Alternative Media: Opt-in to Opt-out - Pharmaceutical Executive


Alternative Media: Opt-in to Opt-out
Legislation makes reaching key constituencies easier than you think.

Pharmaceutical Executive

What other reasons should pharma marketers consider e-mail campaigns?

It will cut marketing costs. If you can substitute direct marketing for some of that investment in the sales force, I think pharmaceutical companies will market a lot smarter. And they will market a lot more like other businesses in other industries. The rest of the world does not pay people $150,000 a year to deliver free products. Most companies would go out of business if they operated that way.

What's your advice to executives who want to more effectively use this medium?

Companies should do more marketing to professionals than consumers, allowing them more of a learned intermediary defense to hide behind. And companies can benefit from that approach from a litigation standpoint with the early adopter/late adopter phenomenon in the profession. If you take one hundred doctors, maybe twenty of them are early adopters, and the other eighty are going to wait and see what happens. That doesn't work in your favor on Wall Street, which wants a blockbuster in the first six months. But it does work to your favor from a risk management point-of-view.

Allen Baum
Accounts HealthCare Partners Medical Group in California,signed an agreement worth at least $4 million with Allscripts Healthcare Solutions to implement the latter's TouchWorks electronic health record system to give instant access to 500,000 patient records, lab results, and clinical data to its 400 physicians and clinicians. Compass Healthcare Communications was named internet agency of record for two pharmaceutical products: Chiron Oncology's Proleukin (aldesleukin) and King Pharmaceutical's insomnia treatment Sonata (zaleplon).

Robert Goodman
Launches Allscripts Healthcare Solutions introduced Patients Interactive to help physicians provide customized care plans to educate patients and improve outcomes and adherence. Choice Media has launched a subsidiary, GoText, headed by vice president Allen Baum, to offer a pay-per-click service that will provide space for even the smallest advertisers on some of the world's largest healthcare-only websites. Greenfield Online has completed its $5.5 million cash acquisition of broadening its offering of online panels of healthcare professionals for the purpose of market research and consulting. The Peer Group, a peer-to-peer medical communications company, and HealthTalk, a patient education firm offering live and web-based programs on the latest treatments and research news, will merge. The newly combined company will be called Informed Medical Communications (IMC). Robert Goodman, former chief executive officer of HealthTalk, will serve as IMC's CEO.

Peter DeLorenzo
People Qi Interactive, CommonHealth's full-service digital agency, named Peter DeLorenzo, former director of SoftWatch's eHealth Services, senior project director.


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