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Direct-to-Consumer (DTC) Advertising & Marketing
Volume One: DTC Emerging Issues
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
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Special Supplement Direct-to-Consumer Advertising Volume One: Emerging Issues 
The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.
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A review of the book "A Call to Action" by Pfizer CEO Dr. Hank McKinnell. This review focuses on the 10 action items McKinnell promulgates. Notwithstanding an Amazon.com review of the book written by Peter Rost -- Pfizer's whistleblowing head of endocrine care marketing unit -- in which McKinnell is described as making "an impressive mea culpa," this book is actually a mea non culpa! Find out why. Click Here for Full Text - FREE! (pdf).
The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. In general, the key questions are where and how the online strategy creates disproportionate and sustainable value for the brand. This article focuses on the power of the product Web site as a conversion tool and illustrates how the Web strategy fits into the overall marketing continuum - from initial engagement all the way to loyalty marketing.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article reviews presentations made at the recent eyeforpharma Patient Adherence and Persistence Summit including a presentation by David Baker, VP & General Manager of Shire's ADHD Business Unit, who presented on 'Best Practices for Fostering Adherence.' He used the ADHD market as a case study.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Preeti Pinto, M.S., Senior Director Promotional Regulatory Affairs, AstraZeneca, provides insight on the regulatory actions taken by the FDA with respect to online DTC marketing by pharmaceutical companies. She summarizes the most commonly cited violations found on pharmaceutical company web pages.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article is a summary of a presentation by Lynn Benzing, President, The Patient Marketing Group in which she presented results from her company's Consumer Relationship Satisfaction Survey, a ground breaking comparative study on how pharmaceutical marketers are handling key consumer touch-points that impact brand loyalty. This study profiles over 50 brands across all major therapeutic categories.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
There's blood in the water and ad agencies are circlingbiotech companies, trying to entice them into transforming themselves into marketing machines. Some agency people suggest that biotech needs to engage in traditional direct-to-consumer (DTC) advertising. Biotech, however, needs more than DTC as usual.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article presents the basics of blogging and offers several examples of how pharmaceutical companies and marketers can use blogs effectively without shooting themselves in the foot!
This article is a summary of a presentation made before a pharmaceutical brand team on marketing tactics that are viable now and in the future, how to avoid risk by balancing risk vs. impact, and what the marketing mix trends will be one to five years out.
Steve Smith, Editor-in-Chief of Medsite has reengineered his company's eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company's first Consumer Detailing ("cDetailing") product, which is a novel rich-media online consumer disease education and drug information program.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The two traditional means by which pharmaceutical marketers have relied on for many, many years to encourage the uptake of new pharmaceutical products -- direct-to-consumer (DTC) advertising and physician marketing -- are about to change. Prepare now for the coming FDA and pharmaceutical marketing reforms.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
At breakfast recently in one of his favorite coffee shops, Jim Avery, professor of advertising at the University of Oklahoma, was talking with some friends who he knew had some health problems. Avery took the opportunity to turn the breakfast meeting into a little impromptu focus group. This article summarizes what he learned.
Now that the elections are over, the pharmaceutical industry is left to ponder what the new Congress has in store for it.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Carrie Nelson, Manager New Hope Parkinson Program, and Laura Virden, Market Development Manager, of Medtronic shared the story of their two-year journey tackling the problem of bringing more of DTC campaign work in-house.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Disease mongering is a term that was coined by the late journalist Lynn Payer to describe what she saw as the confluence of interests by some doctors, drug companies, patient advocacy groups and media in exaggerating the severity of illness and the ability of drugs to 'cure' them.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
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. Forrester Research has polled consumers to determine how these attitudes differ according to disease state. This additional technigraphic, attitudinal and psychographic data can help pharmaceutical companies to craft effective DTC marketing tools. Click Here for Full Text - FREE! (pdf).
Preliminary results from The Drug Risk Survey, which posed questions about the FDA's proposed Drug Watch program as well as the Drug Risk Advisory System proposed independently. Click Here for Full Text - FREE! (pdf).
This article summarizes the main points, both pro and con, made by presenters at recent FDA hearing on DTC and includes commentary from expert members of the Pharms Marketing Roundtable, which met to discuss the issues raised at this hearing.
With all the new attention being paid to drug risks, it is time to take a look at the issues surrounding drug risk communication to consumers and patients. Pharmaceutical marketers need to understand these issues to better communicate risk and build trust in their brands.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The drug industry was successful in getting a mandatory review by the FDA of broadcast DTC ads included in the Prescription Drug User Fee Act (PDUFA). Somewhere along the way, PDUFA became FDAAA (FDA Amendments Act) and the program to preview DTC ads went up in smoke as in PDUffft! Click Here for Full Text - FREE!
