Articles by Gary Norman - Pharmaceutical Executive


Articles by Gary Norman

Gary Norman

Direct to Consumer: If These Walls Had Ears
October 1, 2006

Dtc advertising has caused more than its share of controversy both inside and outside the industry. Critics wonder: Are patients paying for drugs they don't need? Meanwhile, industry is still struggling to answer the basics: How effective is DTC in getting patients to request a drug by name? CommonHealth's MBS/Vox division conducted a survey that tried to answer industry's question, and in doing so, inform the wider debate about DTC's role in healthcare.

Direct to Consumer: Hit 'Em Where It Helps
May 1, 2006

Although in-store promotional programs have the unique capability of reaching a large target audience, they currently make up less than one percent of total direct-to-consumer marketing expenditures.


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