March 2010
Also inside this issue...
Editor's Desk
DTC in Brief
Spending Review
People on the Move
Market Guide
Advertiser Index and Resource Center

Talking about Real Healthcare Reform with Gov. Howard Dean
By Mark Tosh, editor-in-chief of DTC Perspectives

Former Vermont Governor Howard Dean has been outspoken during the healthcare reform debate about the need for "real" reform. He shares some of his thinking on this topic with DTC Perspectives in advance of his presentation at the DTC National in April. read more >>

DTC Public Policy Myths: Does DTC Drive Up the Costs of Consumer Advertised Products?
By Ken Sobel, senior vice president at KantarHealth

The public policy debates on healthcare reform include some contentions that seem to be based more on assumptions than facts. The main assumption seems to be that prescription drug prices are driven higher when a drug is promoted by DTC advertising campaigns. read more >>

Magnifying the Authentic Voice of the Patient:
How the patient ambassador model is addressing the industry trust gap
By Brenda Snow, founder and chief executive officer of the Snow Companies

Some pharma marketers are building successful outreach programs by working with real patients who are committed to raising awareness about their diseases and sharing their experiences with Rx treatments to help empower other patients. read more >>

Turnkey or Time Bomb: Marketers Should Look Closer at Turnkey CRM Solutions
By David Bernard, managing director of DB Marketing Technologies

CRM architectures are a complex collection of processes that must be kept in alignment. At times, even the best architectures could get out of step with business requirements. read more >>

10 Ways to Complete Your Database Picture: Database Enhancement for Healthcare
By Mark Hertenstein, senior vice president, and Jann Edmondson, director, at ICOM

The absence or age of data can leave marketers with an insufficient or irrelevant database. Databases are crucial for identifying patients, segmenting and targeting, but they can also be used by other brands in the organization. read more >>

DTC on Demand: The New Era of Qualified Reach for Consumer Rx Advertising
By Raj Amin, chief executive officer of HealthiNation

DTC advertising is a powerful force in helping consumers better understand diseases and treatments, but the scrutiny surrounding consumer promotion continues to increase. New communication options to reach the scale of mass media, however, can help reach qualified viewers and make ad spending more efficient. read more >>

Viewpoint: The Blame Game
By David Kweskin, senior vice president at The Research Intelligence Group

Given the positive impact DTC can have on patients – via helping the undiagnosed and driving persistence and compliance among those on treatment – how is it that this form of consumer promotion has earned such a negative reputation? read more >>

Eye on the Hill: 'You're Still the One' – In the Cross-hairs of Legislation
Jim Davidson reports on what to expect in the coming year from Washington

Three bills have been introduced in the House and two in the Senate during the current session that would deny the ability of a manufacturer of prescription pharmaceuticals to deduct the cost of its advertising. Advertising is being attacked like never before on Capitol Hill. read more >>

Perspectives on Books: Digital Medicine
Reviewed by Robert Ehrlich of DTC Perspectives, Inc.

In each issue, our chief executive will discuss a current book relevant to the pharmaceutical industry. For this issue he has reviewed "Digital Medicine: Health Care in the Internet Era" by Darrell M. West and Edward Alan Miller. read more >>

DTC Perspectives Editorial: A Bright Future for DTC

Critics of DTC will never disappear, thus industry members will need to stay vigilant. Marketers should remain focused on the positive – DTC is the only form of consumer promotion subject to FDA clearance, and DTC provides Americans with necessary, fact-based information. read more >>