DTC Perspectives

Point of care is that all-important time where patients are most interested in and aware of their healthcare. But with the proliferation of information at the empowered patient’s fingertips up against shorter times with healthcare professionals, it is at a tipping point.  Patients are increasingly armed with information to engage in better discussions with their [...]

Less is more goes the common saying. FDA, announced 2/18 in the Federal Register, that they are going to study having less risks read in TV ads. Their hypothesis is the litany of risks and warnings make it harder for the consumer to remember the most important ones. I have advocated, as have many advertising [...]

This article originally appeared in the Fall 2013 Edition of DTC Perspectives Magazine. Not long ago doctors were the only ones driving prescription decisions. But now, patients are better informed and more empowered, causing a shift in the way pharma thinks about branding their medications. No longer do companies just need to speak to a [...]

I must start off by saying that I qualify for free Viagra, still being on the retiree Pfizer medical plan. Actually I am a “firee” not a retiree, but I qualify anyway for continued coverage, having worked enough years at Warner-Lambert to continue on the Pfizer plan after they took us over. That bias towards [...]