DTC Perspectives Magazine
From our March 2008 issue of DTC Perspectives Magazine
DTC Perspectives Magazine
The Source for DTC Thought Leaders
DTC Perspectives Magazine is the industry's only magazine devoted solely to direct-to-consumer marketing of prescription drugs and medical devices. Published quarterly and free to qualified subscribers, DTC Perspectives Magazine covers all aspects of DTC marketing and will keep you informed on industry best practices.
|
|
|
|
The Perspective Interview: Marketing Talk with Seth Godin Advice for Pharma Marketers on how to Rethink Their Craft Seth Godin is the author of nine best-selling books that have changed the way people think about marketing and has been called "America's greatest marketer." He recently spoke to DTC Perspectives Magazine about how pharmaceutical marketers should re-think their approach to consumer promotion. read more >> | |
|
Make DTC the Starting Point of 'The Patient Journey' By Paul LeVine of InfoMedics A DTC campaign crafted with the patient's journey in mind should begin with their first awareness of a potential health issue and move through the ongoing treatment and condition management. The campaign also should set the stage for more personalized, two-way communications with the physician. The end result can be a strongly positive impact on patient compliance, as the author explains. read more >> | |
|
Searching for Success: A Pharma Marketer's Guide to Search Engines By Joshua Palau of Avenue A | Razorfish To help marketers gain a better understanding of the role of search in the media plan, the author answers a series of questions that are frequently raised by brand teams. The responses provide a roadmap for healthcare marketers who want to avoid the obstacles and ensure success in the search marketplace. read more >> | |
|
Taking Pharmaceutical Marketing Online: Making Relevant Connections By Mary Ann Belliveau of Google As more consumers migrate online to find health information, marketers are beginning to re-allocate media dollars to online advertising platforms. As marketers attempt to recognize the Internet's overall value, however, they first must understand consumer behavior as it relates to the Web and how they are searching for this information on better health. read more >> | |
|
Point-Of-Care Advertising is Under-Appreciated, But Why? By Anne M. O'Brien of The HealthCentral Network Point-of-care advertising is the medium most likely to drive consumers to action and it also creates more patient awareness than any other DTC vehicle, but yet it continues to be the most overlooked marketing tactic. Do marketers really understand the point-of-care opportunity? read more >> | |
|
How the FDA Pre-Review Program Could Work By Arnold I. Friede and Robert N. Nicholas of McDermott, Will & Emery The authors take a closer look at preemption in the context of the proposed voluntary pre-review program for DTC television advertising. [This article was prepared after the recent appropriations legislation signed by President Bush on Dec. 26, 2007, which will have an impact on the user-fees funded voluntary DTC advisory review program that was established by FDAAA in September 2007. As the article went to press, FDA issued a Federal Register Notice announcing that the voluntary program will not be implemented this year.] read more >> | |
|
How to Ensure Patient Compliance Programs Are Not Doomed to Fail By Dr. Andree K. Bates of Eularis Patient adherence poses a tremendous challenge to pharmaceutical companies; as a result, compliance programs are implemented. But, those are doomed to fail unless organizations also evaluate underlying causes for non-compliance, the bottom line ROI and take these into account when designing and implementing patient compliance programs. read more >> | |
|
Patient-Centric Relationship Marketing: A Best Practice Review By Alfred O'Neill of Ryan TrueHealth A study of effective relationship marketing programs uncovered five building blocks that are critical to current best practices. The author explains how customer engagement (emotional and rational involvement), segmentation, program customization, community-building and incentives fit together. read more >> | |
|
Pharmacy Marketing: Tapping into In-Store Opportunities By Kathleen Bonetti of LeveragePoint Media/RxEDGE Marketers can make a lasting connection with consumers in the pharmacy by taking advantage of in-store marketing opportunities. Considered by many as the "hub" of healthcare marketing, the community pharmacy plays an important role in the medical care of Americans across the nation. read more >> | |
|
Quick Response: Responding to PR Crises By Robert Kadar of Good Health Advertising How pharma companies could and should use the Web to respond to PR crises. There are a few simple steps a pharma company should take when facing an unexpected PR crisis that take advantage of the reach and immediacy of the Internet. read more >> | |
 |
Will the Next President Cancel the DTC 'Party'? By Evan Tracey and David Kweskin of TNS Healthcare As the campaigns heat up the spring, pharma increasingly is finding itself caught in the cross hairs. Candidates are taking aim at drug companies in a series of ads spewing negative rhetoric about the industry. read more >> |
To submit an article proposal for a future issue, please contact Mark Tosh at 973-377-2106, x-224, or Mark@dtcperspectives.com.
DTC and You
DTC in the Era of Consumer Choice
Register Now for this year's Fall Conference, focusing
on how DTC marketing must change in the face
of ever-increasing consumer pressures.
FREE Subscription to our Magazine
Start a free subscription now to the industry's leading
publication focused soley on DTC marketing,
DTC Perspectives Magazine is published quarterly.
Subscribe to DTC Insights
The DTC Marketer's Executive Brief - DTC INSIGHTS
takes all the information and data pertinent to DTC
and analyzes it for a busy pharma marketer.
Subscribe to Bob Ehrlich’s newsletter
A weekly blog column from DTCPI CEO Bob Ehrlich
that reflects his observations on key trends affecting
our industry.
| ABOUT SSL CERTIFICATES |
