SUMMARY

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 discussion. Topics headings include:

• DTC Straight Talk
• Strategic Marketing Goals
• Quality of Revenue
• Benefits of Lathian's eLearning Solution
• Over Estimating the Market: What Our Survey Revealed
• The Role of the Physician
• Between You and Your Doctor
• Evidence-Based Marketing and Compliance
• The Next Vioxx is Inevitable