Are Some DTC Print Ads Too Educational and/or Persuasive?

FDA Plans to Do Two Studies to Find Out

Pharma Paid Celebrity Best Practices

Pharma Paid Celebrity Best Practices Should Pharma Disclose Payments to Celebrity Spokespeople?Pharma marketers in the U.S. sometimes use celebrities as spokespeople for their branded...

“Open Access” Social Media Guidelines for Pharma

"Open Access" Social Media Guidelines for Pharma A Review and Commentary by John MackHealth Social Media...

Who Owns Your Social Media?

Twitter's new rules change the playing field for third party developers, establish caps on number of users, and shift guidelines to requirements across four categories of businesses. Will the new rules ruin the spirit of social media and are they bad for healthcare?

Big Bad Pharma

The drug industry is contending with a storm of unsavory media coverage documenting drug shortages in the U.S., drug counterfeiting, and recalls due to manufacturing faults. Some say bad journalism is heightening the

The iPad in the Doctor’s Office

The Apple iPad has also become a

Pharma Marketing News Vol. 11, No. 4: 19 April 2012

Welcome to Volume 11, Issue #4 (19 APRIL 2012) of Pharma Marketing News.

Pharma Paid Celebrity Best Practices

Pharma marketers in the U.S. sometimes use celebrities as spokespeople for their branded drugs or for non-branded campaigns. Such celebrities include TV personalities, athletes, movie stars and others who have thousands or millions of fans, Twitter followers, etc. Should Pharma Disclose Payments to Celebrity Spokespeople? This is just one of the issues explored in a recent survey of Pharma Marketing News readers.

Gamification: Now and Then

There's a lot of brouhaha these days in pharma circles about 'gamification' as if it were the newest thing since sliced bread. These days, however, it may be easier for a pharma company to create a real-life museum educational gaming experience than a virtual world game on Facebook. Way back in 1984, gamification was much simpler.

Is Online Pharma Advertising ROI Scalable? Outsize Results on Modest Spends May Not Scale...

At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that 'With digital you can get way more bang for your buck, so you HAVE to think of the digital channel.' Drummy' s message was simple: the ROI of online promotion is an order of magnitude greater than the "typical" 2:1 ROI for non-digital channel promotion. This may be true of small budget campiagns, but is it scaleable to the point where digital promotion gives you a significant bump in sales?

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