Articles by Paul Buta - Pharmaceutical Executive


Articles by Paul Buta

Alternative Media: Cautious Integration

SPAM still thwarting pharma's approach to e-mail marketing.
Apr 1, 2005

Unsolicited bulk e-mail is competing with the messages that companies are sending. More than 80 percent of consumers deal with their cluttered inboxes by deleting all messages from people they don't know.

Clipping Coupons

Now, pharma companies are targeting consumers' pocketbooks with offers of savings.
Apr 1, 2004

In 1894, a druggist named Asa Candler created coupons for Coca-Cola, a new "healthcare" product with "valuable tonic and nerve stimulant properties." After that early start in medical products, coupons developed as a marketing medium and were widely adopted by the consumer packaged goods industry. According to the Promotion Marketing Association's Coupon Council, 336 billion coupons were distributed in 2002, which were redeemed for approximately $3 billion in consumer discounts. Now, more than a hundred years after their debut, consumers are clipping coupons for prescription pharmaceutical products.

Out of the Spam Can

Consumers give pharma companies an e-mail marketing ultimatum: Get it right, or it goes in the trash.
Nov 1, 2002

For most pharmaceutical companies, e-mail marketing is like the odd "uncle" that's only seen at family gatherings-no one is sure who he's actually related to. Product managers fund some e-mail initiatives, but they fail to integrate the online strategy into the overall marketing mix.


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