OpEd: More Permission, More Data, Better Marketing?
What's the connection between the effectiveness of DTC advertising, patient-level data vs. physician-level data, and out-of-the-box marketing? Adoption of these new techniques and data sources by pharmaceutical marketers depends on good education, vendor cooperation, and success stories to prove that the effort is worth it
Top Companies, Classes, and Products in the DTC Space
This article provides an overview of DTC spending YTD 2002 compared with YTD 2001. The sources the data are Verispan's Source Prescription Audit and other market research.
Top Companies, Classes, and Products in the DTC Space
This article provides an overview of DTC spending YTD 2002 compared with YTD 2001. The sources the data are Verispan's Source Prescription Audit and other market research.
Is Pharma Ready for HIPAA?
Although most experts agree that pharmaceutical companies are not covered entities under HIPAA, this does not mean that pharma marketers should not worry about it. Pharma needs to realize that HIPAA will have a significant impact on the commercial side of their business. One effect, for example, will be HIPAA's influence on state medical privacy laws, which may directly affect pharmaceutical companies and their advertising and marketing partners. This article is a summary of a presentation by Brent Saunders, Partner, PricewaterhouseCoopers. The presentation was made at the Pharmaceutical Regulatory & Compliance Congress and Best Practices Forum held at the Philadelphia Marriott Hotel on November 13-15, 2002.
Texas Medical Privacy Act: A Wolf in Sheep’s Clothing?
Anyone who is even a casual reader of Pharma Marketing News knows that we support consumers' right to privacy and believe that pharmaceutical marketers need to beef up their privacy policies if they hope to improve consumer trust. So it may surprise you when we say that a new Texas privacy law goes too far in its apparent zeal to protect patients' privacy. In fact, we believe that this law's real purpose is to limit the ability of pharmaceutical companies and their agents to communicate product information directly to consumers in Texas. The privacy law we talking about is the Texas Medical Privacy Act (SB 11). SB 11 is known in some quarters as 'super HIPAA' because it applies super-stringent HIPAA-like privacy regulations to pharmaceutical companies, their advertising/ marketing agencies and other entities - even individuals. A covered entity under SB 11 is any person who assembles, collects, analyses, uses, evaluates, stores, or transmits protected health information. The law becomes effective in Texas September 1, 2003.
Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?
The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!
Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?
The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!
What Stands in the Way of the Mainstream Use of the Internet by Pharmaceutical...
At the recent eyeforpharma conference, I rocked the boat a little by suggesting that the percent of the pharma DTC promotional budget devoted to the Internet was a miniscule 1-3% and that this percentage has NOT changed since 1998 when I first heard about it.
Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?
The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!
The Absolute, Relative, and Incremental ROI of DTC e-Marketing
The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. Although the role of using the Web for primary awareness of the product and therapeutic category is very important, we will focus on the power of the product Web site as a conversion tool in this article and illustrate how the Web strategy fits into the overall marketing continuum - from initial engagement all the way to loyalty marketing.
