Pharmaceutical Executive-06-03-2009

Agency Insider Mark Chattaway infiltrates the world of online social media. His consensus: Advertising on social networks is iffy at best

In other industries, online marketing is used to cycle through options quickly and dynamically to reach an optimal solution.

Unless the brand is bleeding money, it's time to have a serious face-to-face discussion on staying the course

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.

What can change is what advertisers depict in many of the DTC ads for serious health-threatening conditions: the happy patient.

Virtually all pharmaceutical manufacturers have robust policies to place needed medicines in the hands of those who cannot afford to pay for them.

One of most common mistakes that marketers make during a recession is to focus on cost rather than outcomes.

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.

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.

At the end of the day you have tribes, some frequently not on the same "brand" page.

It used to be that sacrificing one's own health was not an option. So now new responsibility has emerged for marketers.

Research shows that budget cuts on advertising and marketing during times of recession have a long term negative impact.

Pharma marketers must focus their efforts and resources on changing the behavior of professionals and concumsers.

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

It may not be sexy but now, more than ever, marketers need to look at their analytics.

This latest action from the FDA has resulted in confusion, a need for counsel, and conjecture at what might be next.

When economizing on agency spend, a key question needs to be answered: "Are you getting great value for your promotion?"

June Supplement TOC