The latest from DTC Perspectives

DTC Marketing in the Age of Media Chaos

From a broken marketing model and media chaos emerge a wealth of new opportunities for DTC marketers. Find out what marketing luminaries see at The 2008 DTC National Conference.

With a plethora of new marketing options and an ever-expanding array of consumer touch points to choose from, DTC marketers face a steep learning curve and decision-making with heightened uncertainty. In this situation it is critical, now more than ever, for a DTC marketer to leverage learning from experiments at the leading edge. Experts and Thought Leaders will convene at the DTC National Conference to address these specific issues and share learning.

Hear from Experts on How to Succeed Amidst the Media Chaos: 

Peter Sealey, Legendary Marketer and Strategy Expert
Future Trends in Technology and Marketing Communications
Hear legendary marketer and strategy expert Peter Sealey 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. Peter Sealey was the President and COO of Coca-Cola Telecommunications and went on to become the first Global Marketing Director at The Coca-Cola Company, where he was responsible for the "Always Coca-Cola" campaign and the international introduction of Diet Coke into over 50 countries. Sealey was also the President of Marketing and Distribution at Columbia Pictures. A much sought-after advisor to senior business leaders, Sealey has served as a management consultant for, among others, AOL/Time-Warner, Google, Visa and UPS.

Steve Bodhaine, Group President, Yankelovich
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 will successful marketers reach marketing resistant consumers? Will health become a consumer indulgence? How can marketers leverage the coming of the Health Mall? Learn how to market to the future consumer today from Steve Bodhaine a leading consumer trends and health expert. Bodhaine has counseled clients on the marketing impact of key social trends in America for the past 35 years.

Bob Garfield, Author and Advertising Critic, Ad Age
DTC & Listenomics
We know the traditional marketing model is broken and new media are exploding. But what are some 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. Garfield is a columnist, critic, essayist, pundit, international lecturer and inveterate broadcaster. His visions of media chaos are upon us and his address will provide guidance on how to grapple with these issues in the near term.

Raquel Krouse, Vice President, Director of Healthcare, Interpublic Emerging Media Lab
Pre-Conference Workshop on DTC 2.0: 5 Key Trends to Capitalize On Now
The Emerging Media Lab provides all Interpublic companies and their clients with a physical and virtual space in which to experience the trends and technologies that are shaping the consumer media experience, today and into the future. Raquel works with Interpublic agencies and healthcare clients to ensure they are at the forefront of technology adoption trends among healthcare professionals and consumers. She explores the best use of digital solutions in pharmaceutical sales and marketing; prioritizes emerging media healthcare channels, tools and activities; and helps to manage emerging media programs.

Bill Schley, Co-Author Why Johnny Can't Brand
How to Be Brand Champion in an Era of Consumer Control
With the shift from manufacturer controlled corporate push communications to the advent of consumer generated media (blogs, wikis, and internet forums) and an explosion of media channels and DVRs how can a marketer still be an effective brand champion? How do we stay compliant? How are smart marketers leveraging the opportunities offered while still building and protecting their greatest asset? What is the role of the big idea in this kind of consumer controlled environment? Gain insights from visionary branding authority Bill Schley. Prior to DavidID Bill was a Creative Director at Ted Bates, New York where he won industry's Effie Award for sales-effective national advertising.

Greg Stuart Co-Author What Sticks: Why Most Advertising Fails and How to Make Sure Yours Succeeds
Marketing's Inconvenient Truth - Research on $1B in Ad Spend Demonstrates Major Ad Failure Rate
Advertising insider Greg Stuart, via research against a billion in ad spending, 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? This session will outline what you can do starting tomorrow to address the incredibly high rate of failure found in 30 ad campaigns from AstraZeneca, Ford, P&G, Kraft, ING and two dozen others. Learn how to address these crucial issues in your advertising plans to insure they succeed, otherwise advertising now or in future, on TV or the internet or mobile, will continue to fail. 

PLUS: Expert Panel Discussion - Are You Wasting 20% of Your Media Budget?
DTC marketers have been sharply criticized for not reallocating a greater portion of their budgets – approximately 20% – to new media. A moderated point-counter-point discussion will illuminate the keys issues and decision making criteria for determining a brands media mix, and considerations for the future.

Expert participants include:

• Mike Bloxham, Director Insight and Research Center for Media Design, Ball State University
• Peter Knobloch, CEO, RJ Palmer 
• Bob Brooks, former Director, Integrated Marketing & Media Solutions, GlaxoSmithKline 
• David Hallerman, Senior Analyst, Online advertising, eMarketer
• Mark Bard, President, Manhattan Research

Other Highlights of the DTC National Include:

• Doing More with Less - How to deal with the combined impact of pricing pressure, generics, pipeline uncertainties, budget cuts, and demands for greater accountability and discernable results/ROI
• Thriving Within the System - How can you plan for & succeed in the more vigilant and cautious regulatory climate?
• Brand Experience/Creative Innovations – How to create DTC campaigns that break through the clutter while being responsible
• What is the Future of the DTC Media Mix - How to integrate emerging and mainstream media platforms for a more powerful mix

Additional Speakers at the DTC National Include:

• John Abramson, Author Overdosed America 
• Jenny Alltoft, Pfizer 
• Mark Bard, Manhattan Research 
• JP Beauchamp, IRI Healthcare 
• Karen Best, Bristol-Myers Squibb 
• Mike Bloxham, Ball State University 
• Grant Corbett, Behavior Change Solutions
• Susan Eno Collins, HealthEd 
• Bob Brooks, formerly of GlaxoSmithKline 
• Jim Davidson, Davidson and Company 
• Kristin Davis, DDMAC 
• Deborah Dick-Rath, formerly of Novartis
• Bill Drummy, Heartbeat Digital 
• Chris Duncan, Amylin
• David Gascoigne, IMS Health 
• David Hallerman, eMarketer 
• Scott Hensley, WSJ   
• Bill Hunt, Global Strategies International   
• Brian Kaiser, Targetbase 
• Marci Kiester, DDMAC 
• Peter Knobloch, RJ Palmer
• Dr. Steven Lamm, NYU Medical School, Best Life & Author
• Paul LeVine, InfoMedics 
• Joe Meadows, Catalina Health Resource
• Tom McDonnell, Shire
• Wes Michael, TNS Healthcare 
• Sean Moloney, Dramatic Health 
• Amie O'Donoghue, DDMAC
• Nancy Phelan, Wyeth 
• Peter Sealey, Legendary Marketer & Strategy Expert 
• Joe Shields, Wyeth BioPharma
• Thomas P. Stossel, MD, Harvard Medical School
• Douglas Zabor, JZM
• Fariba Zamaniyan, IAG Research 

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.