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Listen to the Latest Podcast, which was broadcast live from a recent conference, features experts on eMarketing to physicians and consumers.

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Did you miss the October, 2006 issue of Pharma Marketing News? It's available FREE online for a short time only. This is the Executive Summary version. See Article Summaries below.

e-Inertia Plagues the Pharma Industry

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_9optc.pdf

Optimizing DTC Performance

How TNS Healthcare Helps Clients Build a Lifetime Connection Between Consumers and Brands

DTC spending is up 6.6% in the first half of 2006. What is the pharmaceutical industry getting in return for this increase? However you look at the numbers, typical DTC approaches often don't deliver the impact they should for the dollars invested, according to TNSfyi, a product forecasting and healthcare/pharmaceutical model-ing division of TNS Healthcare.

Topics covered include:

• The Two Most Common DTC Mistakes
• Forecasting
• What If Testing
• After-the-Fact Analysis
• Commitment and Brand Worth
• What Drives Commitment?

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_9optc.pdf

The Brand Marketing Mix

Balancing Impact versus Risk

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.

Hopefully, it will give you a better idea of the impact versus risk of various physician and consumer marketing channels and the effect on marketing budget allocation. There is a focus on newly emerging Internet-based channels.

Topics covered include:

• What's in the Mix?
• Factors That Determine the Mix
• What About Risk?
• Some Trends
• Is DTC Spending Up or Down?
• Future Mix: Consumers
• Future Mix: Physicians
• Technology's Influence
• Marketing in the Post-Vioxx Era
• Risk vs. Impact

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_9optc.pdf

Pharma Online Spending

An Interview with eMarketer Senior Analyst Lisa Phillips

eMarketer, a company that analyses trends related to e-business, projects pharmaceutical companies will increase their Internet spending by about 25% this year, to $780 million, as marketers shift from consumer mass marketing to more targeted opportunities on the Internet. By 2008, online spending will rise to $1.3 billion, according to eMarketer's new report, "Pharmaceuticals Online: Direct-to-Patient Becomes a Reality."

To better understand these numbers and other information presented in the eMarketer report, PMN interviewed Lisa Phillips, eMarketer Senior Analyst and author of the report.

Topics covered include:

• Measured vs. Unmeasured Online Media Spending
• US Pharmaceutical and Health Care Online Ad Spending vs. US Total Online Ad Spending, 2003-2008
• US Online Advertising Spending for Selected Pharmaceutical Companies
• Interactive Marketing Channels that US Marketers are Currently Using or Piloting
• Behavioral Targeting

Access this article and the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_9optc.pdf