September 1, 2004
By:
Kathy Cripps
There is a difference in focus: Product and PR pros are typically interested in science, patients, and appropriate use of the drug. Procurement departments look at agency selection based on cost and deliverables.
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September 1, 2004
By:
Jann Kennan, EdS
Research shows that consumers retain more information with visual aids, and
when providers write on a prescription pad "Get active for 30 minutes three times each week," patients take it more seriously.
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September 1, 2004
Taking a product OTC requires ultra-heavy marketing efforts because Rx-to-OTC drugs are generally unknown to consumers. Product placement can launch the brand into the cultural mainstream very rapidly.
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September 1, 2004
By:
Ken DeLor
A safety record, expertise, professionalism, and reputation are all part of a corporate brand. These elements can prepare the market for a drug long before its launch.
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September 1, 2004
By:
Jim Callandrillo
Market events such as major new product launches and withdrawals have the most short-term effect on performance metrics.
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January 1, 2004
By:
Michael D. Lam
Dr. Osler's famous phrase, "It is much more important to know what sort of patient has a disease than what sort of disease a person has," may be debatable medical advice, but its wisdom for pharma marketers is beyond doubt. These days, understanding patients and physicians is essential to pharma's health. The problem is: How do you sort them to know what sort they are?
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December 1, 2003
By:
Humphrey Taylor
Healthcare costs are out of control." "The rate of growth of healthcare spending is unsustainable." We have all heard or read claims like those hundreds of times over the last 30 years-not just in the United States but also in many other countries.
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December 1, 2003
By:
Bruce Grant, Linda Holliday
Pharma companies and their brand managers recognize the value of having online channels to consumers. But do consumers get the messages that companies send through their websites? Unless product teams adapt their internet communication strategies to the way people search for health information, the answer may be: "Not as frequently as you might think."
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November 1, 2003
By:
Sibyl Shalo
The internet has grown to the point that it reaches consumers at most socioeconomic levels, expanding the market and creating new opportunities for pharma. According to Paulo Costa, Novartis' CEO and president, that means the industry must do all it can to meet the increasingly sophisticated needs of millions of e-health consumers-and the millions more that they influence.
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