Wednesday, November 21, 2007

Pharma Marketing News Preview

Focus
Online DTC, Adherence, Medical Transcript Advertising, Web 2.0 Regulatory Framework

Mapping New Paths through the DTC Marketing Mix Maze: Integrating the Power of Non-Traditional Media
On one hand, pharmaceutical marketers allocate a disproportionately larger share of their advertising budgets to broadcast media (TV and radio) than do most other industries—70% versus the overall average of 54% based on 2006 TNS Media Intelligence data. On the other hand, it is a well-known fact that pharmaceutical marketers allocate a much smaller part of their ad budgets to the Internet channel than do most other industries. The majority of consumers now rely more on the web and word-of-mouth than on traditional media for their health information.

All this begs the question, are pharmaceutical marketers optimizing their media mix to take advantage of the consumer contact points offered by new and non-traditional media such as blogs, WOM, texting, etc.?

In this article, David Kweskin, Senior Vice President and Practice Area Leader, Brand and Communications Division, TNS, explains how his company helps marketers look across the full spectrum of media—traditional media like radio, TV, print—and and gives them a common way of measuring them against new media like blogs and word of mouth. Meanwhile, Morgan Lozier, Director, Web Evaluation Brand and Communications Division, TNS, presents a review of 3 erectile dysfunction product websites to illustrate what the online DTC experience should look like. He finds one winner among the contenders.

Accomplishing Adherence: Chase Compliance, Pursue Persistence
Lack of adherence -- the combined effect of compliance and persistence -- is a big problem for the pharmaceutical industry. James Chase, editor-in-chief of MM&M, once wrote "To say that tackling patient compliance and persistence poses a challenge to the pharmaceutical industry is like calling Tiger Woods a competent golfer or describing Katrina as a particularly bad storm. It is a gross understatement."

This article reviews presentations made at the recent eyeforpharma Patient Adherence and Persistence Summit including a presentation by David Baker, VP & General Manager of Shire's ADHD Business Unit, who presented on "Best Practices for Fostering Adherence." He used the ADHD market as a case study.

Medical Transcript Advertising: Reach Targeted Physicians at the Point of Care
With roughly 100,000 pharmaceutical sales representatives knocking on doctors’ office doors every day, the increasing workload of physicians, and states imposing restrictions on sales rep activity, it is harder and harder for pharmaceutical companies to reach prescribers with their marketing messages. There is also the expense of using "live" sales reps, which can range from $200 to $500 per call.

All this underscores an ever-increasing need to reach physicians with brand messages and reminders through "non-personal" marketing techniques that do not directly involve sales reps.

This article reviews advertRx™, a solution offered by datumRX, a California-based company that specializes in aggregating clinical data and medical records. advertRx™ reaches physicians with targeted brand messaging by inserting Rx product logos on medical transcripts containing key words, relevant to the product.

Web 2.0 Regulatory Framework: A Critical Analysis
At the recent eyeforpharma "2nd Annual eCommunication and Online Marketing" conference, Fard Johnmar (Founder, Envision Solutions), Jim Nail (CMO, TNS Media Intelligence/Cymfony), and John C. Serio, (partner, Seyfarth Shaw LLP) talked about regulatory issues relating to Web 2.0 and summarized a new social media monitoring and marketing framework for pharmaceutical companies ("New Social Media Marketing Framework White Paper"). This article takes a critical look at the "Framework" and offers further insights into the regulatory issues it raises.

Anticipated Publication Date
28-November-2007

Ad Submission Deadline Date
21-November-2007
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