Agency Confidential, Jun 3, 2009 - Pharmaceutical Executive

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Agency Confidential, Jun 3, 2009
Feature
Jay Carter, ABELSONTAYLOR
When economizing on agency spend, a key question needs to be answered: "Are you getting great value for your promotion?"
Joe Daley, GSW WORLDWIDE
By Joe Daley
At the end of the day you have tribes, some frequently not on the same "brand" page.
Didi Discar, MEDACCESS
To help make the most out of a client's marketing spend, the preferred method is to utilize hard data, such as new patient starts, or prescription movement.
Jeff Burkel, MICROMASS COMMUNICATIONS
Pharma marketers must focus their efforts and resources on changing the behavior of professionals and concumsers.
Ross Fetterolf, IGNITE HEALTH
This latest action from the FDA has resulted in confusion, a need for counsel, and conjecture at what might be next.
Jon Hudson, MEDTHINK COMMUNICATIONS
Research shows that budget cuts on advertising and marketing during times of recession have a long term negative impact.
Wendy Blackburn, INTOUCH SOLUTIONS
It may not be sexy but now, more than ever, marketers need to look at their analytics.
Geoff Melick, KINECT INTERACTIVE DIGITAL COMMUNICATIONS
Several digital and interactive agencies, Kinect included, support the creation of appropriate FDA guidelines; however, not without the input of industry and other experts in areas of online marketing.
Al Topin, TOPIN & ASSOCIATES
Unless the brand is bleeding money, it's time to have a serious face-to-face discussion on staying the course
Ahnal Purohit, PUROHIT NAVIGATION
One of most common mistakes that marketers make during a recession is to focus on cost rather than outcomes.
Donna Wray, TGAS ADVISORS
In other industries, online marketing is used to cycle through options quickly and dynamically to reach an optimal solution.
I've Seen The Revolution and It's Not Working
By Mark Chataway
Agency Insider Mark Chattaway infiltrates the world of online social media. His consensus: Advertising on social networks is iffy at best
Frank X. Powers, DUDNYK
What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient.
Carleen Kelly, SURGE WORLDWIDE HEALTHCARE COMMUNICATIONS
At a time when consumers are making decisions about filling a prescription and managing daily necessities, it becomes imperative that the industry approach to DTC reflects a "we are in it together" mindset.
Elaine Eisen, CORBETT WORLDWIDE HEALTHCARE COMMUNICATIONS
Virtually all pharmaceutical manufacturers have robust policies to place needed medicines in the hands of those who cannot afford to pay for them.
Agency Buzz
Few drugmakers have already been exploring Internet options beyond the "one-click" listings.
June TOC Supplement
June Supplement TOC
Kerry Hilton, HC&B HEALTHCARE COMMUNICATIONS
It used to be that sacrificing one's own health was not an option. So now new responsibility has emerged for marketers.
Introduction
Agency Confidential: The Scoop— What Your Agency Doesn't Want To Tell You
By Marylyn Donahue
Pharma friendless on Facebook | DTC ad spending flat | Rate of healthcare marketing and advertising falls | Consumers chose food over meds | Some see light at tunnel's end
Rich Campbell, REGAN CAMPBELL WARD?MCCANN
By Marylyn Donahue
Agency Confidential interrogated 21 executives at top healthcare agencies to find out the skinny on what is really happening with pharma marketing and advertising at this dire time for the industry. Here is the report.

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