Latest News

Conference NewsDTC AwardsDTC National

2018 DTC Hall of Fame Inductees Announced

February 13, 2018 0

DTC Perspectives, Inc., the leading conference, training and publishing company for the consumer marketing of pharmaceutical and healthcare products, is proud to announce its 10th annual class of inductees into the DTC Hall of Fame. The 2018 class will be honored live at an induction ceremony sponsored by PatientPoint, at the Sheraton Boston in Boston, MA as part of DTC Perspectives’ 2018 DTC National Conference. (Separate tickets are also available.)

“PatientPoint and I congratulate the 2018 DTC Hall of Fame inductees. Their extraordinary achievements in advancing the spectrum of patient communications has driven the industry forward, and for that, we are all grateful. We look forward to celebrating their accomplishments at the DTC National Conference.” Says Linda Ruschau, Chief Client Officer of PatientPoint.

This year’s inductees are:

Christine-Sakdalan-headshot-web

Christine Sakdalan
Vice President Marketing, Bone and Cardiovascular Business Unit
Amgen

Gary Scheiner headshot

Gary Scheiner
EVP, Chief Creative Officer
ghg | greyhealth group

Tatyana Tsinberg headshot

Tatyana Tsinberg
Vice President, Cross Therapeutic Area Brand Lead
Pfizer

180214_Cynthia-Rothbard0248---web

Cynthia Rothbard
EVP, Creative Director
FCB Health

The DTC Hall of Fame is designed to honor individuals who have demonstrated extraordinary achievement in the advancement of direct-to-consumer marketing. Industry-wide nominations are collected and then the final four inductees are determined by DTC Perspectives' executive and editorial teams.

“DTC marketing has been practiced successfully for more than twenty years and over this time it has grown to become a very important component of the pharmaceutical industry’s success,” says Bob Ehrlich, CEO of DTC Perspectives. “It is important to recognize those individuals who have shaped DTC advertising and significantly contributed to the communication of important healthcare information directly to patients.”

As part of the DTC National, the DTC Hall of Fame festivities include a cocktail party followed by a formal induction ceremony on April 18th presented by PatientPoint, with video tributes and live introductions from industry leaders, as well as an address by the Hall of Fame inductees. Each inductee is also profiled in the annual conference guide publication.

The DTC National is a “must-attend” event for pharmaceutical marketers, agency executives, media partners, market researchers, and solution providers looking to further advance patient communications. Please visit our website, http://www.dtc-national.com, for complete agenda information, available sponsorship and congratulatory opportunities, and additional details.

Celebrate with the Industry's Best

Congratulate the Hall of Fame inductees in-person and in our publications! DTC Perspectives offers reserved tables with seating for 10 at the Top 25/Hall of Fame and Advertising Awards ceremonies as well as congrats ads opportunities in our DTC Perspectives Magazine/DTC National Conference Guide, on our website, and in Email announcements. Click here to view awards packages and congratulate a Top Marketer/DTC Hall of Fame inductee today.

Print congrats ad deadline: Friday, March 2, 2017

Purchase Tables & Congrats Ads

admin

Conference NewsDTC AwardsDTC National

DTC Perspectives Announces 2018 Top 25 Marketers of the Year

February 13, 2018 0

DTC Perspectives, the leading forum for direct-to-consumer (DTC) advertising thought leaders names its 17th Annual list of the “Top 25 DTC Marketers of the Year.”

This year’s class will be honored during a joint ceremony dinner recognizing the 2018 Top 25 DTC Marketers and Hall of Fame class on the evening of April 18 sponsored by PatientPoint, at the 2018 DTC National taking place in Boston. It includes representatives from more than 15 different manufacturing companies, with each marketer championing both the interests of the patient and brand.

“PatientPoint and I congratulate the 2018 Top 25 DTC Marketers of the Year. These industry leaders have positioned their brand as true partners to patients throughout the care journey with innovative solutions that enrich the entire healthcare experience. We look forward to honoring their impressive achievements at the DTC National Conference and partnering with them on continued success,” says Linda Ruschau, Chief Client Officer of PatientPoint.

