Vol. 5, No. 10: December 2006 – EXECUTIVE SUMMARY
Welcome to the latest issue of Pharma Marketing News. This is the Executive Summary version. See Article Summaries below.
Download the full-text version of the complete newsletter at:
www.pharma-mkting.com/news/pmnews5_10pbet.pdf.
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CONTENTS
- OpEd: Betting the Pharm (www.pharma-mkting.com/news/pmn510-oped.html)
- Congress vs. Pharma: Trouble Ahead?
- Pharma’s Plodding Approach to eMarketing
- Sales Effectiveness Meets eMarketing
- Teaching New Dogs Old Tricks
Article Summaries
Congress vs. Pharma: Trouble Ahead?
Now that the elections are over, the pharmaceutical industry is left to ponder what the new Congress has in store for it. This article is a summary of a Pharma Marketing Roundtable discussion of the Congressional agenda for pharma (real and feared). Includes results from the online “What’s In Store From Congress” survey. Listen to the podcast here: http://ec2-54-175-84-28.compute-1.amazonaws.com/pharma-mkting.com/talk/show003.htm.
Topics covered include:
- Medicare Part D Reform
- Mandatory Pre-Clearance of DTC
- Black Triangle Label for New Drugs
- Worst Case/Best Case Scenarios
www.pharma-mkting.com/news/pmnews5_10pbet.pdf
Pharma’s Plodding Approach to eMarketing
Speaker after speaker at eyeforpharmas eCommunication & Online Marketing Conference, held recently in Philadelphia, commented on the plodding approach to e-communication and e-marketing (including social networking) taken by the pharmaceutical industry. This article, written by health communications veteran, Harry Sweeney, is a frank assessment of the key takeawys from this meeting.
Topics covered include:
- Hurdles Acknowledged But Not Managed
- Ready or Not, Web 2.0 is Here!
- Futurist Visions
- Search Ad Faux Pas
- eKOLs
- Social Networking: Sea-Change for Pharma
www.pharma-mkting.com/news/pmnews5_10pbet.pdf
Sales Effectiveness Meets eMarketing
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmas Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference. Occasionally, the dialogue takes a point-counterpoint turn as the authors approach topics from their differing perspectives.
Topics covered include:
- Complex Regulations
- New Drug Development: Commercial Viability vs. Clinical Efficacy
- Access to Physician Prescribing Data
- Top 5 Characteristics of the Ideal Electronic Detail As Ranked by U.S. Physicians
- Consumer Opinion Leaders
- The One Click Rule
www.pharma-mkting.com/news/pmnews5_10pbet.pdf
Teaching New Dogs Old Tricks
An interview with Professor Jim Avery at University of Oklahoma’s Gaylord College of Mass Communication about preparing graduate students for a career in health advertising. According to professor Avery, health advertising is a lucrative option for his students. Listen to the podcast here: http://ec2-54-175-84-28.compute-1.amazonaws.com/pharma-mkting.com/talk/show001.htm.
Includes:
- Nine things student learned about DTC from focus groups
www.pharma-mkting.com/news/pmnews5_10pbet.pdf
