DTC Perspectives Magazine

  

  December 2008
  Also in this issue...
  DTC in Brief
  Spending Review
  Media Watch
  People on the Move

Creative Critique: A Review of the Prominent Ads of 2008 

Our panel of DTC experts cites creative work for AmbienCR, Humira and NuvaRing among the best prescription drug advertising of the past year. A number of device ads also get heaped with a share of praise from the panelists. Ads reviewed by Pilar Belhumeur, Stu Klein, Mark Kosak, and Maryann Kuzel. read more >>

The Hard Facts: Refuting a Journal Study of DTC in Canada
By David Kweskin, senior vice president & practice area leader at TNS Healthcare and Ken Sobel, senior vice president of TNSfyi

The mainstream and trade press were quick to report the findings of a recent British Medical Journal study that looked at the impact of DTC in Canada. But did the press miss the underlying conclusions of this study because of their haste to be critical of DTC marketing? read more >>

Size Doesn't Matter: Tackling DTC on a Limited Budget
By Mike Myers, president of Palio 

DTC marketers don't have to spend tens of millions of dollars to create and launch an effective campaign that provides satisfactory ROI and awareness results. The author presents two consumer-focused options – direct mail and direct-response TV – that can be used by small brands to create a big impact. read more >>

Demystifying Adherence Measurement: A Primer for Marketers

By David Bernard, managing director of DB Marketing Technologies

Brand managers often find patient adherence measurement elusive. To ensure a complete understanding of patient behavior, they must take three steps. The author discusses these three steps, as well as their ways of being measured. read more >>

Finding Opportunity in the New PhRMA Guidelines

By Jay Deutsch, co-founder and chief executive of Bensussen, Deutsch & Associates

The author discusses how DTC marketers can abide by and embrace the new PhRMA Code while engaging patients, cultivating an educational dialogue and creating brand affinity. read more >>

2008 Hall of Fame Awards

DTC Perspectives launched the Hall of Fame for DTC marketers in October with a ceremony during which four of the early pioneers and leaders in direct-to-consumer marketing received this honor in its inaugural year. Inductees include: Jim Davidson, Matt Giegerich, Ed Slaughter and Len Tacconi.

Marketing in an Era of Consumer Choice

DTC marketers, agency executives and DTC suppliers heard many ideas about consumer marketing at the DTC Perspectives' Fall Conference National Conference in Livingston, N.J. this past October. read more >>

Search: From the Inside Out – Creating Value through Search

By Jeremy Sanchez, co-founder of Global Strategies International

How can DTC marketers optimize their Web sites to make sure they rank highly in consumer search? They can begin by answering a few simple questions about the content on the site that may serve as a report card for gauging performance and the "value" it delivers to patients. read more >>

Eye on the Hill – Moving Beyond Superlatives
Jim Davidson reports on what to expect in the coming year from Washington

There are few superlative words that aptly describe the magnitude of the challenges that the nation now faces with the ongoing financial crisis and the commitments being made to overhaul the current healthcare system. Pharmaceutical companies and marketers also are about to see new challenges as the leadership in Washington changes in 2009 and the team of President-elect Obama takes charge. read more >>

Perspectives on Books: "Poison Pills"
Reviewed by Robert Ehrlich of DTC Perspectives  In each issue, our chief executive will discuss a current book relevant to the pharmaceutical industry. For this issue he has reviewed Tom Nesi's book, "Poison Pills: The Untold Story of the Vioxx Drug Scandal." read more >>

DTC Perspectives Editorial – The Change Election