The latest from DTC Perspectives

Future of DTC Marketing in Face of External Pressures

With DTC marketing in the face of increased regulatory pressure, consumer scrutiny and a volatile healthcare industry landscape – Find out what experts are advising at The 2008 DTC National Conference.

The DTC industry is facing a very different landscape in 2008 – consumers are demanding authenticity, transparency and highly personalized information, Presidential candidates are making healthcare reform a central platform, Congress is calling for inquiries and DDMAC recently issued new requirements. In the face of drug recalls, questionable product efficacy, marketing campaigns pulled voluntarily to avoid further scrutiny and negative media attention, it is more important than ever for a DTC marketer to consider the environment in which marketing campaigns are run. 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.

Experts on Legislative, Healthcare and Public Perception Issues Include:

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.        

Jenny Alltoft, VP, Patient and Marketing Centers of Expertise, Pfizer Inc. will explain How DTC Should Adapt to the New Environment. Find out what the future holds for DTC in today's environment of increasingly engaged and informed consumers.

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

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.

Bill Schley, Co-Author Why Johnny Can't Brand will discuss the shift from manufacturer controlled corporate push communications to the advent of consumer generated media. Find out How to Be a Brand Champion in an Era of Consumer Control.

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.

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.           

Thomas P. Stossel, MD, of Harvard Medical School will share his Defense of DTC & the Pharmaceutical Industry. An articulate, erudite and outspoken advocate for the profit motive in medicine, Dr. Stossel will provide his guidance for pharmaceutical companies.
 

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: (click here for full agenda) 

• Mark Bard, Manhattan Research
• JP Beauchamp, IRI Healthcare         
• Karen Best, Bristol-Meyers Squibb  
• Mike Bloxham, Ball State University           
• Grant Corbett, Behavior Change Solutions 
• Susan Eno Collins, HealthEd           
• Bob Brooks, Formerly of GlaxoSmithKline            
• Deborah Dick-Rath, Formerly of Novartis  
• Bill Drummy, Heartbeat Digital        
• Chris Duncan, Amylin          
• Bob Garfield, AdAge          
• David Gascoigne, IMS Health          
• David Hallerman, eMarketer             
• Scott Hensley, WSJ  
• Bill Hunt, Global Strategies International    
• Brian Kaiser, Targetbase
• Peter Knobloch, RJ Palmer
• Raquel Krouse, Interpublic Emerging Media Lab
• Dr. Steven Lamm, NYU Medical School & Best Life
• Paul LeVine, InfoMedics
• Joe Meadows, Catalina Health Resource
• Tom McDonnell, Shire
• Wes Michael, TNS Healthcare
• Sean Moloney, Dramatic Health
• Peter Sealey, Legendary Marketer & Strategy Expert
• Joe Shields, Wyeth BioPharma
• Greg Stuart, Co-Author What Sticks
• 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 registerfor the DTC National Conference, please call the DTC Perspectives office at (973) 377-2106 or visit the DTC National Conference website.