Pharma Marketing Network

Vol. 3, No. 3: March 2004 - CONTENTS Feature Article Scenarios on the Future of Pharma Marketing: No Time...

The postmarket development of pharmaceuticals is vital to the success of many brands; however manufacturers must wrestle with an assortment of issues that ensue. Success, which is often hinged on off-label usage, may sway profits, but also raises many legal, regulatory, financial and health hazards. Risk preventative measures can be implemented to avoid the hazards that are particular to off-label usage. The Navigating the Risks of Off-Label Usage conference addresses how to recognize and avoid behavior that can land your company in legal and financial hot water.

The series, now in its second year, covers the pharmaceutical marketing space comprehensively from professional to consumer, as well as global and managed markets.

This article is a summary of a presentation by Lynn Benzing, President, The Patient Marketing Group at the Achieving DTC Success Conference in October, 2003. Ms. Benzing presented results from her company's Consumer Relationship Satisfaction Survey, a groundbreaking comparative study on how pharmaceutical marketers are handling key consumer touch-points that impact brand loyalty. This study profiles over 50 brands across all major therapeutic categories.

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.

On February 4, 2004, the FDA issued long-awaited draft guidance documents designed to improve communications to consumers and health care practitioners about health conditions and medical products. The most eagerly anticipated guidance concerns the acceptable alternatives to the lengthy, detailed, and technically-written brief summary of risk information for consumer-directed print advertisements for prescription drugs.

This article reviews how tailored behavior change programs can increase acquisition, compliance, persistency or brand loyalty. A smoking cessation program is presented as a case study.

This article focuses on what marketers need to do to face the tough 2004 DTC environment. It summarizes a presentation made by Robert Ehrlich, CEO, DTC Perspectives Inc. at the Achieving DTC Success Conference in October, 2003. Ehrlich talked about TV ad creativity, government regulations, the issue of brand retention, DTC ROI, and the challenges of a consumer-centric approach.

Vol. 3, No. 2: February 2004 - CONTENTS Feature Article Key Issues Facing DTC Marketers in 2004 ...

The mission of this program is to educate new and early-stage Medical Science Liaisons (MSLs), MSL team managers and those interested in exploring the field, on best practices of the profession and how to achieve a successful and ethical tenure