DTC Perspectives Magazine

  June 2008
  Also in this issue...
  DTC in Brief
  DTC Spending Review
  Andy Weatherwax's Search: From the Inside Out 
  Jim Davidson's Eye on the Hill

Speaking Out at DTC National - Highlights from the 2008 Conference

Marketers, agency executives and DTC suppliers heard plenty of ideas about consumer marketing at the DTC National Conference in Washington, D.C. read more >>

The Conversation is Happening Regardless

By Christopher M. Schroeder of The HealthCentral Network

The first great interactive marketing innovator in pharma will do three things – and in so doing, will leap-frog the competition. The author details those three steps. read more >>

Mind Your Steps: Take the Ladders, Not the Chutes

By Ellen Hoenig-Carlson of AdvanceMarketWorx

A practical guide to improving DTC ROI. With advance planning and rigorous review, marketers can overcome the potential pitfalls that plague unsuccessful DTC marketing efforts. read more >>

Connecting with the Online Health Video Consumer

By Tony Estrella and John Piccone of HealthiNation

A high-quality online video experience can create a valuable learning environment for consumers that also drives results for advertisers. read more >>

The 2008 Top 25 DTC Marketers of the Year

DTC Perspectives is proud to present its seventh annual class of Top 25 DTC Marketers, a select group of consumer marketing executives representing 17 pharmaceutical companies and covering a broad range of consumer experience, with expertise in marketing discipline such as media buying / planning, CRM programs, awareness advertising and patient education programs. read more >>

Embracing Healthcare 2.0: Is it Time?  

By Liz Kay of Cramer Healthcare

Marketers who discover how to engage patients in online conversations openly, honestly and respectfully will build trust and strengthen relationships, as well as reach and influence new constituents. read more >>

Mail 2.0

By Peter Meyers of ICOM

Despite new-media options, direct mail reigns as the preferred medium of many patient segments. Once earmarked for extinction, direct mail is as strong as ever – and savvy DTC marketers are using the channel to reach some of the most desired patient segments. New research sheds light on important consumers who still prefer the traditional mailbox when looking for health-related information. read more >>

The DTC National 2008 Advertising Awards

At the annual DTC National Advertising Awards dinner, a large contingent of industry executives turned out to honor the winners in 11 advertising categories for their 2007 campaigns. Merck was the night’s big winner with five first-place Gold awards, and Wyeth took home the Yahoo! Purple Chair for Best Integrated campaign for its KnowMenopause.com program. read more >>

The Perspective Interview: Tailoring Patient Education for a Perfect Fit

A Q&A with Kristin Patton of HealthEd Group

Kristin Patton was recently named president of HealthEd Group, comprised of HealthEd and its newly created sister agency, HealthEd Encore. She joined HealthEd in 2005 and held the post of senior vice president of strategic services until her recent promotion. In this interview with DTC Perspectives, she discusses some of the ongoing trends in patient education. read more >>

7-Step Process: Telling Real Human Stories in a Regulatory Environment

By Alan Schulman of imc²

Shooting online video might seem intimidating, but if you follow the right steps, you can have real patients relating experiences with the benefits of your brand in a richer, more personal way. The author outlines seven steps to help marketers take advantage of the benefits of an online community. read more >>