Moore: Please Don’t Ignore Us Pharma Bloggers
Mr. Moore, please invite to a private screening of your movie SiCKO just like Centocor invited me to a private screening of it’s movie InnerState.om the pharmaceutical industry. Read the full text of this OpEd piece…

Measuring an Intangible: Medical Science Liaison Metrics Consensus
This article by Dr. Jane Chin of the Medical Science Liaison Institute, offers suggestions for MSL metrics based on results of a consensus survey. Read more… and order the reprint without subscribing.

Optimizing Brand Equity: Pre-Launch through Patent Expiry and Beyond!
There are few new blockbusters on the horizon and many profitable drugs are coming off patent. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance. Read more… and order the reprint without subscribing.

Mobile Pharma Marketing: What’s the 411?
Mobile devices — especially cell phones — are becoming ubiquitous in the U.S. How can pharmaceutical companies use this technology for consumer acquisition and retention? To get some ideas, we interviewed Robert Flynn, President of Pulse Media Response, LLC, and summarize that discussion in this article. Read more… and order the reprint without subscribing.

Murky Physician Marketing and Education Practices
This commentary takes a look at some “murky” (ie, non-transparent) physician marketing practices and presents opinions from several Pharma Marketing Blog polls and commentators. Read more… and order the reprint without subscribing.

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Volume One: DTC Emerging Issues

Special Supplement
Direct-to-Consumer Advertising
Volume Two: DTC in the New Era

DTC Vol 2 Supplement Cover

DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.

TABLE OF CONTENTS

Order both Volume One and Volume Two and SAVE! (Click Here)

Order and pay for Volume Two now using your credit card.

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TABLE OF CONTENTS – Volume Two
Approx. 47 Pages

  • Introduction: Not Your Father’s DTC
  • The Brand Marketing Mix: Balancing Impact versus Risk
  • Pharma Online Direct-to-Patient Spending
  • DTC Spending Set to Surpass DTP Spending
  • Is Your Product Ready for Consumers?
  • Medical Device DTC: Learning from Pharma’s Mistakes
  • Creating a Successful DTC Campaign on the Inside
  • The New Branding Model: From Blockbusters to Targeted Therapies
  • Emotions, Focus and Storytelling: How Cialis is Challenging Viagra
  • Optimizing DTC Performance
  • Maximize DTC Effectiveness: Understanding Drivers of Patient Behavior
  • Out-of-the-Box Marketing: Will It Work for Pharma?
  • PR: Advertising by Other Means
  • Ducks in the Henhouse: The Challenges of Integrating Direct and Brand Advertising
  • cDetailing: Addressing the DTC Education Gap

Special Supplement
Direct-to-Consumer Advertising
Volume One: Emerging Issues

DTC Vol 1 Supplement Cover

The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.

TABLE OF CONTENTS

Order both Volume One and Volume Two and SAVE! (Click Here)

Order and pay for Volume One now using your credit card.

ONLY $29.95
PDF file delivered to you by email (usually within minutes of placing your order):

If you wish to be pay by check or credit card off-line, please use:
Printable Order Form

TABLE OF CONTENTS – Volume One
Approx. 42 Pages

  • Pharma Trends to Watch
  • To Ban or Not to Ban DTC, That is the Question
  • DTC Pros and Cons
  • Marketing in the Post-Vioxx Era
  • Straight-Talking DTC
  • PhRMA’s DTC Principles
  • Communicating Risk
  • CHC Petition to FDA
  • Biotech DTC
  • Print DTC: How Does It Measure Up?

Order and pay for both Volume One and Volume Two now using your credit card and SAVE!

ONLY $49.95
Volume One & Two (PDF) will be delivered to you immediately by email.

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