The Top 25 DTC Marketers of the Year for 2018 are…

  • Jason Alongi, Consumer Marketing, RESTASIS, Allergan
  • Jackie Balassone, Director, GI Marketing, Salix Pharmaceuticals
  • Bonnie Ben-Shmuel, Director, Planning and Innovation, Pfizer 
  • Abigail Canlas, Sr. Associate Director, Oncology Marketing, Boehringer Ingelheim
  • Debra D'Amico, Senior Director, Consumer Marketing, Sanofi Genzyme US
  • Allison Doyle, Director eCommerce & Flu Trade Strategy, Customer Solutions Vaccines Business Unit US, GSK
  • Drew Fine, Senior Director Marketing – Aesthetics Business Unit, Galderma
  • Bijal Galloway, Consumer Marketing, ANORO ELLIPTA, GlaxoSmithKline US Pharma
  • Kim Gariepy, Sr Director – Mydayis Commercial Lead, Neuroscience Business Unit, Shire
  • Lise J. Hall, Associate Director of Consumer Marketing, Lung Cancer Franchise, TAGRISSO, IRESSA, LVNG With Lung Cancer, AstraZeneca Pharmaceuticals
  • Allison Harper, Associate Director Patient Marketing Insulin Portfolio, Novo Nordisk
  • Tywana Johnson, Consumer Marketing Director – Specialty Business Unit, Takeda Pharmaceuticals
  • Bill Keller, Vice President of Marketing, Acadia Pharmaceuticals
  • Tessy D. Malone, PharmD, Senior Director, Marketing, US Pulmonary, Grifols Inc.
  • Jennifer McIlvaine, Associate Director, Marketing, AstraZeneca
  • Kristy Meisler, Director, Patient Marketing, Pfizer
  • Karen Newmark, Associate Brand Director, Consumer/Patient Lead COPAXONE and Austedo, Teva Pharmaceuticals
  • Cindy North, Oncology Consumer Marketing Lead, Bayer
  • Eileen Regan, Associate Brand Manager, Eli Lilly & Company
  • Jarrett Roth, Associate Director, Oncology Marketing – Keytruda, Merck & Co. Inc.
  • Rodney Spady, Senior Director, Digital Operations, Global Multi-Channel Engagement, Sanofi
  • Christine Steiner, Associate Director, Marketing, Merck
  • Nicki White, Consumer Marketing Manager, Vaccines, GSK
  • Beth Wilson, Director, US Marketing, Celgene Corporation
  • Ilija Zlatar, Director, HBV Marketing, Gilead Sciences

“These elite pharmaceutical marketing professionals are this year’s top contributors to the advancement of patient outcomes via direct-to-consumer pharmaceutical education and marketing,” adds DTC Perspectives Chairman and CEO Robert Ehrlich. “We would like to recognize the faces behind prominent DTC campaigns, because their hard work and dedication to fostering the industry is often not recognized. The awardees were selected from many worthy candidates.”

Click here to register for the DTC National Conference or contact the DTC Perspectives office at 770-302-6273.

Celebrate with the Industry's Best

Congratulate the Top 25 DTC Marketers in-person and in our publications! DTC Perspectives offers reserved tables with seating for 10 at the Top 25/Hall of Fame and Advertising Awards ceremonies as well as congrats ads opportunities in our DTC Perspectives Magazine/DTC National Conference Guide, on our website, and in Email announcements. Click here to view awards packages and congratulate a Top Marketer/DTC Hall of Fame inductee today.

Print congrats ad deadline: Friday, March 30, 2018

Purchase Tables & Congrats Ads

admin

Uncategorized

Peter J Solomon Releases Whitepaper on POC Verification, Standardization

November 30, 2017 0

Peter J Solomon's Marketing Services Group released a whitepaper recently on the importance of standardization and auditing practices within the point-of-care (POC) space. With POC being such an important piece in educating patients and aiding the HCP-patient conversation, “marketers and healthcare professionals are concerned about the verification, standardization and auditing of network content and scale,” noted Mark Boidman, partner and managing director for the company.

