Vol. 8, Issue No. 10: NOVEMBER/DECEMBER 2009 – EXECUTIVE SUMMARYWhat’s Next from FDA? Upfront Commentary
Now that the FDA public hearing about regulating drug and medical device promotion on the Internet has come and gone, everyone who has a stake in the issues discussed at that hearing is wondering what the next steps are. Practically everyone believes the FDA will issue some form of guidance for the industry. Here’s a list of important questions for FDA from our readers.
Read this entire OpEd piece by John Mack here:
www.news.pharma-mkting.com/PMNews_810_UpFront.pdf Consequences of Direct-to-Consumer Advertising Links to Higher Prices and Less Competition
This articlefocuses on a new study that suggests drug price increases areengineered to cover the costs of Direct-to-Consumer Advertising (DTCA).Drug price trend data from AARP, AHRQ, and prescription drug consumerprice index (CPI) are presented.
Topic headings include:
- AARP Rx Watchdog Report Data
- Flaws in the AARP Report
- Engineered Drug Price Increase
- DTC Ad Spend Chart
- Industry Says No Direct Link to DTC
- Plavix and Medicaid
- Smoking Gun Charts
- Pharmacos Spend More on DTCA When There is No Competition
- Plausible or Dubious?
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Search Advertising Options for Pharma What to Do While Waiting for Those Guidelines
At the November 12-13, 2009, FDA public hearing on social media and the Internet, Google presented some new search ad formats for the pharmaceutical industry. According to Julie Batten, eMarketing Manager at Klick Pharma, a full-service digital marketing agency that specializes in the healthcare and pharmaceutical sector, Google previewed its ideas to a small group of agency and advertiser partners, including Klick, several months prior to that.
In this article, Batten discusses pharma’s options for search marketing in this period between the FDA public hearing and when the much anticipated draft and final guidance on the issue is published.
Topic headings include:
- FDA Seeks Data & Ideas
- PhRMA’s Proposed FDA-Approved Symbol
- Google’s Proposed Formats
- YAZ Tests New Format
- SEO and Organic Search Results
- Is Organic Search Next on FDA’s Chopping Block?
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A Few Things I Learned at FDA’s Social Media Hearing What’s Next is What Counts
Unless you have been living under a rock — and not reading thisnewsletter — you probably know that the FDA convened a public hearingon November 12 and 13, 2009, to hear comments from 60 or so speakersabout FDA regulation of social media and the Internet.
You can access a boatload of presentations, summary articles, podcasts,tweets, and practically everything you will ever want to know relatingto this hearing at www.fdasm.com, a Website set up by Ignite Health.Currently, there are more than 160 articles related to the publichearing now available here: www.fdasm.com
This article presents key takeaways from the FDA hearing, a synopsis of the presentations made by John Mack, Publisher, Pharma Marketing News,at the hearing, a review of Ignite Health’s study regardingeffectiveness of sponsored links, and the next steps in the process.
Topic headings include:
- Some Key Takeaways
- PMN Survey Results Presented
- How People Find Brand.com Websites
- What’s Next?
- One Small Step for FDA, One Giant Leap for Pharma
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Pharma’s Image Conundrum Building Brand Loyalty and Consumer Confidence
In this guestarticle, Carla Stratfold, CEO at OnRequest Images, presents several keylearnings and best practices that pharmas can follow when buildingbrand and consumer loyalty.
Topic headings include:
- DTC Ads Hurt Pharma’s Image
- DTC Ads Also Build Trust
- Brand Loyalty Best Practices
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