To make sense of current estimates about pharma spending online and understand where it may be heading in the future, Pharma Marketing News recently hosted a Pharma Marketing Roundtable discussion of the issues. This article summarizes that discussion.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Several recent surveys indicate that pharmaceutical companies will spend more money on e-mail marketing to consumers in 2005 (see "DTC in 2005: Can You Teach Old Dogs New Tricks?"). Perhaps they should also spend some money and time to ensure that their e-mail campaigns adhere to emerging best practices with regard to privacy, HIPAA, SPAM, and permission-based marketing.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
So who wants to go head-to-head with Viagra? The ultimate pharmaceutical mega-brand: a blockbuster drug, with a superbly executed global campaign, an urban legend. According to Blair Waite, Brand Manager, Global Marketing for Eli Lilly and Co., Viagra is now the world's 2nd most recognized brand name, after Coca Cola.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
As US pharmaceutical companies search for best practices to battle patient drop-off, their European counterparts have overcome Byzantine regulations and reduced margins to implement strikingly effective compliance programs directly to consumers.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
In the last year the FTC has issued regulations that set forth additional requirements under the federal CAN-SPAM act that you should be aware of. Hilary M. Wandall, Esq., CIPP, Director, Corporate Legal/Merck Privacy Office, Merck & Co., Inc., summarized these regulations in a recent ePharma Summit presentation in Atlantic City, NJ. Click Here for Full Text - FREE! (pdf).
On February 4, 2004, the FDA issued long-awaited draft guidance documents designed to improve communications to consumers and health care practitioners about health conditions and medical products. The most eagerly anticipated guidance concerns the acceptable alternatives to the lengthy, detailed, and technically-written brief summary of risk information for consumer-directed print advertisements for prescription drugs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
While advergaming seems to work for the consumer package goods industry, will it also work for pharmaceuticals?Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Guerrilla marketing has been known to close down a whole city (Boston) and thereby draw tremendous media attention to the brand being promoted. But is this a tactic that is appropriate for pharmaceutcal products?Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
In this article, PLG Health CEO Philip Lief describes how his company developed and marketed 'The alli Diet Plan' book for GlaxoSmithKline in order to increase the visibility, brand recognition, and sales of the over-the-counter (OTC) alli® weight-loss product.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Innerstate is a disease awareness full-length documentary film produced by Centocor. This review is based on a private screening.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article reviews the book Generation Rx and focuses on the roles of several key pharmaceutical marketing pioneers as described in the book. Includes sections:Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
What is the proper role of DTCA - educational or motivational? Is it capable of doing either? If so, how well is it doing? Click Here for Full Text - FREE! (html).
Recently a "60 Minutes" show featured a story on a book titled "On Bullshit." The commentary noted that some of the most notorious sources of bullshit includes marketing. The author, who is well-known in academic philosophy circles but probably unknown to you, makes a distinction between liars and bullshitters. In which category are marketers? What are some noteworthy examples of pharmaceutical marketing bullshit? How does marketing bullshit hurt the industry? Click Here for Full Text - FREE! (pdf).
Amy Siegel, Vice President, Health Advances, LLC, a healthcare strategy consulting company located in Weston, MA, offered some clear advice on how to determine if DTC is appropriate for a medical device. Siegel shares strategies for evaluating whether your product is ready for a DTC campaign based on characteristics of the disease, the patient population, the payment vehicles, the clinical specialty and the nature of the therapy.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article focuses on what marketers need to do to face the tough 2004 DTC environment. It summarizes a presentation made by Robert Ehrlich, CEO, DTC Perspectives Inc. at the Achieving DTC Success Conference in October, 2003. Ehrlich talked about TV ad creativity, government regulations, the issue of brand retention, DTC ROI, and the challenges of a consumer-centric approach.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
In this article, experts at the Brand and Communications Division of TNS explain how marketers can apply a common way of measuring marketing effectiveness across the full spectrum of media from traditional to non-traditional and also examine what are the keys to a successful DTC product Web site.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
At a recent Pharmaceutical Executive Annual Marketing Summit in Philadelphia, a panel of experts moderated by Patrick Clinton, Editor-in-Chief of PE Magazine, discussed pharmaceutical marketing in the "post-Vioxx" Era. The panel, titled "The Post-Vioxx Era: Shedding New Light on Drug Safety, Risk Communications, and Advertising," examined shortcomings in the current regulatory system and discussed opportunities for improvement. This article summarizes the discussionOrder and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
There are some things in life that money can't buy, like trust. But getting over 60 sharp marketing minds together for a couple days attempting to address the industry's most baffling issues -- priceless! Click Here for Full Text - FREE! (pdf).