Boidman highlights efforts by the Point-of-Care Communications Council (PoC3) to combat these issues. (PoC3 is working to create verification and audit standards as well as increased transparency.) The POC space, as Boidman mentions, has an advantage in that “various elements of the channel are measureable, including the number of locations in a POC network, as well as the resulting ‘script lift' (increase in number of prescriptions written) or ROI of a particular campaign.” He urges that standardization will be needed for POC to “reach its full potential as an advertising medium.”

PoC3's work on creating an industry set of guidelines is currently underway, with the draft version being reviewed by “client and agency advisors serving on the Verification and Validation Standards committee,” noted the council in a recent industry statement. Boidman advised that these guidelines, once finalized, will then need to gain traction and be universally embraced by the POC industry. “These developments, which are already in motion, will provide a firm framework on verification, standardization, and auditing in order to maximize the value of POC channels and the education that this platform provides for its patients and healthcare providers nationwide.”

Peter J Solomon hosted a PoC3 Town Hall earlier in the fall to discuss the importance of these items. Select members of PoC3 will speak on these issues, as well as share the latest on their developing ethics guidelines and auditing standards, at the 2018 DTC National Conference, held April 18-20 in Boston.

admin

Uncategorized

Susan G. Komen Launches Innovative Initiatives to Support Research

November 30, 2017 0

Susan G. Komen announced this month that it has partnered up with Data Does Good to support breast cancer research via purchases made by holiday shoppers. As outlined in a news release, “for every dollar participating supporters spend on Amazon annually, Data Does Good will donate 1% to Susan G. Komen to fund breakthrough research to prevent and find the cures for breast cancer.” There is no extra cost to the shopper, they simply add the Data Does Good extension to their web browser and answer some basic demographic question. Data is anonymized and automatically capture when the user shops for products on Amazon. This data helps reveal shopping insights as well as identifying any relevant trends, which retailers and brands can receive for market research. Any related proceeds received by Data Does Good are then donated – and matched by an affiliated partner – to Susan G. Komen. Depending on when a user has added this extension, either 1% or 2% of their Amazon spending is donated (up to $3,000 annually); Data Does Good and its matching partner have guaranteed a minimum of $100,000.

Last month, Susan G. Komen took another innovative approach to raising funds – launching its first crowdsourcing effort to support metastatic breast cancer research, BeMoreThanPink.org. This initiative was created to help the organization's Bold Goal, which is to “reduce current breast cancer deaths in the U.S. by 50 percent by 2026.” According to the news release, “[crowdsourcing] donors have the opportunity to contribute directly to the pioneering work of four scientists and their teams who are dedicated to making discoveries that will ultimately improve outcomes for patients suffering from metastatic breast cancer.” These donations will also be matched dollar-for-dollar, by Odonate Therapeutics™, a company dedicated to the development of therapeutics that improve and extend the lives of patients with cancer, and an affiliated partner, up to a maximum of $1.5 million.

A new marketing campaign, created by Dalton Agency, was launched in support of BeMoreThanPink.org. The multichannel PSA launched in October, and features Valynda Planeta, a 38-year old mother of three battling stage IV cancer. One of the TV spots shows Planeta writing letters to her children that are to be opened at special momentous occasions – their graduation days, weddings, and births of their future children – moments she will not be there for. Another TV spot shows her removing her wig, false eyelashes, and eyebrows, as she has lost all of her hair due to chemo. The ads conclude with the donation information.

admin

DTC in FocusGuest Columnist

For Doctors, Better Data Means Earlier Diagnosis and Effective Treatment

October 25, 2017 0

By Aimee Delorey, Ph.D., and Mark Miller of Symphony Health

It comes as no surprise that big data is being used in all aspects of human life, from where we shop, how we listen to music, how we date and more. But in healthcare analytics, it’s more than just collecting data for the sake of marketing, it’s about understanding how we as doctors treat our patients based on their everyday life habits and goals for living a healthy lifestyle.

