Articles

Yahoo's record earnings and Google's IPO announcement are hot financial stories, but they also herald an important trend that is changing the way marketers think about the interactive channel. Search Engine Marketing, also known as SEM or Search, is one of the fastest-growing e-marketing strategies today.

As US pharmaceutical companies search for best practices to battle patient drop-off, their European counterparts have overcome Byzantine regulations and reduced margins to implement strikingly effective compliance programs.

This article summarizes a presentation made by Lynne Brookes, Vice President, US Marketing, Cephalon Inc. at EyeforPharma's Successful Product Branding in Pharma conference in London, UK on 23 March 2004 in which she discussed the marketing strategies behind Gabitril and Actiq.

In a world crowded with many similar competing consumer goods, the most successful companies have been those who control the marketing, sales AND distribution systems. Government intervention, complex reimbursement systems and numerous intermediaries, however, handicap the pharma industry, which is a long way behind Fast Moving Consumer Goods (FMCG) in terms of product branding.

Pharmaceutical advertising was historically directed toward health care professionals and mainly communicated through medical journals. Rigorous research is needed to evaluate and determine the most effective format for communicating benefit and risk information to consumers. New standards for drug advertising to consumers should be grounded in data derived from this type of research.

The PhRMA Code on Interactions with Healthcare Professionals, which became effective in July 2002, affirms that a sales rep's primary function is to educate and inform doctors. In pursuit of this function, certain activities are supposed to be forbidden. However, there may be some differences among pharmaceutical companies regarding the interpretation of the Code and how it is applied in practice. Pharma Marketing News hosted a survey of its subscribers and visitors to the Pharma Marketing Network Web site about this issue.

Vol. 3, No. 5: May 2004 - CONTENTS Up Front Pushing the Envelope is Bad for DTC Feature Article Searching for Answers on Search...

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.

New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.

New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.