{"id":3618,"date":"2005-11-01T00:00:00","date_gmt":"2005-11-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2005\/11\/01\/pmnissue410archive\/"},"modified":"2019-02-18T18:08:24","modified_gmt":"2019-02-18T18:08:24","slug":"pmnissue410archive","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/","title":{"rendered":"Pharma Marketing News Vol. 4, #10"},"content":{"rendered":"<p>  <b>Vol. 4, No. 10: November 2005<\/b>  <\/p>\n<p>    Welcome to the November, 2005 issue of <i>Pharma Marketing News<\/i>. <b><a href=\"http:\/\/www.surveymonkey.com\/s.asp?u=35108178016\">Subscribe Now<\/a><\/b> to get the current and future issues <b>FREE!<\/b> <\/p>\n<p>  <b>Order this ENTIRE back issue &#8211; $14.95<\/b><br \/>Pay online by credit card and get the pdf file by e-mail within minutes.      <\/p>\n<hr\/>\n<p><b>Article Summaries<\/b>  <\/p>\n<p><strong>DTC Pros and Cons Presented at FDA Hearing<\/strong> <\/p>\n<p\/> People are polite in Washington, DC. They don\u0092t rush and knock you down in the Metro (subway) like people do in NYC. Similarly, FDA staffers and presenters at the recent public hearing on DTC were very polite too. The nice FDA people asked nice questions and the nice presenters, for the most part, didn\u0092t blast the FDA for not doing anything to reign in DTC or for doing too much. Presenters were more or less evenly divided as to whether they supported DTC or were against it.  <\/p>\n<p> This article summarizes the main points, both pro and con, made by presenters at this meeting and includes commentary from expert members of the <b>Pharms Marketing Roundtable<\/b>, which met to discuss the issues raised at this hearing. <\/p>\n<p> Topics covered include: <\/p>\n<ul type=\"DISC\">\n<li>Pfizer Research into Risk Communication in DTC  <\/li>\n<li>Five Key Learnings of the Research <\/li>\n<li>Role of DTC in Motivating Consumers to Seek Medical Help <\/li>\n<li>Pfizer&#8217;s Recommendations to FDA <\/li>\n<li>How Much Risk Information is Enough? <\/li>\n<li>Disease Awareness Ads <\/li>\n<li>Use of Celebrities <\/li>\n<li>Pre-Approval of DTCA by FDA <\/li>\n<li>AstraZeneca&#8217;s Risky Proposition <\/li>\n<li>Power of Images <\/li>\n<\/ul>\n<p>   <b>Order the Full Article Reprint &#8211; $9.95<\/b>         <\/p>\n<p><strong>Predictive Physician Marketing<\/strong> <\/p>\n<p\/> According to some experts, the pharmaceutical industry has only itself to blame for limited physician access and two minute sales calls (see &#8220;Marketing&#8217;s Role in Limiting Physician Access and What to Do About It,&#8221; <a href=\"http:\/\/www.news.pharma-mkting.com\/PMNSupplementSFE.htm\">Increase Physician Access and Detailing Effectiveness Special PMN Supplement<\/a>). <\/p>\n<p> Creating product detail pieces and training representatives on the use of new materials represents a considerable marketing investment. It would be extremely valuable, therefore, to be able to predict how well a campaign will be <i>before<\/i> it is launched. <\/p>\n<p> Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma\u0099 Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior. <\/p>\n<p> Topics covered include: <\/p>\n<ul type=\"DISC\">\n<li>The ProSigma\u0099 Detail Model  <\/li>\n<li>Case Study <\/li>\n<\/ul>\n<p> <b>Order the Full Article Reprint &#8211; $6.95<\/b>                      <\/p>\n<p><strong>GSK Strikes Back with a Grassroots Campaign<\/strong> <\/p>\n<p\/> Mike Pucci, Vice President of External Affairs at GlaxoSmithKline (GSK), is a man with a mission, which is to get the word out about the good that the pharmaceutical industry is doing (or, as Pucci expressed his goal: to &#8220;Restore the reputation of the industry by communicating the value of our products, our research and our hope for the future&#8221;). He spoke recently at an industry Forum on Customer Relationship Management (CRM) held in Princeton, New Jersey. <\/p>\n<p> Topics covered include: <\/p>\n<ul type=\"DISC\">\n<li>Key Messages  <\/li>\n<li>Genesis