The problem and the solution

Large scale data systems, like CRMs may not always provide a holistic, 360-degree view of the patient. They provide limited or incomplete databases in which healthcare professionals have to fill in the blanks. Gaps in data provide significant barriers in understanding patient behavior. Thus, patients receive underwhelming care. According to a 2015 study from McKinsey & Company, 95% of patient data resides outside of the care management system.[1]

Doctors need to be merging traditional data with new sources in order to identify behavior, attitudes and life circumstances. Getting to know our patient’s stress levels, job responsibilities, food and exercise routines, hours spent using technology, social lives and more with the data provided to us will help us provide individualized treatment and advice.

A 2016 study by the SAS Institute merged third party consumer data with claims data to predict healthcare utilization risk and costs.[2] As a result, researchers were able to identify TV viewing patterns, mail-order buying habits (including mail-order prescriptions) and investments in stocks and bonds. The culmination of all this information arms doctors with predictive power in helping understand a patient’s risk for particular outcomes and the related cost.

Using data to invoke change

The earlier we can detect and give our patients a diagnosis, the better their outcome will be. With more comprehensive data and information which is critical to the patient’s journey, (family history, lifestyle and comorbid conditions like diabetes or anemia) can lead to earlier detection.

For example, a main symptom of congestive heart failure is fatigue, which is not always a telling symptom to the average patient. Most patients aren’t diagnosed with this disease until the later stages, meaning most have been living with the disease for some time before diagnosis and treatment.

However, with the help of data, a physician can triangulate their historical information with current signs and symptoms to identify heart disease at an earlier time. This is significant to a patient suffering from unrecognized heart disease who can have a materially improved quality of life with the help of early detection and appropriate treatment.

Conclusion

It’s critical that the healthcare industry, from practitioners to pharmaceutical companies, to look to new ways to understand patients that go beyond traditional data sources, (i.e. wearable technology and the cloud). A better understanding of patients through data will vastly improve diagnosis, earlier detection, more effective treatment, aftercare, prevention and quality of care.

 

References

[1] McKinsey

[2] Statish Garla, Albert Hopping, Rock Moaco, Sarah Rittman. What Do Your Consumer Habits Say About Your Health Risk? Using Third-Party Data to Predict Individual Health Risk and Costs; SAS Institute, 2016

 

About the Authors

Aimee Delorey, Ph.D., senior director, Strategy & Research at Symphony Health, has spent nearly 20 years in analytics and consulting roles serving biotechnology, pharmaceutical and health plan clients. Her areas of expertise include CRM strategy, marketing effectiveness, predictive modeling, data visualization and customer journeys.

As the leader of Symphony’s Audience and Media practice, Mark Miller's team is responsible for helping clients design, measure and optimize highly complicated media and marketing initiatives. He does this by leveraging Symphony’s unique data and analytic capabilities with an eye towards effective and nimble marketing execution. Mark is widely regarded as one of the foremost thinkers in customer experience design with a focus on groundbreaking solutions in the areas of brand planning, digital media and CRM execution.

Editor's Note: Join Mark as he copresents with Britta Cleveland, SVP of Research with Meredith, at our DTC Forum on TV & Print, discussing the impact print ads have on Rx sales conversions and overall Return On Ad Spend (ROAS). The 2017 DTC Forum on TV & Print will be held Oct 26th in NYC.

admin

DTC in FocusDTC News

Healthcare: Repeal Now, Replace Later?

