DECEMBER 2007
  Also in this issue...
  DTC in Brief
  DTC Spending Review
  Joe Meadow's Tracking the Trends 
  Jim Davidson's Eye on the Hill

The Patient Trust Deficit in Pharmaceutical Marketing
By Alfred O'Neill of Ryan TrueHealth
Patient-centric relationship marketing offers marketers the opportunity to create trust, loyalty and advocates of pharmaceutical brands. read more >>

DTC at the Tipping Point
By Traver Hutchins of MediZine
DTC brand marketers and media are approaching a crossroad where there will be distinct winners and losers. The new landscape of DTC media selection will largely be determined by those tactics that can identifiably perform under the most valuable metric of all: delivering an NRx. read more >>

Tackling the Multicultural Issues in Internet Marketing
By Daria Blackwell of Sudler & Hennessey
Different ethnic and cultural segments of our populations flock to the Internet to seek information relevant to individual beliefs, cultural practices and interests. Marketers can support these concepts by developing culturally segmented and appropriate content. read more >>

DTC Creative Review: After 10 Years, is it Making a Mark?
A few DTC advertising campaigns – including creative work for Gardasil, Lyrica and Yaz – stood out in what otherwise was a status-quo year for DTC. The Rozerem campaign also continues to spark commentary. read more >>

When Patients Question the Diagnosis
By Michael Golub of Digitas Health
Questioning the Diagnosis -- Should marketers be concerned when patients doubt the doctor? read more >>

A DTC Perspectives Study: Analyzing Television Advertising
By Scott Ehrlich of DTC Perspectives
A closer look at broadcast DTC ads reveals that marketers are taking very different approaches to presenting details on risks and benefits, as well as how much time they spend directing consumers to alternate sources where they can find more information. read more >>

Measure and Maximize All of Your Consumer Touch Points
By David Kweskin of TNS Healthcare
With media choices for consumers continuing to grow, how can marketers and planners begin to measure all the possible contact points – and compare their effectiveness – to make the best selections? read more >>

Assessing DTC from a Creative, Media & Engagement View
A DTC Perspectives' interview with Bob Hogan of cognito! communications
With DTC advertising, the key issues for marketers today are finding ways to address consumer engagement and improving creative content. read more >>

Only Your Doctor Can Write Scripts? Not True!
By David Mittman, PA, and M. Elayne DeSimone, PhD, ANP, PA
There are 175,000 physician assistants and nurse practitioners who have prescribing rights that are not being considered by most pharmaceutical companies. read more >>

The POE Awards
Complete coverage of the 2007 winners for Companies, Brands and Agencies of the Year. read more >>