News, commentary, and practical advice on print and broadcast, branded and unbranded advertising targeted at consumers.
March 1, 2008
By:Andrée Bates
Why Big Pharma can no longer afford to treat patient adherence programs as an afterthought
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February 1, 2008
By:Kathy Magnuson, Brand Pharm
A black-box warning needn't spell doom for your product. Here's how to take the good with the bad and end up on top.
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 | January 1, 2008
We asked seven industry experts to talk about today's best (and worst) pharma icons
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 | December 1, 2007
There was a large minority of physicians who said they did, in fact, favor a DTC moratorium of some length. So the question is, why didn't it happen?
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October 1, 2007
By:Lee Weinblatt
For years, advertising agencies have been coaxing people into back rooms at malls to review ads in exchange for a couple of dollars or a lotto ticket. Although this method of gauging ad effectiveness is useful for gathering thoughts about whether an advertisement is liked or disliked by a reader, it doesn't convey the whole story to the ad agency. Marketers want to know things like: Did you read the copy first or look at the photo? Are you distracted by a particular color? How obvious is the risk information? Does this ad have stopping power? Plus, with the mall approach, agencies must factor in the reality that many focus group participants just give the answers marketers want to hear and collect their cash.
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September 1, 2007
By:Larry Mickelberg, Bruce Grant
For pharma marketers, understanding the on-demand opportunity starts with recognizing that customers are, in many ways, ahead of the industry
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July 30, 2007
Mel Sokotch has seen his share of consumer advertising, having worked in the business for nearly 30 years. He's done time at Foote Cone & Belding and Grey Advertising, and he's handled campaigns for Merck, Pfizer, and Eli Lilly. Most recently, Sokotch penned Shortcuts to the Obvious, a how-to book documenting common marketing mistakes and the ways in which agencies can better position ads. The book is geared toward general consumer advertising, but it includes numerous pharma examples. Pharm Exec caught up with Sokotch to learn more about what marketers can do to build better campaigns.
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 | July 3, 2007
Between the constant push for more government regulation of drug marketing and the conservative nature of the industry, the fast-paced world of pharmaceutical advertising doesn't seem too glamorous. But for one night every year, dozens of agencies and pharma companies take a walk down the red carpet to honor their peers at the annual PhAME Awards. Pharm Exec talked to some of the winners and industry insiders to take the current pulse of consumer advertising and find out what it takes to make an award-winning DTC ad.
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 | June 1, 2007
By:George Koroneos, Online Content & News Editor
With their memorable characters, sense of humor, and ability to balance creative with clinical information, the Rozerem ads have broken the traditional pharma ad template
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