Collaborate to succeed in customer-driven healthcare
This US leading commercial pharma event is back for a 13th successful year - and a clear mission: to facilitate collaboration and enable pharma to become a sustainable partner in customer-driven healthcare. The summit will feature 3 interconnected tracks with 45+ sessions on value partnerships, marketing and sales capabilities and patient engagement. Learn more...
PCC 2015 - CBI's 12th Annual Pharmaceutical Compliance Congress Widely recognized as the most comprehensive, senior-level compliance meeting, CBI's esteemed Pharmaceutical Compliance Congress (PCC) attracts more than 400 industry leaders, including dozens of CCOs and their legal, compliance and regulatory teams. 27 - 28 January 2015 | Washington, DC
Big Data in Pharma Europe Taking the Next Steps on the Big Data Journey to Revolutionise Value-Based Personalised Healthcare 27 - 29 January 2015 | London, UK
6th Patient Adherence and Advocacy Summit Working Hand in Hand with All Stakeholders to Leverage Innovative Approaches to Improve Adherence in the Changing Healthcare Landscape 23 - 24 February 2015 | Philadelphia, PA
7th Annual Digital Pharma Europe Delivering excellence in digital/social marketing, data-driven campaigns, integrating digital and non-digital touch-points, predictive analytics and creating measurable impact on the sales funnel 12 - 14 May 2015 | Rome, Italy
In this 3-minute audio snippet, Leigh Fazzina, Principal, Fazzina & Co. Communications Consulting, Inc., talks about how social media listening tools can help pharma marketers identify online patient and physician opinion leaders in specific disease categories.
Selected Content from Recent Issues of Pharma Marketing News
Are Drug.com Websites "Fair and Balanced?"
FDA Studies Online DTC Prescription Drug Promotion
According to Internet analytics provider comScore, patients who visit a drug brand's website are more likely to end up taking that drug than those who don't. FDA is aware of this and cited a Prevention Magazine 2011 survey that found that 49 percent of respondents who went online for prescription drug information reported seeking this information on a specific brand's Web site.
As a consequence of this influence of the Internet, FDA is currently studying how consumers interact with drug.com websites. Specifically, according to an April, 2011, public notice, FDA has a number of questions surrounding how to achieve "fair balance" in online DTC promotion.
This article reviews the study "Examination of Online Direct-to-Consumer Prescription Drug Promotion" (FDA-2011-N-0230), which is designed to test different ways of presenting prescription drug risk and benefit information on branded drug Web sites.
Topics include (partial list):
Is FDA Out of Touch?
Format & Visibility of ISI
Table: Recent Rx Drug Advertising Studies proposed by FDA
Does Your Spouse Influence Your DTC Viewing Experience?
FDA Wants to Peek Into Your Bedroom
FDA's Office of Prescription Drug Promotion (OPDP) plans to examine differences between consumers viewing prescription drug ads with a spouse versus alone.
In its Federal Register notice about the "Spousal Influence" study ("Spousal Influence on Consumer Understanding of and Response to Direct-To-Consumer Prescription Drug Advertisements"; FDA-2014-N-1819), FDA presented this premise:
"Judgments about prescription drugs portrayed in DTC ads are likely made in social contexts much of the time. For example, a potential consumer and his or her spouse (e.g., marital or domestic partner) may view an ad together and discuss drug benefits, side effects, and risks. These social interactions may result in unique reactions relative to consumers who view DTC prescription drug ads alone."