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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?"

Pharma vet Hans Bishop readily admits to being ruthless in his career.

Jennifer Spear Smith may be soft-spoken and petite, but she is loud, clear, and stands tall for one part of industry that she is clearly passionate about: continuing medical education (CME).

I started off as a pathologist at Boehringer-Ingelheim in Germany.

I got my first taste of this industry as an intern at Schering-Plough's Managed Care group.

My first introductions to medically relevant biology and chemistry began when I worked with Harvard professor Greg Verdine to figure out how enzymes recognized and repaired damaged DNA.

I started my career as a medical liaison. It was a wonderful opportunity to shape how companies and physicians further scientific understanding of difficult medical problems, focus on key research questions, and address unmet patient needs.

June Supplement TOC

When Pfizer discontinued Exubera, its disastrously unsuccessful inhaled insulin, in 2007, the soul searching wasn't limited to Manhattan's East 42nd Street.

1 June 2009

I have had the tremendous good fortune of strong leadership throughout my career.

1 June 2009

I joined Merck in 1996 as a customer account representative, processing pharmaceutical and vaccine orders for our direct customers.

Prior to joining Exelixis, I was an investment banker at Goldman Sachs, focusing on M&A and corporate finance.

It's hard to believe that Michelle Dipp has been in the industry for only five years considering her significant impact thus far on it.

FDA slaps down Cheerios and forces pharma companies that use Google to make technical changes no consumer will ever notice. Big whoop.

I've always loved the life sciences, and have been fortunate to have my career take place during a time of profound advances in biology.