DTC Perspectives Magazine

  

  September 2008
  Also in this issue...
  DTC in Brief
  Spending Review
  Figuring Pharma
  Media Watch

Decision Time: Comparing the Candidates' Views on Pharma
By Scott Ehrlich of DTC Perspectives

Scott Ehrlich has compared and contrasted the healthcare and DTC policies of the two Presidential candidates, Sen. John McCain (R–Ariz.) and Sen. Barack Obama (D–Ill.). This article will examine what they have said, how they voted on important healthcare issues, and what this means for you and your DTC marketing plans in 2009 and beyond. read more >>

Follow the Money: How the 2008 Election is Changing Pharma's Behavior
By David Kweskin, senior vice president & practice area leader at TNS Healthcare

In past election cycles, Republicans received most of the largess of donations from the pharma industry. This year, the pattern has shifted to about an equal Republican / Democratic split. What does this say about how the industry sees the election outcome? read more >>

Tackling Fair Balance and Other DTC Issues is Easier Than You Think
By Angela Federici, senior vice president & pharmaceutical practice leader at Millward Brown

Although broadcast DTC ads are subject to strict regulations, including the fair balance provision, data from Millward Brown suggests that DTC ads are not hindered by these restrictions. In fact, they outperform food, household products and telecom ads on several dimensions of successful advertising. read more >>

Strengthening the Physician-Patient Relationship
By Dr. Mark Becker, pediatrician & president of Vivacare

In today's busy medical practice setting, physicians often fail to communicate all that a patient needs or wants to know. It's not that they don't care, but they lack the time, resources and focus to communicate effectively to every patient. This article addresses solutions that can be developed to resolve this communication issue. read more >>

Is Your Online Health Care Brand a Trusted Friend?
By Maryann Kuzel, president of Star/Javelin Healthcare, and Michael Radigan, vice president of interactive for Javelin Direct

To build a strong brand online, pharmaceutical companies and their agencies must change their mindset about how they communicate with customers especially in the digital space. read more >>

A Richer Media Experience Maximizes Performance for Pharma Advertisers
By Lee Freund, director of pharmaceutical strategy at PointRoll

Marketers who want to fully leverage the interactivity of online display ads can now use video, audio, data collection, coupons and many other interactive features that have enhanced the value of a rich media experience. read more >>

Marketing with Women: Shifting a Marketing Model Towards Wellness
By Kelley Connors, president & founder of KC Healthcare Communications and WomensWELLth

Women are transforming today's marketplace. And with $3 trillion in consumer spending power and a family or business to care for, women represent a key ally and marketing partner – that is if your communications engage and work with women. read more >>

Understanding the African-American Audience
By Reginald Ware, chief executive officer of BlackDoctor.org

African-Americans make up nearly 14 percent of the U.S. population. As the marketplace becomes increasingly competitive, however, marketers must better understand this consumer segment in order to overcome the inherent 'distrust' factor that is present. read more >>

Perspectives on Books: "Our Daily Meds"
Reviewed by Robert Ehrlich of DTC Perspectives

In each issue, our chief executive will discuss a current book relevant to the pharmaceutical industry. He has reviewed Melody Petersen’s book, “Our Daily Meds” for this issue. read more >>

Eye on the Hill: An Update on Recent Legislative Initiatives Related to DTC
Jim Davidson reports from Washington

A new administration will have many options to restrict ads. Powerful House chairs, Senators Dingell (D–Mich.) and Stupak (D–Mich.) promise more work on DTC advertising. read more >>

DTC Perspectives Editorial: DTC Is Alive, Slightly Ill, But Recovery Ahead

While some forecasters are taking a pessimistic view of the prospects for DTC marketing, this might be an overreaction. The long-term trends seem to bode well for marketers and their agency partners. read more >>