently in Philadelphia, commented on the plodding approach to e-communication and e-marketing (including social networking) taken by the pharmaceutical industry. This article, written by health communications veteran, Harry Sweeney, is a frank assessment of the key takeawys from this meeting.

Topics covered include:

  • Hurdles Acknowledged But Not Managed
  • Ready or Not, Web 2.0 is Here!
  • Futurist Visions
  • Search Ad Faux Pas
  • eKOLs
  • Social Networking: Sea-Change for Pharma

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf

Sales Effectiveness Meets eMarketing

Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharma’s Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference. Occasionally, the dialogue takes a point-counterpoint turn as the authors approach topics from their differing perspectives.

Topics covered include:

  • Complex Regulations
  • New Drug Development: Commercial Viability vs. Clinical Efficacy
  • Access to Physician Prescribing Data
  • Top 5 Characteristics of the Ideal Electronic Detail As Ranked by U.S. Physicians
  • Consumer Opinion Leaders
  • The One Click Rule

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf

Teaching New Dogs Old Tricks

An interview with Professor Jim Avery at University of Oklahoma’s Gaylord College of Mass Communication about preparing graduate students for a career in health advertising. According to professor Avery, health advertising is a lucrative option for his students. Listen to the podcast here: https://www.pharma-mkting.com/talk/show001.htm.

Includes:

  • Nine things student learned about DTC from focus groups

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf