The latest from DTC Perspectives

Did Actos Act Correctly?

Friday, 30 July 2010, 07:58 AM

On July 15 diabetes drug Actos unveiled a campaign touting its safety record versus oft attacked GSK’s Avandia. Takeda, maker of Actos, had the campaign ready to release at the time of the FDA hearing on Avandia safety. My blogger friend John Mack showed a picture of Pearl Harbor and jokingly compared Actos to the Japanese using the sneak attack. read more

Prevention Survey Good News/Bad News

Friday, 23 July 2010, 08:16 AM

Prevention Magazine has been doing a comprehensive consumer DTC survey for 13 years. Their latest survey released July 15 has many positive consumer reactions but some troubling ones as well for DTC marketers. read more

From MDPA Minute: Atkins Campaign Emphasizes Consumer Education Aspects

Thursday, 22 July 2010, 09:45 AM

In the highly competitive $60 billion weight-loss category, Atkins Nutritionals is betting that a return to its heritage as a marketer focused on “consumer education” is the route to improved sales growth. A seven-month old multi-million dollar ad campaign – the largest in the company’s history – utilizes TV, print, digital and radio spots. read more

Qnexa Nixed For Now- Bad News For Media

Friday, 16 July 2010, 08:17 AM

Qnexa, the latest in obesity drugs was rejected 9-7 in the FDA advisory panel held July 15. This was somewhat unexpected as the safety profile was pretty good. There was a panel concern on implications for pregnant women. If more safety studies can be done this drug is still viable and swinging some of the no votes should be achievable. There is also a chance that FDA will not listen to the narrow negative consensus and approve it anyway. read more

The Necessary Villains

Friday, 02 July 2010, 06:48 AM

The drug companies have been given a temporary reprieve as America’s corporate bad guys. For the past two years we have seen Goldman Sachs, Toyota and now BP take the crown as corporate evil doer of the news cycle. While health care was being debated the health insurance companies became the bad guys. Yes, the insurance companies had the audacity to keep a nickel of every sales dollar as profit. read more

New Obesity Data Frightening

Friday, 25 June 2010, 08:13 AM

How fat are we? If a careful reading of a new CDC report released this week is any indication we are in a deep fried mess. Anyone remember the 1990’s? Just taking the data back to 1997 we see the adult obesity levels in 2009 have risen 44%. Our incidence of adult obesity in 1997 was 19% and now it is 28%. Who is the fattest? By age, the baby boomer generation has taken the number one spot at 32%. That does not bode well for future health as we take our boomer obese bodies into our 60’s and 70s. I heard a few weeks ago that we are on average read more

Panelists, Speaker Added to June 23 Workshop - Creating Impactful DTC Ads

Friday, 18 June 2010, 02:23 PM

The agenda for the June 23 DTC workshop has been finalized, with the addition of presenter Mel Sokotch (advertising consultant, author and former leader of Foote, Cone & Belding’s consumer healthcare practice) and panelists Brent Rose of Daiichi Sankyo, Fariba Zamaniyan of Nielsen IAG and David Grueneberg, a former director advertising and resources at Bristol-Myers Squibb. read more

The Slippery Slope Is Around The Corner

Friday, 18 June 2010, 08:21 AM

The advertising critics who lambaste drug ads for presenting biased information will not stop with prescription drugs. These consumer advocates feel the American public must be protected from things that may harm them. For advertised drugs, that is high price and undiscovered side effects. For foods, it is high fat and sugar content. I could go on to many other categories but my point is should we restrict free commercial speech for products that critics do not like? read more

Making Rx Products Out of OTC’s

Friday, 11 June 2010, 08:07 AM

We hear a lot about Rx to OTC switches as a major strategy of pharma companies. A new opportunity seems to be available to drug companies. That is, why not take a popular OTC category and launch an Rx product. Why would a consumer want to get a prescription for a product that they can buy OTC? A good case study is from Glaxo’s Lovaza which is a pill for reduction of high triglycerides that is made from fish oil. read more

2 New Speakers Added to June 23 Workshop - Creating Impactful DTC Ads

Tuesday, 08 June 2010, 04:09 PM

With the addition of two client-side speakers -- Meryl Weinreb, formerly of AstraZeneca and a current board member for the Susan G. Komen for the Cure affiliate in Philadelphia, and John Vieira of Daiichi Sankyo – the June 23 DTC Perspectives workshop on “Creating Impactful DTC Advertising” promises to be an intensive training session for marketers who want to better understand the intricacies of DTC advertising and how to make their ads more effective. read more

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