Dear Reader, Welcome to the archive of the June, 2004 issue of Pharma Marketing News! Vol. 3, No. 6: June 2004 - CONTENTS...
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.
Patient compliance may be a core objective for pharma marketers, but an international quorum of compliance experts at the recent eyeforpharma Patient Compliance 2004 conference in London agreed that the very term 'compliance is incorrect. In 22 in-depth presentations over 2 days, 30 speakers and panelists agreed that marketers need to stop analyzing compliance, and start understanding patients.
Vol. 3, No. 9: October 2004 - PREVIEW The following are summaries of articles planned for the upcoming October 2004 issue of Pharma Marketing News....
Key external drivers shaping the short and longer-term futures of pharma, including political, economic, the provider market, plans, payers/employers, and e-business, among them. How to plan for scenarios based on these drivers.
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 typical pharma industry responses to criticism about rising drug prices may make economic sense, but they do not resonant with consumers' perceptions and emotions. In fact, sometimes it seems more like a slap in the face than a consoling pat on the back.
Vol. 3, No. 1: January 2004 - CONTENTS Feature Article What You Need to Know About the New "CAN-SPAM" Law Conference Highlights Finding the "Right...
Multicultural communications can be a powerful addition to the armamentarium of the healthcare marketer.
What is the proper role of DTCA - educational or motivational? Is it capable of doing either? If so, how well is it doing?