and Structure of the Grassroots Campaign <\/li>\n<li>Role of PhRMA <\/li>\n<li>Program Available from GSK <\/li>\n<\/ul>\n<p> <b>Order the Full Article Reprint &#8211; $9.95<\/b>          <\/p>\n<p><strong>Global Digital Asset Brand Management<\/strong> <\/p>\n<p> As pharmaceutical marketers turn toward the Internet, the demand for digital &#8220;rich media&#8221;-streaming video and audio, Flash animation, Java applets, streaming video and interactivity-is growing rapidly. There is a need to leverage this rich media content across brands and marketing campaigns on a global scale, but analysts estimate as much as 30 percent of all content is lost or misplaced annually, resulting in huge cost burdens for companies to recreate lost assets. <\/p>\n<p> This article is a review of ClearStory Systems&#8217; ActiveMedia, which is an example of a next-generation digital asset management (DAM) solution for managing rich media.  <\/p>\n<p> Topics covered include: <\/p>\n<ul type=\"DISC\">\n<li>ActiveMedia  <\/li>\n<li>Distributive Administration <\/li>\n<li>Metadata and Digital Asset Rights <\/li>\n<li>Role of Ad Agencies <\/li>\n<li>ROI Achievable in the Pharma Industry <\/li>\n<\/ul>\n<p> <b>Order the Full Article Reprint &#8211; $6.95<\/b>        <\/p>\n<p><strong>Sales Rep Assessment: Shoot the Messenger, the Message, or Both?<\/strong> <\/p>\n<p> Getting sales representatives in front of doctors is still the most effective way to present the &#8220;story&#8221; of a drug, according to Hank McKinnell, CEO of Pfizer. The story is the marketing messages contained in the detail aid and talking points that sales reps use when calling upon physicians. Getting the story right and delivering it effectively is more important than ever and it is crucial that sales reps get proper training. <\/p>\n<p> This article is a review of Metamorph, Inc.&#8217;s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.  <\/p>\n<p> Topics covered include: <\/p>\n<ul type=\"DISC\">\n<li>Benchmarking Benefits Marketers, Trainers, Reps <\/li>\n<li>Rep Skill Trends <\/li>\n<li>Case Study <\/li>\n<li>Dr Certified Representative <\/li>\n<\/ul>\n<p> <b>Order the Full Article Reprint &#8211; $6.95<\/b>      <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vol. 4, No. 10: November 2005 Welcome to the November, 2005 issue of Pharma Marketing News. Subscribe Now to get the current and future issues FREE! Order this ENTIRE back issue &#8211; $14.95Pay online by credit card and get the pdf file by e-mail within minutes. Article Summaries DTC Pros and Cons Presented at FDA [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Marketing News Vol. 4, #10 - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma Marketing News Vol. 4, #10 - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Vol. 4, No. 10: November 2005 Welcome to the November, 2005 issue of Pharma Marketing News. Subscribe Now to get the current and future issues FREE! Order this ENTIRE back issue &#8211; $14.95Pay online by credit card and get the pdf file by e-mail within minutes. Article Summaries DTC Pros and Cons Presented at FDA [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2005-11-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-18T18:08:24+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/\",\"name\":\"Pharma Marketing News Vol. 4, #10 - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2005-11-01T00:00:00+00:00\",\"dateModified\":\"2019-02-18T18:08:24+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Pharma Marketing News Vol. 4, #10\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Pharma Marketing News Vol. 4, #10 - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue410archive\/","og_locale":"en_US","og_type":"article","og_title":"Pharma Marketing News Vol. 4, #10 - Pharma Marketing Network","og_description":"Vol. 4, No. 10: November 2005 Welcome to the November, 2005 issue of Pharma Marketing News. 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