Article Reprints
Consumer/Patient Education The following Pharma Marketing News reprints relate to Consumer/Patient Education as a pharmaceutical marketing activity. You might also be interested in the following categories for additional reprints relating to consumer/patient advertising and marketing:
Americans Skeptical of Pharma Cause Marketing
A new survey by Envision Solutions, LLC, a healthcare marketing communications company, suggests that many Americans are deeply skeptical of pharmaceutical companies’ motives for supporting non-profit patient advocacy groups.
Beyond Patient Education: Influencing Behavior Change
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.
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Can Health Web Sites Improve Compliance?
For various reasons, it is hard to find a conclusively documented answer to a seemingly simple question: do interactive health education media improve patients’ health practices? In fact, a recent high-profile report attempted to answer that question and got it wrong: procedural flaws led them to an unjustified conclusion.
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cDetailing: Addressing the Consumer Education Gap
Steve Smith, Editor-in-Chief of Medsite has reengineered his company’s eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company’s first Consumer Detailing (“cDetailing”) product, which is a novel rich-media online consumer disease education and drug information program.
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Closed-Loop Patient Education: MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes
MedTera recently partnered with HealthPrize Technologies, a web-based software company that motivates people to fill and stay on prescription medications, to bring together MedTera’s online and offline educational resources and HealthPrize’s online, interactive platform to educate people about their chronic diseases and incentivize them for taking their medications as prescribed.
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DTC Pros and Cons Presented at FDA Hearing
This article summarizes the main points, both pro and con, made by presenters at recent FDA hearing on DTC and includes commentary from expert members of the Pharms Marketing Roundtable, which met to discuss the issues raised at this hearing.
Full Text Available (pdf) (FREE!).
DTC Risk Communication
With all the new attention being paid to drug risks, it is time to take a look at the issues surrounding drug risk communication to consumers and patients. Pharmaceutical marketers need to understand these issues to better communicate risk and build trust in their brands.
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Eyes on the Adherence Prize: How HealthPrize Uses Financial Incentives and Fun to Change Patient Behavior
This article provides details about the HealthPrize’s innovative, compelling approach to solving one of pharma’s most perplexing puzzle: how to improve medication adherence. Included is a summary of a Pharma Marketing Talk podcast interview of Tom Kottler, CEO, and Katrina S. Firlik, M.D., Chief Medical Officer, HealthPrize.
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Got Game? Online Pharma Advergaming
While advergaming seems to work for the consumer package goods industry, will it also work for pharmaceuticals?
Topics covered include:
- The Game: Give Your Legs a Rest
- Not Medical Advice; Also Not Educational!
- It May Fly in Battlecreek, But Not in Raritan!
- Rx Drugs Require More Than Branding
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High Impact Content in Support of Rx Brands
In this article, PLG Health CEO Philip Lief describes how his company developed and marketed ‘The alli Diet Plan’ book for GlaxoSmithKline in order to increase the visibility, brand recognition, and sales of the over-the-counter (OTC) alli® weight-loss product.
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Innerstate: The First Disease Awareness Documentary Film
Innerstate is a disease awareness full-length documentary film produced by Centocor. This review is based on a private screening.
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The iPad as a Pharma Marketing Platform
This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing.
Topics include:
- iPad – What’s It Good For?
- The iPad as a Pharma Marketing Platform
- GoMeals
- More Consumer Apps
- Opening Doors to Physicians
- iPad for eDetailing
- DrChrono.com Featured on Pharma Marketing Talk Radio
- Is It Just Another Tablet Device?
- Does No Flash Mean No eDetailing?
- iAds for Pharma?
- Is Pharma Blocking or Supporting iPad Use by Sales Reps?
Many Physicians Plan to Buy It
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Leverage Health Beliefs to Develop Effective Online Compliance Programs
According to a Jupiter survey, consumers don’t manage their health online because they have low confidence in their ability to use online health resources to improve their health. Pharmaceutical marketers must leverage health beliefs and models to design comparatively more effective adherence-related online marketing programs.
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Medical Device Marketing: Worlds Apart from Rx Drug Marketing
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.
This article summarizes a presentation from that conference and discusses how medical device marketing to consumers and physicians is different than Rx drug marketing. While some device marketing campaigns take a page from the Rx arena, there are difficulties and roadblocks ahead and these are also summarized in this article.
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Moving the Needle on Adherence
Both the financial and social implications of non-compliance were the subjects of the recent 7th Annual Forum on Patient Compliance, Adherence and Persistency. This article presents highlights and case studies from this forum..
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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.
Topics and issues covered include:
- Don’t Leave Money on the Table
- Realizing Brand Value After Expiry
- Brand Architecture Models
- Understanding Equity Flows
- The Role of Communications
- Best Communication Management Practices
- Optimize the Franchise
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Prescription Drugs and the Health 2.0 Opportunity
The eDrugSearch.com Community
eDrugSearch has expanded its mission by unveiling its own Health 2.0 venture: the eDrugSearch.com Community, which is a new social network for prescription drug consumers. The eDrugSearch.com Community hopes to help members make choices that save them money, and keep them safe, when buying drugs online.
This articles reviews some of the features of this new Health 2.0 Web site.
Topics and issues covered include:
- Health 2.0 Defined
- Strangers Sharing Stories
- Drug Ratings & Reviews Section
- Should Pharma Marketers Participate?
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This article discusses the potential pitfalls, regulatory issues, and best practices regarding the use of real patient testimonials based on comments collected from a recent survey of readers and other experts.
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Risk Mitigation and Its Impact on Pharma Marketing
Risk management, REMS, danger management of your product’s life cycle, whatever you call it, all are crucial to brand managers and marketing executives. In this article, Jeff Fetterman, President and CEO of ParagonRx, summarizes his ideas about how to develop a REMS that can be a win-win-win situation for you, your product, and the patient.
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Targeted Faith-based Disease Awareness Marketing
This article describes a new health awareness initiative intended to reach African Americans via churches and health ministries.
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Use of Celebrities for PR and DTC Advertising
If you have questions about the ‘dos & don’ts’ and ‘pros & cons’ of using medical and non-medical mouthpieces for pharma PR and DTC advertising, this article provides some answers and opinions based on interviews of experts with years of experience in this area.
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A Web-based Therapy Management Program
Cedric Tuck-Sherman, director of eBusiness for Baxter BioScience, discussed his company’s experience with creating and managing a web-based therapy management program for chronic diseases during a recent Patient Persistence, Compliance and Education seminar sponsored by EyeforPharma.
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