Pharma eMarketing: A Level Playing Field or a Killing Field?
Why is pharma so conservative when it comes to using technology for marketing purposes? Is it ROI concerns? Not invented here syndrome? Or is it something else?
Are ED Ads Too Sexually Explicit?
The TV DTC ad campaigns for Cialis, Levitra, and Viagra seem to be pushing the envelope with regard to sexually-explicit themes and characters. Recently, we asked Pharma Marketing News readers and Pharma Marketing Network Web site visitors to give us their opinions about whether or not recent ED TV ads were too sexually explicit or focusing on a younger and younger audience.
The New Branding Model: From Blockbusters to Targeted Therapies
Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing.
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.
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.
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.
Pharma Marketing News Vol. 3, #6 (June 2004) Archive
Dear Reader, Welcome to the archive of the June, 2004 issue of Pharma Marketing News! Vol....
Publication Planning 2004
Featured Conference Publication Planning 2004 Practical Strategies for Publication Planning May 24-27, 2004 Princeton, NJ ...
Field-Based Dissemination of Scientific Information
Featured Conference Field-Based Dissemination of Scientific Information May 13-14, 2004 * Philadelphia, PA...
OpEd: Pushing the Envelope is Bad for DTC
If the trend [in ED drug advertising] continues, lawmakers-some of whom already are gunning for DTC-are sure to take notice. In my opinion, ED product marketers should declare a moratorium on this ad 'shoot out' before it is too late. It's not doing anything to prove the argument that DTC is educational and it certainly is not sending the right message to the FDA, which just recently issued new guidances applauding the benefits of DTC advertising.
