Mar 1, 2002
By:
Joanna Breitstein
When asked why the Interactive Advertising Bureau (IAB) developed standard guidelines for audience measurement, CEO Greg Stewart replies simply, "We had to." And with good reason.
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Feb 1, 2002
By:
Joanna Breitstein
Managed care companies, traditional indemnity insurers, and pharmacy benefit managers are working to control drug costs by promoting the use of generics through consumer campaigns. They're using strategies-borrowed from pharma companies' branded advertising, public relations, and sales initiatives-that target audiences now facing higher premiums and multi-tiered co-pays. From a broader perspective, information from those cam-paigns may fuel patient and payer groups' arguments against DTC advertising.
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Feb 1, 2002
By:
Joanna Breitstein
Pharma industry budgets fared better than those for other sectors on Madison Avenue, but the economic downturn, pricing pressures, and September 11 took their toll on pharma's consumer and professional promotion.
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Feb 1, 2002
By:
Joanna Breitstein
The Association of Women's Health, Obstetric, and Neonatal Nurses is an important source of health information, and many of its 2.7 million members are called upon to prescribe medications. A recent Gallup poll shows that women, who make 75 percent of all healthcare decisions for their families, trust nurses more than any other medical professional. Yet Gail Kincaide, the association's executive director, still faces sizeable challenges. Her goal is to make nurses more visible as prescribers and to help alleviate the impending nursing shortage as older practitioners retire and baby boomers' health needs grow.
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Jan 1, 2002
By:
Joanna Breitstein
Finally...some formalized instruction in biotech marketing. Audrey Erbes, PhD, a 25-year marketing and business development veteran, designed and will teach the first crash course on that subject this spring.
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Jan 1, 2002
By:
Joanna Breitstein
The antidepressant market hit peak sales of $8.5 billion in August, just as Eli Lilly's Prozac (fluoxetine) patent expired. In a recent Decision Resources survey
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Jan 1, 2002
By:
Joanna Breitstein
A small part of larger revisions to European pharmaceutical regulatory and marketing legislation may allow pharma companies to develop open dialogues with some European consumers.
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Jan 1, 2002
By:
Joanna Breitstein
As a lymphoma survivor, Nancy Glick believes that the patient experience is the most valuable element of disease communications.
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Dec 1, 2001
By:
Joanna Breitstein
The bioterrorism threat is real and demands attention, but media coverage of anthrax has spun wildly out of control. That raises a perennial question: Do reporters just respond to Americans' thirst for information, or do they hype that information out of all proportion to its worth?
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