Article Reprints
eMarketing/Internet The following Pharma Marketing News reprints and case studies relating to “eMarketing” – the use of the Internet to market to consumers and/or physicians using public Web site or e-mail – are available. You might also be interested in the following categories for additional reprints relating to Marketing Techniques and Tools:

Special Supplement Social Media Pharma Marketing

Social Media Pharma Marketing Cover

Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new “social media” tools available to it and extricate itself from its moribund situation of declining ROI?

These new tools — lumped under the heading “social networking” or “Web 2.0 — are big topics of discussion at many pharmaceutical marketing conferences. The question is, will pharma marketers embrace them, learn how to use them, and will they see benefits?

This collection of Pharma Marketing News articles, blog posts, and survey results provides you with an excellent introduction to the many issues involved in social media pharma marketing.

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Special Supplement ePharma Marketing

ePharma Supplement Cover

Many experts believe that pharma eMarketing is at a tipping point and that pharmaceutical companies are poised to shift substantial ad spending from TV and other media to the Internet.

The selection of articles in this Special Supplement to Pharma Marketing News was chosen to give you a better perspective on pharma eMarketing. Included are real world case studies that illustrate the advantages of eMarketing such as depth of information, interaction, relationship building and superior customer engagement.

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The Absolute, Relative, and Incremental ROI of DTC e-Marketing

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.

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Applying FDA Marketing Regulations to Internet Promotions

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.

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Are Pharma Bloggers Biased Against the Industry?

How supportive or critical are individual blogs in the pharma blogosphere and is there an overall bias one way or the other?

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A Case for Pharmaceutical Web Site Accreditation

There are thousands of health Web sites on the Internet. Accreditation is not an appropriate path for all these sites to take, but for those sites that can afford it and that meet rigorous standards for quality and accountability, accreditation can help distinguish them from their competitors and increase consumer trust. Pharmaceutical sites focusing on consumers, in particular, stand to benefit.

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Can Health Web Sites Improve Compliance?

For various reasons, it is hard to find a conclusively documented answer to a seemingly simple question: do interactive health education media improve patients’ health practices? In fact, a recent high-profile report attempted to answer that question and got it wrong: procedural flaws led them to an unjustified conclusion. The problem lies in seeking a broad general picture. More appropriate is to focus on the specific patient population, the distinct behaviors to be changed, and the particular tactics employed.

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cDetailing: Addressing the Consumer Education Gap

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.

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The Changing Landscape of Physician Interactions

Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.

MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions — including key opinion leader (KOL) management, phaseIV trials, and eDetailing — from a single, secure and scalable access point.

Topics and issues covered include:

  • Eight Great Ways to Improve Interactions
  • Multi-Channel Non Personal Interactions
  • Personalization
  • Key Opinion Leader Management

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Consumer Use of the Internet for Health: Whose Numbers Do You Believe?

This article includes DATA and an analysis of methodologies of various online consumer market research studies to help you understand how to apply these data to your online marketing campaigns.

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DocCheck: Das Portal

This article describes the services offered by DocCheck and specifically focuses on the portal’s market research and physician-targeting capabilities, which any pharmaceutical marketer wishing to do professional marketing in Germany should know more about. Includes sections:

  • Day of the Portals
  • Universal Physician Password
  • eDetailing in Europe
  • How European Physicians Use the Internet
  • DocCheck e-Research
  • Patient Panels
  • Recruitment of Physicians and Consumers for e-Research

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eDetailing Strategies for a Higher Physician Response

Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although Traditional eDetailing has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a Best Practice Guide for eDetailing to help pharma marketers optimize the reach and impact of eDetailing.

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Before you buy this reprint, take a look at the Special Supplement: eDetailing, which contains this reprint and other articles on eDetailing and ePromotion to physicians.

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eDetailing: Yesterday, Today and Tomorrow

eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it’s cracked up to be.

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e-Inertia Plagues the Pharma Industry

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.

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E-mail Marketing Best Practices for Pharma

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.

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e-Marketing at the Point of Care

Pharmaceutical marketing strategies are evolving more rapidly than any other time in history. The traditional detail-based marketing model is being challenged by physicians’ ever-growing time pressures and lack of time for sales reps.

Given these challenges, most pharmaceutical companies are committing some level of marketing resources to e-promotion, including e-detailing and e-CME initiatives. This article reviews e-prescribing offerings of vendors like Allscripts Healthcare Solutions and ScriptRx, Inc.

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ePrescribing: What Role Should Pharma Play?

A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the “balance of power” between physicians, pharma companies, and payers at the point-of-care.

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Ethical Online Practices Build Consumer Trust

Although pharmaceutical firms claim they are not required to comply with regulations enacted under the Health Insurance Portability and Accountability Act of 1996, using HIPAA as a model for online policy may help drug companies improve their public images, build trust with consumers and, ultimately, sell more products

Click Here for Full Text – FREE! (pdf).

