The latest from DTC Perspectives

DTC Advertising Under Scrutiny by Legislators and Critics

DTC marketing, now more than ever, is in the public scrutiny. It has been the subject of a barrage of headlines these last few weeks. To learn what the industry is facing and what you can do, register to attend the 2008 DTC National Conference.

Are we really at risk for increased regulation? How can we overcome the issues of public mistrust? How can we better respond to the attacks and negative publicity? Will the public and congressional outrage turn into action? What are smart pharma marketers doing now to contingency plan? Experts and Thought Leaders will convene at the DTC National Conference to address these specific issues and additional hurdles marketers face in the challenging months to come. Speakers and topics include:

The Legislative Impact:

Jim Davidson, President, Davidson & Company will present on The Regulatory and Legislative Landscape. Learn what may change in the healthcare landscape and the possible impacts of elections, planned hearings and proposed bills in the House and Senate.        

Kristin Davis, Deputy Director
Marci Kiester, Group Leader
Amie O'Donoghue, Research Team will provide updates on key issues and DDMAC research in addition to fielding audience Q&A.

 
The Healthcare Industry Reputation and Public Perception:

John Abramson, M.D., Clinical Faculty, Harvard Medical School, Author Overdosed America will share his perspective on DTC's role and reputation in the healthcare system.

Steve Bodhaine, Group President, Yankelovich provides an Exploration of Macro Consumer Health Trends and Their Implications for DTC Marketers. Learn how to market to the future consumer today from a leading consumer trends and health expert.

How Smart Marketers Can Tackle the Challenges and Leverage Opportunities:

Peter Sealey, Legendary Marketer and Strategy Expert, will sketch what lies ahead in terms of future trends in technology and marketing communications. Gain a sense of the key trends and how you can capitalize on them today from this Marketing visionary.             

Nancy Phelan, Executive Director, Consumer Communications and e-Marketing for Wyeth will present on Consumer Marketing 3.0. This discussion will focus on why patient and customer centricity matters and how to bring that focus to life in all aspects of consumer marketing.

Karen Best, Associate Director Advertising Resources, BMS will translate her extensive experience in pharmaceutical media buying and planning to provide actionable insights on how to make the most of media budgets, especially in a time of tightening resources.

Greg Stuart, Co-Author of What Sticks: Why Most Advertising Fails and How to Make Sure Yours Succeeds, advertising insider Stuart has discovered that the fundamentals and foundation of advertising are deeply flawed and failing. There are lots of reasons why this happens but most important, what can you do about it?

Bob Garfield, Author and Advertising Critic, Ad Age will share concrete steps DTC Marketers can take now to successfully leverage the opportunities that Web 2.0 presents for pharmaceutical brands? This presentation by leading advertising authority Bob Garfield will provide specific recommendations in this regard. 

Jenny Alltoft, Vice President, Patient and Marketing Centers of Expertise, Worldwide Pharmaceutical Operations, Pfizer will share a pharmaceutical case study.

Bill Schley, Co-Author Why Johnny Can't Brand, Rediscovering the Lost Art of the Big Idea will discuss the shift from manufacturer controlled corporate push communications to the advent of consumer generated media. Find out how smart marketers leverage the opportunities offered while still building and protecting their greatest asset.    

PLUS: 3 Pre-Conference Workshop Options including:

• DTC 2.0: 5 Trends To Capitalize On Now
• How To Improve Your Media Plan Efficiency And Stretch Your Dollar By 10% Tomorrow
• Innovations In Direct-To-Patient – Untapped Opportunities In Patient Education, Retention And Compliance

(*For Gold Pass attendees only, limited capacity – register early to secure your place.)

Everyone may register by visiting www.dtcperspectives.com, under the Conference menu; or by calling the DTC Perspectives office at (973) 377-2106.

About The DTC National Conference

The DTC National Conference is designed to provide DTC marketers with an opportunity to learn from industry thought leaders and discuss the latest innovations in direct-to-consumer marketing. Over 3 days, attendees will benefit from case studies, new market research, media & marketing gurus and networking opportunities. The DTC National also includes the DTC National Advertising Awards and the Top 25 DTC Marketers of the Year Award.

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For additional information, or to register for the DTC National Conference, please call the DTC Perspectives office at (973) 377-2106 or visit the DTC National Conference website.