Direct to Consumer: Patient-Reported Outcomes - Pharmaceutical Executive


Direct to Consumer: Patient-Reported Outcomes
New clinical endpoints mean exacting messages for patients.

Pharmaceutical Executive

Looking Forward The industry is anxiously awaiting the issuance of formal FDA guidance on the development and proper use of PROs in clinical research and promotion. Once issued, the industry can expect this document to generate significant dialogue between it and FDA. Ultimately, as marketers gain a better understanding of disease burden, or how certain treatments affect certain patients, they will gain more accurate insights into their customers—physicians, payers, and patients alike. And at the same time, a higher level of education about PROs will signal a huge shift in how marketers articulate the true end-benefits of their brands in physician, DTC, and patient education communications.

As new treatments are brought to market, it is critical that marketers continue to explore this multifaceted area of research by seeking out ways to partner with patient advocacy organizations, and internal clinical development, outcomes, and life cycle management departments. The creation of formal teams that focus on long-term research opportunities will benefit all parties involved—especially patients—in the end.

Start now, assemble your team, collect market research, and begin developing research objectives. Consult with both internal and external experts to create your short- and long-term vision for how this area of research can help optimize your brand communications. At the very least, ground yourself in the basics of PROs. If you don't, you'll be one step behind the competition.

Awards CommonHealth is the recipient of the CancerCare Human Services Award. CancerCare honored CommonHealth for its pro bono service of providing it with marketing tools to raise awareness of the organization's objectives of providing professional support services without cost to those affected by cancer. The Eden Communications Group won three awards from the Art Directors Club of New Jersey: a bronze medal and two certificates of excellence.

Richard M. Nordstrom
People Theo Nieuwenhuis is the new vice president for REMICADE marketing, Schering-Plough announced. Chiltern International has added Catherine Lemercier as the manager of marketing in North America. Jane Pritchard, who previously has worked with brands such as Pepsi and Kraft, joins Anderson DDB Health and Lifestyle as executive creative director. McCann Worldgroup selected Richard M. Nordstrom as the CEO of McCann Healthcare Worldwide, one of its subsidiaries. SciQuest announced Bob Horowitz as the new vice president of commercial sales. Health Fitness Corporation named Michael J. Zdychnec vice president of marketing. He joins the company from the ACN Group, where he was senior vice president of marketing and product development.

Jane Pritchard
Launches Allendale Pharmaceuticals named MDC Group as the advertising agency for the Today Sponge, an over-the-counter female contraceptive that was recently approved again by the FDA. Arthur Frommer and Novartis partnered to create a free guidebook for travelers with overactive bladder called "Where to Stop & Where to Go: A Guide to Traveling with Overactive Bladder in the United States." Customer Potential Management Marketing Group developed databases, marketing systems and market segmentation, together called its Customer Relationship Management program, to improve its quarterly magazine. The publication is customized for eight hospitals.

Michael Parisi is executive vice president, general manager of Altum. He can be reached at


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