Pharma Marketing News Vol. 11, No. 3: 19 March 2012

Welcome to Volume 11, Issue #3 (19 MARCH 2012) of Pharma Marketing News.

The Year 2012 in Images: A Select Review of Pharma Industry News & Trends

These are Pharmaguy's favorite images and stories published on Pharma Marketing Blog during 2012. It's a good summary of some of the major trends in the industry.

Is Your Marketing Head in the Cloud? The Appature Nexus Marketing Cloud Software Platform

Appature, a unique software-as-a-service provider, sees this as an immense opportunity to couple the vast amount of data available to healthcare marketers with relationship marketing technology to discover new methods to personalize and optimize campaigns to both consumers and healthcare professionals. This article reviews Appature Nexus, a Marketing Cloud software platform that drives sales growth through an integrated marketing database, campaign management tool and reporting/analytics engine.

Adherence: Do We Really Need an App for That?

Lots of patients -- even patients taking life-saving medication -- are not as "adherent" as they should be, which means that the treatment does not work as advertised and drug companies lose money. There have been many attempts by the drug industry to improve medication adherence, but it has been a tough challenge. The industry, however, has not given up. The new battleground for combating non-adherence is the mobile smartphone and the smartphone app is the weapon of choice. Are the benefits worth the risk?

The Role of Social Media in Managaing Chronic Diseases

The Role of Social Media in Managaing Chronic Diseases Focus on Diabetes and ObesityIn an "Open letter to NPR about Diabetes Social Media piece,"...

Do Drug Copay Coupons Drive Up Healthcare Costs?

Coupons for drug co-payments are illegal and drive up long-term health-care costs for all, a consumer group and four trade-union health-insurance plans said in announcing lawsuits against eight pharmaceutical companies. The lawsuits claim that although coupons reduce the consumer's out-of-pocket cost, the health insurer still pays the previously negotiated price to the drug company. With no savings from generics, health plans will need to charge patients more to keep up with rising costs, the lawsuits say.

Pharma Responds to FDA’s Draft DTC Guidelines

FDA has received several comments from the pharmaceutical industry regarding the agency's 'Draft Guidance for Industry Direct-to-Consumer Television Advertisements.' This article reviews the comments submitted by PhRMA, Sanofi, and Shire. Comments from other pharma companies addressed similar issues to the ones reviewed here.

What’s at Stake in the Off-Label Debate: Freedom of speech may be the legal...

There are enough legal issues in this case to keep a boatload of constitutional and pharma lawyers busy for years. But let's look at this from a different perspective -- i.e., what pharma has to gain from this and what patients have to lose.

The Coming Pharma Digital Depression

A 'recession' in pharma marketing is likely considering the well-known 'patent cliff' that's currently in progress; ie, blockbuster drugs with a combined $170 billion in annual sales will go off-patent by 2015. That means even less mass media advertising and more digital advertising. But 'more digital advertising' does not mean that much more money will be spent in the digital arena. That's because of social media, where it's virtually free to advertise!

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