Jeannette Park


Direct to Consumer: No-Name Opportunity

Most DTC marketers say education has been their primary goal all along, but that often, branded messages got in the way. Now marketers are doing something about it, as evidenced by recent increases in unbranded ads. Pharma companies are producing campaigns that more clearly encourage consumers to seek information about their conditions, rather than just running out and requesting a script from their doctors.

Introduction: Minding Morals

WHEN I WAS GROWING UP, my favorite book was Aesop's Fables. I especially loved the way every story had a moral at the end to tie everything together: Try before you trust; the hero is brave in deeds as well as words; birds of a feather flock together; might makes right; don't be the boy who cried wolf. Those one-line messages packed a punch then, and still stick with me.

Critical Thought

IN OUR APRIL 2006 ISSUE, we will explore the results of a reader study—a" pulse check" as we think of it—on the topics of promotional programs, meeting spend, and compliance, cosponsored by Maritz Travel and Pharmaceutical Executive. The study asked industry leaders about their perceptions of their companies' physician meetings in terms of audience, format, and budget, as well as their views on compliance regulations.