Patient-Level Data: A New Level of Analysis

The new kid on the block is patient-level data. Unlike physician-level data that describes the wholesale activity of Dr. John Smith as writing say 50 scripts of Lipitor, patient-level data zooms in on the patients of Dr. John Smith and specifies patient by patient who actually gets Lipitor.

Developing Win-Win Key Opinion Leader Relationships

This article features results from research by Cutting Edge Information, a pharmaceutical business intelligence firm in Durham, North Carolina. Cutting Edge studied winning practices in thought leader management and has worked closely with more than a dozen KOL management executives from industry leaders, such as Pfizer, AstraZeneca and GlaxoSmithKline.

Integrating Online and Offline Marketing: Challenges for Pharma

This article focuses on challenges pharma faces integrating their emarketing expertise into brand teams and integrating their online and offline marketing campaigns. Can pharma marketers learn anything from the consumer packaged goods industry?

The FTC-Lilly Consent Decree: What it Means for PHARMA Vendors and Partners

The 2002 settlement between ELi Lilly and the FTC regarding 'unauthorized disclosure of sensitive personal information collected from consumers' has an impact beyond Lilly. It also affects its agents who collect personally identifiable information from consumers in 'connection with the advertising, marketing, offering for sale, or sale of any pharmaceutical product…' Such agents could include interactive agencies that build and maintain Web sites, direct marketing agencies, fulfillment centers, market researchers, etc. If you are a pharmaceutical service provider, read this commentary to learn what you need to do to be compliant with privacy and security standards demanded by your pharma clients.

Top Companies, Classes, and Products in the DTC Space

This article provides an overview of DTC spending YTD 2002 compared with YTD 2001. The sources the data are Verispan's Source Prescription Audit and other market research.

PhRMA Code Helps Re-define Roles of Medical Affairs and Marketing

A power shift from marketing to medical affairs may be the result of the new PhRMA Code on Interactions with Healthcare Professionals as well as the final Compliance Program Guidance for Pharmaceutical Manufacturers issued on April 28, 2003, by the HHS Office of Inspector General (OIG).

Impact of DTC Advertising of the Doctor-Patient Relationship

This article reviews a presentation by Kathryn Aikin of DDMAC/FDA in which she disclosed preliminary results from the FDA's Physician Survey, which looked at the impact of DTC advertising on the doctor-patient relationship

Optimizing eDetailing ROI

This article reviews a presentation made by Torsten Bernewitz, Principal at ZS Associates at the recent CBI eDetailing Conference in which he examined factors that drive eDetailing ROI and summarized key insights from the analysis of a variety of Pharma-sponsored ePromotion programs.

PhRMA Code Succeeding — So Far

This article summarizes the views of Scott Willoughby, Senior Manager of Ernst & Young and former Assistant General Counsel to the Pharmaceutical Research and Manufacturers of American (PhRMA) with regard to the current state of compliance with the PhRMA Code on Interactions with Healthcare Professionals and how it is impacting sales effectiveness.

Effective Marketing to Consumers: Drug Marketers Need More Than Demographic Data

Pharmaceutical firms should use not only demographic data but technological and health dimension data as well when developing direct-to-consumer marketing tools, suggested Michael J. Barrett, senior analyst at the marketing research firm Forrester Research, Inc.
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