SPOTLIGHT -
Take Your Medicine: A Prescription for Brand Growth
To be effective, an adherence strategy must be responsive to an array of patients with different habits and medications, while providing information, encouragement, and support until adherence becomes reliable.
Introduction: Evolutionary Branding
A DTC backlash is forcing branders to come up with new marketing approaches. Some are better than others ... much better
How To Manage A Winning Agency Realtionship
Pharma is looking to advertising agencies for more support, but companies are also under financial pressure, which in turn puts pressure on the agencies. Here are some ways to ease the situation
Maximize Your Brand: Uncovering Growth Opportunities
With an updated understanding of what type of patients use a brand under what clinical conditions, marketers can find ways to invigorate even a mature brand
Lifecyle Management Planning For Yesterday
What companies need is a LCM plan for the long haul that's strategic, funded, and includes a pipeline realignment process for every stage along the way. And they need it now
Branding Under Fire
Between Congress, the courts, and consumers, DTC is having a rough year. Pharma marketers are now being pressured to delay direct-to-consumer advertising for six months. Is it time to pay more attention to educating doctors and patients?
Pharmaceutical Product Placements: The Next DTC?
Drugs are being mentioned more and more on TV shows. Is it just part of the script-or promotion on the part of the industry? If so, should it be regulated?
Detailing Dr. House: Promotion or Risky Prescribing?
Dr. House, the lead character in TV's hit medical drama, House, is a high-prescribing diagnostician whose drug treatments can as easily kill or cure a patient. Can this be marketing?
