June 2009
  Also in this issue...
  Editor's Desk
  Spending Review
  Advertiser Index and Resource Center

Eye on the Hill: Eating Our Seed Corn

Jim Davidson reports on what to expect in the coming year from Washington

According to a recent report, the pharmaceutical industry is considering giving up its business expense deduction for the cost of advertising. It's a "troubling" development, our Capitol Hill observer reports. read more >>

DTC 21st Century: Navigating the Uncertainties of Social Media
By Ellen Hoenig-Carlson, founder of AdvanceMarketWoRx

As social media overhauls the consumer mindset, it's important to keep in mind that the principles of sound marketing still apply. Any forays into social media must fit with overall brand strategy, leverage consumer insights, and be executed with consistent creativity and authenticity. read more >>

Social is Mainstream: Embracing the Third Dimension of Marketing
By Lisa Flaiz, vice president, group director and national pharma practice lead at Razorfish

As media shifts from a mostly analog to a mostly digital world, marketers are beginning to rethink the opportunities of "portable and beyond-the-browser" that are widely available. Social Influence Marketing now presents a new dimension of marketing. read more >>

Coming Out the Other Side: Engaging with Individuals in Control
By Chris Schroeder, chief executive of HealthCentral

As the individual takes more control of their healthcare by engaging with others like them, the worlds of information and decision making must become transparent. It is those marketers who are deeply focused on common sense who realize that an unprecedented opportunity exists to engage with these real people, with real needs, on their terms. read more >>

Just What the Doctor Ordered: Maximizing Pharma's Adherence Dollars
By Paul LeVine, vice president of analytic services for InfoMedics

In today's marketplace, adherence solutions are often based on one-size-fits-all thinking. The results of these efforts have been lackluster. A new way of thinking about adherence – by identifying and effectively addressing the barriers – is what's needed to solve this burgeoning problem. read more >>

DTC National Advertising Awards

The 2009 winners were announced at the annual Advertising Awards dinner as part of the DTC National Conference, with executives from across the pharmaceutical industry in attendance. This year's Awards dinner honored winners in 11 advertising categories, with Merck being the big winner with seven awards. read more >>

The FDA & Search Engines
By Michael Peroff, co-founder and managing partner of Strategic Domain Inc., and Stuart and Lee Friedel, partner in the advertising, marketing & promotions group of Davis & Gilbert

After the FDA's recent batch of warning letters addressing sponsored links, the reaction by the majority of pharma companies was to withdraw these text ads. While hoping for further direction from the agency – which may or may not be forthcoming – marketers are now considering options for using brand references in text ads. read more >>

Understanding the Impact of DTC Investment Levels
By Mike Kelly, chief executive at Consumer Health Sciences International and Kathy Annunziata, senior director of research for Consumer Health Sciences International

Is reduced DTC investment causing reduced DTC effectiveness? Are those spending more really getting more out of their DTC dollars? Conducting an analysis from its National Health and Wellness Survey, the authors from Consumer Health Sciences discuss overall awareness and patient recall for DTC ads. read more >>

The Top 25 DTC Marketers of the Year

DTC Perspectives magazine is proud to present its eighth annual list of "The Top 25 DTC Marketers of the Year." Marketers representing 16 companies were honored with the prestigious award this year. The 2009 class of Top 25 Marketers highlights a broad range of people with DTC responsibilities, including senior product managers, DTC experts, media directors and medical device specialists. read more >>

Are Rx Marketers Effectively Leveraging the Internet?
By David Laird, director of audience insights at Yahoo!

A study conducted earlier this year showed that online display advertising and rich media interactions can drive lifts in awareness and favorability among Rx prospects. For those taking prescription drugs, the study found that rich media can help drive adherence. read more >>

Perspectives on Books: The Brand Bubble
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 "The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid" by John Gerzema and Ed Lebar. read more >>

DTC Perspectives Editorial: A Most Dangerous Time

As the political leaders in Washington begin considering major healthcare reform, it's critical that they have a fair-minded view of the pharmaceutical industry and understand the role that corporate profits play in allowing these companies to continue making medical advances. read more >>