From our Spring 2012 issue of DTC Perspectives Magazine
Also in this issue…
Editor’s Letter
DTC in Brief
Spending Review
Marketing and Media Movers
Advertiser Index and Resource Center
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Savings Offers: How Much Do Financial Incentives Improve Retention?
A series from Crossix RxMarketMetrics
The effectiveness and financial impact of savings offers and coupons can vary widely, and their success can be realized as meaningful improvements in adherence. Through continued measurement and market intelligence, marketers can optimize such programs to drive incremental Rx and foster strong relationships.
The Holy Grail in DTC Advertising Measurement
Fariba Zamaniyan of TRA, Inc.
Television is becoming a more accountable and measureable medium of promotion, largely due to advancements in digital technology. By using single-source data, marketers are better able to validate and optimize their DTC investments in television.
If Digital is Killing Print, Why Do Health Websites have Magazines?
Graham Mills of Digitas Health
While there are reported declines in print, many online health and wellness publishers have been able to successfully venture into the space. By embracing digital and other strategies for an integrated approach, new tactics are being ushered in to engage consumers and revitalize print.
Getting Loss of Exclusivity Right
Karen Carr of imc2
Between 2011 and 2015, nearly 100 brand name medications – including several blockbusters – stand to lose patent protection. With proper planning and implementation, brands can fight to maximize the duration of the relationships they have worked so hard to build. Both the brand and patient will benefit from such end-of-lifecycle strategies.
Marketers: Pay for Performance, not Promises
Rob Rebak of QualityHealth
Doing more with less is no longer just an option, it is a requirement for DTC marketers. Every dollar spent is heavily scrutinized, with each decision needing to be backed by a justifiable ROI. Utilizing efficient tactics, marketers can better manage their DTC performance.
Consumer Trends for a New Healthcare Reality
Maureen Malloy of Manhattan Research
Multiple trends are shaking up the consumer healthcare landscape – accelerating technology adoption, shifts in the traditional physician-patient relationship, new stakeholders coming to the forefront, evolving customer service expectations, among others. DTC marketers are struggling to keep up with these changes and understand what it means for their brands. This article discusses a few of the key trends that are shaping a new healthcare reality.
Embracing Patient-First Thinking in a Digital World
Raj Amin of HealthiNation
There is tremendous opportunity to build new and deeper relationships with patients and doctors. When looking at overall media mix inefficiencies, digital can provide powerful tools to foster long-term relationships. With digital at the core, a mindset that looks at the patient first and sales second, pharma can be seen as a valued partner by consumers who will welcome the help.
Ask. Screen. Know.: Encouraging Awareness and Action
A DTC Perspectives Q&A with Novo Nordisk
In May 2009, Novo Nordisk launched a national education program to increase awareness surrounding diabetes, urging at-risk adults to get screened for the condition. Since the inception of Ask. Screen. Know., Novo Nordisk and its agency partner, BioSector2 (B2), worked hard to conceive a creative initiative and identify the right spokespeople, reaching their audience through a variety of avenues.
Industry Forum: Hopeful Thoughts for the 2012 Regulatory Year
Market leaders share what they would like to see come about in 2012
In relaunching our Industry Forum, we decided to ask a few key thought leaders about a hot button topic: FDA’s Office of Prescription Drug Promotion. These industry veterans shared their views on what they would like to see materialize this year from OPDP (formerly DDMAC).
Marketing on the Edge: What Ever Happened to Great?
A new column by Jonathan Isaacs of Ogilvy Healthworld
In a marketing world where we should be pushing the envelope on innovation and creativity, it often feels as though we are repeating the current cycle. Improvements have been made, however, but more advancements are still needed. Rather than spend eternity in ‘the middle,’ let’s utilize modern DTC to its fullest.
Eye on the Hill: ‘Major’ Distractions in the Development of Today’s Drug Ads
Jim Davidson reports on what to expect in the coming year from Washington
FDA’s Distraction Study reveals some positive findings for DTC marketers. However, they should be on alert for a potential issue: what FDA resolves as the best way to implement the “clear, conspicuous, and neutral” standard.
Perspectives on Books: The Viral Storm
Reviewed by Robert Ehrlich of DTC Perspectives, Inc.
In each issue, our chief executive discusses a current book relevant to the pharmaceutical industry. For this issue he has reviewed, “The Viral Storm: The Dawn of a New Pandemic Age,” by Nathan Wolfe.
DTC Perspectives Editorial: The Healthcare Bubble
There is no doubt we are in a health care bubble in the United States. The only question is how it will burst – will it be a sudden burst or will we let the air out gradually?
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For a closer look at the contributors to this issue of DTC Perspectives Magazine, please click here. Interested in becoming a contributor to a future issue? Click here for our article guidelines and proposal form.
Contact:
Jennifer Haug
Director of Publishing & Content
973-457-5718
Jennifer@dtcperspectives.com