European Compliance Not Only Possible, But Leading Edge

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.

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The European eMarketing Scene: Desperately Seeking Strategy

The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.

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European Online Marketing Survey Results

This article presents selected results from a survey of pharmaceutical experts on eDetailing and Online Marketing conducted in 2005 by eyeforpharma, MediQuality, and PharmiWeb Solutions.

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The Evolving Impact of Anti-Spam Legislation on Online Marketers

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.

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Fast Start to Customized ePromotion and eLearning Physician Programs

There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.

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Helping Pharma eMarketing “Grow up”

eMarketing Benchmarks

Pharmaceutical marketers are continually challenged by their superiors to quantitatively measure the return on investment (ROI) of their campaigns. This is especially true for their eMarketing initiatives.

So, how do you know which online tactics are giving you the best return on your investment? To get started it is helpful to compare and contrast your own online strategy’s performance against competitive and perceived “best-of-class” tactics to evaluate the effectiveness of online programs, emulate effective strategies, and establish best practices. In other words, you need some eMarketing benchmarks.

This article summarizes a Pharma Marketing Talk conversation with Carolina Petrini, SVP, Marketing Solutions, comScore, regarding her company’s consumer e-marketing effectiveness benchmarks for the pharmaceutical industry.

Topics and issues covered include:

  • eMarketing Benchmarks
  • Methodology
  • Prospects vs. Patients
  • Favorability Benchmarks
  • Conversion/New Starts Benchmarks
  • Change in Norms Over the Years
  • What about Web 2.0?
  • How to Use the Benchmarks

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Got Game? Online Pharma Advergaming

While advergaming seems to work for the consumer package goods industry, will it also work for pharmaceuticals?

Topics covered include:

  • The Game: Give Your Legs a Rest
  • Not Medical Advice; Also Not Educational!
  • It May Fly in Battlecreek, But Not in Raritan!
  • Rx Drugs Require More Than Branding

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How Readable, Credible & Useful are Pharma Blogs?

This article presents the compllete results from the first ever survey of The Pharma Blogosphere in which blog readers evaluate 22 different pharma-related blogs on the basis of readability, credibility, usefulness, and bias.

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The Impact of eDetailing: Will it Complement, Replace, or Become Integrated with the Sales Force?

The number of pharmaceutical sales representatives has increased sharply in recent years. More than 90,000 representatives compete for the attention of 650,000 practicing physicians, only 125,000 of whom are top-tier prescribers. Some people, maybe physicians most of all, hope that online detailing (eDetailing) will reduce the number of office visits from all these pharmaceutical sales representatives chasing after the same docs. This article reviews a presentation on this provocative topic made by David Hauben, Director of eBusiness at Aventis Pharmaceuticals.

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Before you buy this reprint, take a look at the Special Supplement: eDetailing, which contains this reprint and other articles on eDetailing and ePromotion to physicians.

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Integrating Online & Offline Marketing: Challenges for Pharma

Many pharmaceutical companies are currently absorbing their e-business units and personnel back into the brand teams. This may be a glass is half-empty versus half-full situation. Someone who looks upon the glass as half-full is Bruce W. Bunyan, Senior Director & General Manager at Aventis Behring, the therapeutic proteins business of Aventis. This article includes a case study based on Bunyan’s experience on how Aventis Behring brought together the online and offline marketing mix within his company. He frankly discussed the obstacles he faced and claimed “he learns more from his mistakes than from his successes.” It is obvious, however, that Aventis Behring is on the right track in overcoming the challenges.

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Intelligent Online Sampling Strategies

New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.

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The Internet and CME

Despite the fact that physician usage of the Internet has increased over the past few years, solid evidence for the reasons they access the Internet or, more importantly, if the knowledge they gained from online CME presentations has any impact on their practice is still largely unknown.

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Leverage Health Beliefs to Develop Effective Online Compliance Programs

According to a Jupiter survey, consumers don’t manage their health online because they have low confidence in their ability to use online health resources to improve their health. Pharmaceutical marketers must leverage health beliefs and models to design comparatively more effective adherence-related online marketing programs.

Topics covered include:

  • Learn how self-efficacy predicts online consumers’ health-related behavior
  • Define your online strategy and prioritize spending on online marketing tactics

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Measuring Consumer Sentiment About Prescription Drugs

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.

Topics covered include:

  • The CGC/UGC Landscape – some statistics
  • Case Study: Botox vs. Restalyne
  • Impact of Advertising on CGC
  • Monitoring Adverse Events in Conversations

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Merck Rejiggers Its Marketing Mix

Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: ‘Industry must embrace new ways of engaging physicians on their terms.’

Topics covered include:

  • Merck to Slash Field Force?
  • Consumer Media Consumption Habits vs. Media Spend (Google chart)
  • Customer Focus Means More Technology
  • Engaging Customers on Their Terms
  • Impact vs. Risk Analysis of Physician Marketing Channels (chart)

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Midwestern eMarketing Values

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.