How are DTC activities integrated as key components throughout the marketing mix, including advertising, advocacy and public relations? What are the risks and rewards associated with launching a DTC campaign? How have top pharmaceutical marketers managed to address sensitive health issues and drive awareness and sales through DTC? Is every drug really a viable candidate for a Direct-to-Consumer campaign? These were some of the questions discussed during an evening Healthcare Businesswomen's Association seminar entitled DTC Sweeps: The Impact and Evolving Role of Direct-to-Consumer Marketing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
At a recent Pharma Marketing Talk podcast, John Mack spoke with Mark DePaoli, life sciences analyst at BrandIntel, an online information service, about mining CGC to evaluate consumer sentiment about pharmaceuticals. This article summarizes that discussion and presents a case study analysis comparing consumer sentiment of Botox vs. Restalyne.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
On the Internet it's still about content, content, content. Some may consider this old-fashioned. But Siren Interactive, a midwestern interactive eMarketing firm, believes that valuable Internet content is a prime component to an effective eMarketing strategy for pharmaceutical companies.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Mobile devices -- especially cell phones -- are becoming ubiquitous in the U.S. How can pharmaceutical companies use this technology for consumer acquisition and retention? To get some ideas, we interviewed Robert Flynn, President of Pulse Media Response, LLC, and summarize that discussion in this article.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Both the financial and social implications of non-compliance were the subjects of the recent 7th Annual Forum on Patient Compliance, Adherence and Persistency. This article presents highlights and case studies from this forum..Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Short summaries from the Pharmaceutical Marketing Global Summit provides information about how pharma marketing practices need to evolve. Click Here for Full Text - FREE! (pdf).
How TNS Healthcare helps clients build a lifetime connection between consumers and brands.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Current in-the-box marketing techniques such as DTC TV and magazine ads are "inefficient because of their scattershot nature. The vast majority of viewers of such ads are not sufferers of the condition the drug is indicated for." As more specific disease mechanisms are identified, fewer and fewer people will be eligible to be treated for approved indications. This will have "a significant impact on DTC," suggested Dr. Richard Vanderveer, Chairman and CEO of V2, Inc. These crises demand out-of-the-box marketing solutions, which are described in this article.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Return on DTC investment is decreasing and in the post-Vioxx marketing environment in which pharma marketers find themselves, there is a call for less advertising and more education. There are several new strategies and solutions available to pharmaceutical marketers that are designed to increase the education quotient of pharma marketing communications. One such solution is wireless Webpad developed by Phreesia for deployment in doctors' offices.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
In this guest article, author Richard Meyer, Senior eMarketing Manager, Medtronic, summarizes some of the key findings of the recent eMarketer report 'Pharmaceutical Marketing Online: Stuck in Web 1.5.'Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article, written by health communications veteran, Harry Sweeney, is a frank assessment of the pharmaceutical industy's plodding approach to e-communication and e-marketing based on a review of a recent industry conference.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. This article summarizes the collective wisdom from respondents of the 2006 Pharma Trend Survey and participants of the Pharma Marketihng Roundtable. Includes sections:
The eDrugSearch.com CommunityOrder and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Over 60 drug ads that appeared in several major consumer magazines were analyzed. In each, the space allocated to images, benefit statements, risk information, and the brief summary was measured. This article summarizes the findings. Click Here for Full Text - FREE! (pdf).
Recently the FDA published guidelines for a Drug Watch program to provide emerging drug safety information to the public. While it is laudable that the FDA intends to make this kind of information available on its web site, the public may not be aware that a drug has been added to the list unless they proactively visit the web site.It is essential that the information from the FDA about drug risks and side effects get out to consumers as quickly as possible and that the risks are communicated effectively. Click Here for Full Text - FREE! (pdf).
With all the bad press recently about marketing directly to consumers and privacy concerns, perhaps it is time for the pharmaceutical industry to self-regulate marketing to consumers as well, especially via the Internet. What is the attitude of pharmaceutical professionals regarding the quality of pharma-sponsored health information on the Net? Does the industry perceive a problem in this area? To help answer this question, an online survey - Quality of Pharma-Sponsored Health Information on the Internet - was performed during the month of January, 2003. The results are summarized in this article. Click Here for Full Text - FREE! (pdf).
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmaÂs Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference. Click Here for Full Text - FREE! (pdf).
