Articles by Joanna Breitstein - Pharmaceutical Executive

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Articles by Joanna Breitstein

Healthcare Public Relations: In The Driver's Seat?

Mar 1, 2002

From flacks and hacks to spin doctors and drug pushers, the cliches used to describe healthcare public relations professionals have fostered an image of PR that is, if not downright sleazy, at least suspect.

Translating Digit-ese

Mar 1, 2002

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.

The Unadvertised Brand

Feb 1, 2002

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.

Media Spending: Slowing Down, But Not Out

Feb 1, 2002

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.

Insider Profile: Nurses Who Prescribe

Feb 1, 2002

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.

Biotech Marketing Crash Course

Jan 1, 2002

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.

The SSRI Scoop

Jan 1, 2002

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

DTC in Europe?

Jan 1, 2002

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.

Insider Profile: Partnerships and Perspectives

Jan 1, 2002

As a lymphoma survivor, Nancy Glick believes that the patient experience is the most valuable element of disease communications.

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