June 30, 2017 0

Earlier today, Nebraska Senator Ben Sasse sent a letter to President Trump urging him to separate the actions of repealing and replacing healthcare, rather than doing them simultaneously, if there is still no resolution by July 10th. Since not enough progress has been made on healthcare, during an appearance on Fox & Friends this morning the Republican Senator recommended that repeal be handled first and then “have the President ask us to cancel our August state work period and stay here [to] then work on replace separate. We made promises to the American people, we should fulfill them.” Sen. Sasse – who is a supporter of as much repeal as allowable – stated in his letter to the President: “We should include a year-long implementation delay to give comfort to Americans currently on ObamaCare that a replacement plan will be enacted before expiration.” President Trump agrees with the idea of separation, tweeting this morning, “If Republican Senators are unable to pass what they are working on now, they should immediately REPEAL, and then REPLACE at a later date!”

admin

DTC in FocusDTC News

PatientPoint Raises $140 Million in Capital to Fuel Its Digital POC Growth

June 30, 2017 0

PatientPoint announced this week that it received $140 million in capital from private investment firms, allowing for significant digital growth in its point of care networks. Serving as a strategic advisor, the Peter J. Solomon Company secured the financing from Searchlight Capital Partners and Silver Point Capital.

A leader in patient education and engagement programs in the point of care space, PatientPoint provides trusted content, which is largely created internally, that is tailored to particular healthcare professionals' specialties. The programs are offered through a variety of channels, including digital screens in waiting rooms and interactive touchscreens in exam rooms – currently found in more than 31,000 doctor's offices and 1,000 hospitals across the country. While today's impact levels reach over a half a billion patient and caregiver visits annually, founder and CEO Mike Collette stated via news release that “by 2019, our goal is to provide programs that can impact 60-70% of brand prescribing volume in the most strategically important specialties.”

Collette, who recently returned to his leadership post at PatientPoint, explained, “We have invested a significant amount of financial and human capital into product development over the past six months to ensure that our programs are truly best in class.” Traver Hutchins, Chief Growth Officer, added, “While much of our growth will be through amplification of existing programs, we will also be solidifying several acquisitions and partnerships that will further strengthen our product offerings. We have also significantly increased our data-driven marketing expertise, allowing us to provide more personalized, relevant communication to patients for a truly enriched healthcare experience.”

The rapid growth of the point of care industry combined with PatientPoint's innovative patient programs, reliable analytics and insights, management experience, and the trust of healthcare providers, solidified commitments from investors. PatientPoint enhances the healthcare experience for patients and caregivers through its cohesive, end-to-end communication platform, whether it be in the primary care space or complex specialties.

Click here to read the full news release.

admin

DTC News

Outcome Health’s Closes First-Ever Round of Funding at $5B Valuation

May 31, 2017 0

Outcome Health announced its first-ever round of funding closed at a $5B valuation pre-money from a group of investors, including Goldman Sachs Investment Partners, Alphabet’s growth equity fund CapitalG, Leerink Transformation Partners, Pritzker Group Venture Capital, Balyasny Asset Management, and strategic healthcare stakeholders. According to the news release, the nearly $600 million raised during this round “will fund the company’s continued acceleration as Outcome Health grows from 20% of U.S. physician practices currently to 70% by 2020, and pursues new investment opportunities and international growth.” The leading health decision platform will increase its market share in a variety of point of care settings – including hospitals, health systems, and health practices.

Outcome Health provides tablets and large-format, wall-mounted touch screens which doctors and patients can utilize during their appointment. Among its unique features, the technology provides the largest English-language health library, showcases 3-D models that doctors can move and use for demonstrations, and allows drug ads that share health or Rx information or recruit patients for clinical trials.

Rishi Shah, the Founder and CEO, stated, “Outcome Health and its investors have gathered around a shared commitment to connect ten million exam rooms and billions of moments of care around the world to ensure that patients and doctors can make the best health decisions every time. Together, we have the opportunity to bring healthcare from an age of information to an age of intelligence.”

According to Todd Cozzens, co-founder and Managing Partner at Leerink Transformation Partners, one of the investors, “Outcome Health is redefining the way that the life sciences, payers, healthcare IT, physicians and patients interact. The technology enhances the most important event in the delivery of care – the trusted moments where the doctor and patient make decisions about their conditions and treatments – and represents innovation that we are proud to support.”

