{"id":5618,"date":"2015-12-01T00:00:00","date_gmt":"2015-12-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2015\/12\/01\/pmnissuev1407dec2015archive\/"},"modified":"2019-02-18T20:38:44","modified_gmt":"2019-02-18T20:38:44","slug":"pmnissuev1407dec2015archive","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissuev1407dec2015archive\/","title":{"rendered":"Pharma Marketing News Vol. 14, No. 7: December 2015"},"content":{"rendered":"\n<p>   <b>Vol. 14, Issue No. 7: December 2015 &#8211; EXECUTIVE SUMMARY<\/b> <\/p>\n<p> Anti-DTC Resurgence        Physicians and Politicians Call for Bans, Moratoriums, &amp; End to Tax Breaks<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"DTCA-Cost Link\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/DTC_DrugCostLink_250x99.jpg\" width=\"300\" height=\"119\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>With the renewed focus on the high cost of drugs comes a new wave of attacks on Direct-to-Consumer Advertising (DTCA) of prescription drugs. Two factoids are making news these days:<\/p>\n<p><b>Factoid #1<\/b>: Spending on prescription drugs is increasing dramatically. The <i>Chicago Tribune<\/i>, quoting data from IMS health, reported that &#8220;Spending [in 2014] rose 13 percent [vs. 2013], the biggest jump since 2001, to a total of $374 billion&#8221; and<\/p>\n<p><b>Factoid #2<\/b>: Spending on DTCA of prescription drugs is also increasing &#8211; more so, in fact. Kanter Media reported that the drug industry increased measured media ad spending by 19% in 2014 vs 2013 to $4.5 Bn.   <\/p>\n<p>But is there a causal link between DTC advertising and Rx drug prices and\/or total spending? This article explores this issue.  <\/p>\n<p><b>Topics (partial list)<\/b>:<\/p>\n<ul>\n<li>AMA Calls for DTC Ban<\/li>\n<li>The 2006 Anti-DTC Movement<\/li>\n<li>Pharma Execs Call for Limits<\/li>\n<li>DTC in Today&#8217;s Political Spotlight <\/li>\n<li>Causal Link Examined<\/li>\n<li>Benefits of DTC Advertising<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1407-article01.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1407-article01.pdf<\/a>     How to Achieve Digital Pharma Marketing Results        Dealing with Disruption<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Digital Disruption\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/digital-disruption-small.jpg\" width=\"300\" height=\"221\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>&#8220;Disruption creates opportunity for those who embrace change,&#8221; begins the blurb for the book <i>RESULTS: The Future of Pharmaceutical and Healthcare Marketing<\/i> by R.J. Lewis (aka RJ) et al. Lewis is the President and CEO of eHealthcare Solutions, a vertical Internet advertising network in healthcare, which he started in 1999.   <\/p>\n<p>This article focuses on digital disruption, which is the chapter written by Lewis who discussed this topic during a recent Pharma Marketing Talk podcast.  <\/p>\n<p><b>Questions\/Topics (partial list)<\/b>:<\/p>\n<ul>\n<li>What are some of the biggest trends you are seeing in digital marketing today?<\/li>\n<li>There is a shift from targeting contextually to targeting based on an audience, how is this playing out in digital marketing and where is it heading?<\/li>\n<li>What are some examples of &#8220;data driven&#8221; targeting in online advertising?<\/li>\n<li>What does the future hold for the newer media and platforms such as mobile and video?<\/li>\n<li>How big of a role does societies concerns over privacy play in how the future unfolds?<\/li>\n<li>How will the return on investment (ROI) of digital marketing be measured going forward in the new healthcare environment?<\/li>\n<li>For the chapter on a view from the manufacturer, what are the main themes you heard from them?<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1407-article02.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1407-article02.pdf<\/a>     The Year 2015 in Images        Pharmaguy&#8217;s Favorite Images with Commentary from Pharma Marketing Blog, Pharma Marketing News, and Scoops<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Pharma Year 2015 Image Collage\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Year2015collage.jpg\" width=\"500\" height=\"312\" vspace=\"5\"\/><br \/><b>Contents (partial list)<\/b>:<\/p>\n<ul>\n<li>2014 Was Another Record Year for FDA<\/li>\n<li>Shire &amp; Seles Team up in B.E.D.<\/li>\n<li>Lack of Adherence: A Pharma Haiku<\/li>\n<li>A KOL by Any Other Name<\/li>\n<li>Scary Rx Drug Ads<\/li>\n<li>Pharma Sales Reps: Declined &amp; Denied!<\/li>\n<li>Pfizer Dominates DTC Ad Spending<\/li>\n<li>AstraZeneca Mines Patient &#8220;Dark&#8221; Data<\/li>\n<li>Buzzwords Heard at Industry Events<\/li>\n<li>Kim Kardashian Shills for Pharma! No Worry &#8211; No Side Effects!<\/li>\n<li>For First Time in Seven Years, Pharma Support of CME Increases<\/li>\n<li>Socialize Your Patient Engagement Strategy<\/li>\n<li>His &amp; Hers Viagra &amp; Addyi Monographed Hand Towels<\/li>\n<li>Patient Centricity<\/li>\n<li>mHealth Apps: Overwhelming Choice, Limited Proven Efficacy, Security Issues<\/li>\n<li>Mastering Mobile Social Media to Improve Health Outcomes<\/li>\n<li>&#8220;Yer Talkin&#8217; Pish&#8221;<\/li>\n<li>Is Martin Shkreli a Psychopath?<\/li>\n<li>Amgen Wants to Own Your HIPAA Protected Health Information<\/li>\n<li>Bayer Healthcare Grants4Apps\u00ae Team Receives Pharmaguy Pioneer Award!<\/li>\n<li>The History of the Pharmaguy Pioneer Hawaiian Shirt<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1407-article03.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1407-article03.pdf<\/a>    <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to Vol. 14, Issue No. 7 (DECEMBER 2015) of Pharma Marketing News. DTC Ban Revisited, Digital Disruption, Best of 2015, are the themes of this issue.<\/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":[64,6],"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. 14, No. 7: December 2015 - 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\/pmnissuev1407dec2015archive\/\" \/>\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. 14, No. 7: December 2015 - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Welcome to Vol. 14, Issue No. 7 (DECEMBER 2015) of Pharma Marketing News. 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