Pharma marketers weary over the ever-tightening regulation of product messages' content and delivery can take heart. According to publishing services company Jenkins Group, an old-fashioned marketing vehicle-sponsored books-is making a comeback. In fact, Big Pharma is opening its pockets more than ever to create books and pamphlets with titles that feature their companies' logos and specific information about branded treatments. Whether it's GlaxoSmithKline providing information about allergy treatment Flonase (fluticasone) in Go Blow Your Nose,
Robert! or Pfizer promoting its diabetes therapy Glucotrol XL (glipizide) in the established Fit and Fast Food cookbook, sales reps have new and valuable items to distribute to doctors and their patients during details.