Shah explained to Forbes in an exclusive interview, however, that Outcome Health is not simply in the point of care market, but rather has a broader reach in the healthcare industry, especially as it continues to fuel its significant growth. In addition to working with healthcare professionals and patients, the Forbes article noted how Outcome Health also works “on businesses for healthcare providers and with Medicare on new payment models. With the new funding, the company can pursue more aggressive acquisitions in the months to come, as well as invest in startups that might want to create content or build applications to house on Outcome's content network.” As Shah told Alex Konrad and Matthew Herper, “We’ve created a multi-sided network that gives payers and life science companies a seat at the table. They can help doctors and patients make the best decision every time.”

admin

DTC News

Mesmerize Marketing Acquires Doctors’ Office Wallboards from Elite Sampling & Media Group

May 31, 2017 0

Mesmerize Marketing will increase their Healthy Living Network by more than 70% with the recent acquisition of Elite Sampling & Media Group’s national network of doctors’ office wallboards. The positions Mesmerize Marketing, a leader in patient education at the point of care (POC), as the “largest provider of static media in high prescribing physicians’ offices” reaching more than 50,000 physicians nationwide.

Image c/o Marketwired & Mesmerize Marketing

The Healthy Living Network provides multilingual editorial content in specialty practices, targeting specific patient populations – including diabetes, rheumatoid arthritis, women’s health, pediatrics, mental health, cardiology, oncology, and infectious disease. This also expands upon Mesmerize's current reach with mobile technologies, such as WiFi, geofencing, and NFC beacons.

According to the news release, Mesmerize founder and CEO Gregory Leibert noted that the company is “excited to increase our scale to be able to provide our clients with access to thousands of more high-prescribing physicians and millions of more patients.  Static media remains vital to the point of care landscape.” Nick DeBellis, President of Elite Sampling and Media Group, LLC added that “over the past year Elite and Mesmerize have collaborated on several successful wallboard campaigns. That joint venture lead us to see the strength in the size of a combined wallboard network. Therefore, we decided to leave our wallboard clients in excellent hands with Mesmerize. We know that static media at the point of care has an important role in the patient education process.”

Click here to read the full news release.

admin

Conference NewsDTC AwardsDTC National

DTC Perspectives Announces the 2017 Ad Award Winners at Annual National Conference

April 11, 2017 0

The leading forum for direct-to-consumer (DTC) advertising thought leaders honored a dynamic group of pharmaceutical companies and brands at the much-anticipated DTC National Advertising Awards. The awards were part of the 17th Annual DTC National Conference held April 5-7 in Boston. Sponsored by Health Monitor Network, the 2017 Advertising Awards showcased the best marketing and advertising across 17 categories.

“The DTC National is exciting each year for us as a celebration of the creativity and effectiveness of DTC consumer promotion,” says Ken Freirich, President of Health Monitor Network. “As an entrepreneurial company developing creative solutions to facilitate patient and HCP dialogue, we are pleased to sponsor the awards and to recognize the many successes in the marketplace.”

The 2017 Ad Awards showcased exemplary work spanning multiple media and strategic categories. During the Advertising Awards Dinner held on April 6, Gold, Silver, and Bronze winners were announced for all 17 categories.

“We are proud to celebrate our 17th Annual DTC Ad Awards ceremony,” says Bob Ehrlich, CEO of DTC Perspectives. “The inclusion of new categories and more awards over the years is a reflection of the success of the industry as a whole. Congratulations to all of the winners and we look forward to recognize innovation for years to come.”

[button link=”https://www.dtcperspectives.com/dtcn/2017-ad-award-finalists” color=”grey”]View Ad Award Winners[/button]

[button link=”https://www.dtcperspectives.com/dtcn/ad-awards-reprint-form/” color=”grey”]Order Ad Award Reprints[/button]

admin

Newer Posts

Older Posts