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Online CME – A Glass Half-Full or Half-Empty?

This article looks at data regarding online CME – number of physicians doing CME online, etc. It also includes a case study of a popular pharma-sponsored online CME program, which highlights the necessary ingredients for success.

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Online and Offline Professional and Consumer Marketing

Short summaries from the Pharmaceutical Marketing Global Summit provides information about how pharma marketing practices need to evolve.

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Paid Inclusion: Too Hot for Pharma Marketing?

This article summarizes the issue of paid inclusion and presents results of the recent online Pharma Search Engine Marketing Survey.

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Patient Detailing at the Point of Care

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.

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Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?

Instead of talking about CRM (Customer Relationship Management), Philippe Barzin, former Director of Connectivity at Johnson & Johnson, focused on HRM or “Healthcare Relationship Management.” While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels – Web, email, call center, field visits – and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline! To demonstrate the effectiveness of “customer-oriented surround marketing” and personalization, Barzin used BabyCenter, a J&J consumer-focused web site, as a case study.

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Pharma Marketing Stuck in Web 1.5

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.’

Topics covered include:

  • The CGC/UGC Landscape – some statistics
  • Case Study: Botox vs. Restalyne
  • Impact of Advertising on CGC
  • Monitoring Adverse Events in Conversations

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Pharma Online Spending

An Interview with eMarketer Senior Analyst Lisa Phillips.

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Pharma’s Plodding Approach to eMarketing

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.

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Prescription Drugs and the Health 2.0 Opportunity

The eDrugSearch.com Community

eDrugSearch has expanded its mission by unveiling its own Health 2.0 venture: the eDrugSearch.com Community, which is a new social network for prescription drug consumers. The eDrugSearch.com Community hopes to help members make choices that save them money, and keep them safe, when buying drugs online.

This articles reviews some of the features of this new Health 2.0 Web site.

Topics and issues covered include:

  • Health 2.0 Defined
  • Strangers Sharing Stories
  • Drug Ratings & Reviews Section
  • Should Pharma Marketers Participate?

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Proactive e-Marketing Plan

Pharmaceutical companies can effectively implement e-marketing programs through strategic planning and by simply augmenting their traditional sales force, suggests Devin Paullin, vice president of operations at Physicians Interactive. Paullin outlines a 12-month strategy in which firms can proactively target physicians using electronic tools, or e-tools. He recommends that firms use traditional promotion solutions and modify those solutions using e-initiatives.

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Product Branding, e-Marketing May Be Underutilized

Strengthened pharmaceutical branding and increased utilization of online marketing tools can have a significant impact on the revenue and market value of pharmaceutical firms, according to a presentation by Bill Trombetta, professor of pharmaceutical strategy and marketing at The Erivan K. Haub School of Business at St. Joseph’s University.

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Quality of Pharma-sponsored Health Information on the Internet

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.

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Ready or Not: Gearing Up for the Expansion of ePrescribing

In a keynote address at a recent ePharma Summit conference held in Philadelphia, PA, Kevin Hutchinson, CEO and President of SureScripts, a company founded by the National Association of Chain Drug Stores (NACDS) and the National Community Pharmacists Association, looked at the changing landscape and inevitability of electronic prescribing (ePrescribing or eRx) and the implications and opportunities for the pharmaceutical industry.

SPECIAL! Includes: Pfizer’s Principles for Assuring Quality of Care by Electronic Prescribing Systems

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Sales Effectiveness Meets eMarketing

Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmaÂ’s Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.

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Searching for Answers on Search Engine Marketing?

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.

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Translate Industry Trends into the Optimal Promotional Strategy

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.

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Web 2.0 Pharma Marketing Tricks for Dummies

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!

Topics and issues covered include:

  • Consumer-Generated Content – some data
  • Why Neither the FDA nor PhRMA Will Be the Wiser
  • HealthTrain, the Open Healthcare Manifesto
  • The So-called “One-Click Rule”

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A Web-based Therapy Management Program

Cedric Tuck-Sherman, director of eBusiness for Baxter BioScience, discussed his company’s experience with creating and managing a web-based therapy management program for chronic diseases during a recent Patient Persistence, Compliance and Education seminar sponsored by EyeforPharma.

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What You Need to Know About the “CAN-SPAM” Law

Although the CAN-SPAM law is often portrayed as a white knight that will save us from dastardly e-mail spammers and pornographers, many of its provisions cover all commercial e-mail, even permission-based, opt-in e-mail. It is also applicable to B2B e-mail communications and one-to-one commercial e-mail messages such as e-mail from sales representatives to physicians.

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YouPharma: New Rules for Pharma Marketing and Social Media

Highlights from a Pharma Roundtable discussion and comments from several bloggers in the Pharma Blogosphere about pharma use of social media.

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