Yahoo's record earnings and Google's IPO announcement are hot financial stories, but they also herald an important trend that is changing the way marketers think about the interactive channel. Search Engine Marketing, also known as SEM or Search, is one of the fastest-growing e-marketing strategies today. The author covers SEM techniques such as Paid Search, Paid Inclusion, and Natural Search, and suggests that to stay ahead, companies must develop sophisticated content strategies to win the war of visibility.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article presents ideas for regulatory 'safe harbors' under which pharmaceutical companies would be relieved of the responsibility of monitoring social media for adverse events. Includes a detailed summary of responses to the survey 'FDA Regulation of Drug & Device Promotion via the Internet & Social Media' regarding social media adverse event monitoring, processing, challenges, and uncertainties.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting's ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Johnson & Johnson Chief Executive William Weldon said in an address to PhRMA: "I believe we should start by recognizing that the framework we call 'DTC advertising' may inadvertently minimize the importance and power of medicines and their risks. If our industry is to retain the important right to talk directly to consumers, each of our companies in its own way must work to make DTC what it very definitely can be -- a way to educate and counsel consumers in improving their health." To that end, Johnson & Johnson is unveiling a new approach to TV and print campaigns that deals head-on with safety, putting drug risks on more-equal footing with drug benefits. Pharma Marketing News recently hosted a survey of pharmaceutical professionals to determine what they think of this approach to DTC and whether or not the rest of the pharma industry should follow J&J's lead. The results of this survey are summarized in this article.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The Super Bowl debut of DTC advertising was tainted by all the brouhaha over the half-time show. Perhaps as many people complained about the erectile dysfunction (ED) ads of Cialis as complained about the half-time show. Was it appropriate to run these ED drug ads during the SuperBowl? Which DTC campaign-including Viagra, which did not run and ad during the game-is most effective and why? These questions and others were included in a survey of PHARMA-MKTING listserv members. The results are summarized in this article.Click Here for Full Text - FREE! (pdf).
The pharmaceutical industry must take a pro-active stance if it is to counter all the negative publicity the 2008 presidential campaign will generate. With the billions of dollars that the industry spends on DTC advertising, there is an opportunity to use DTC to focus more on humanitarian goals of the industry.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
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.Click Here for Full Text - FREE! (pdf).
The pharmaceutical industry must be reeling from the blow just recently delivered by Senate Majority Leader Bill Frist (R-TN) who called upon the drug industry to impose "a two-year moratorium on advertising for new drugs and a government audit to determine how drug ads have affected the way Americans are treated for illness."Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
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.Click Here for Full Text - FREE! (pdf).
This is a summary of a recent presentation by David L. Stern, Vice President of Marketing for Metabolic and Endocrinology at Serono, Inc. Stern spoke from a marketer's perspective about recent trends in the pharmaceutical industry and how to address them by developing better marketing programs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article summarizes the findings of the Market Measures/Cozint 2002 DTC Monitor study.While the study showed increased awareness of DTC ads by consumers, awareness varied considerably depending upon the medium. The study also measured perceptions of DTC advertising by consumers and segmented the results according to medical condition.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
If you have questions about the 'dos & don'ts' and 'pros & cons' of using medical and non-medical mouthpieces for pharma PR and DTC advertising, this article provides some answers and opinions based on interviews of experts with years of experience in this area.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Pharmaceutical marketers are having a field day pushing the envelope on the Internet and especially in the social networking, Web 2.0 arena -- the new WILD, WILD WEST of the Internet. Many, however, are getting caught trying to perform the 'tricks of the trade.' With just a little bit of guidance and tips from the masters, you can perform these tricks WITHOUT getting caught!Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
The 2008 USA Today/Kaiser Family Foundation/Harvard School of Public Health Survey has some nuggets of information that give marketers further insight into the public’s attitude towards drug industry advertising. This article summarize these insights.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
There are many reasons why pharmaceutical marketers may not be effectively measuring ROI. This article discusses several of these reasons and includes feedback and opinions from several experts who agree that all marketers - and pharma marketers in particular - have a problem with traditional ROI analysis.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article documents the effect of the withdrawal of Vioxx and other COX-2 revelations on physicians' prescribing behavior using data from ImpactRx. Also included are results from a recent survey we conducted of Pharma Marketing News susbcribers regarding the wisdom of Pfizer's decision to test Celebrex to see if it is able to prevent heart attacks and strokes in patients with serious cardiovascular disease.Click Here for Full Text - FREE! (pdf).
According to Mark Stevens, author of the current Business Week Best Seller "Your Marketing Sucks," in the world of marketing today, people and companies are relying on the notion that a blend of "proven" or "traditional" marketing combined with slick new creative will yield results. The problem, says Stevens, is the creative ends up being the quantifying metric regarding how successful the marketing is rather than the achievement of the intended goal-driving sales.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
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