These Special Reprint Collections of articles from Pharma Marketing News bring together in one convenient document several topics relating to direct-to-consumer advertising and marketing. The collection is broken up into two volumess: Volume One: Emerging Issues and Volume Two: DTC in the New Era. You can order either volume separately or as one package (see here). No subscription is required to order reprints or reprint collections. John Mack, Publisher & Editor editor@news.pharma-mkting.com

Direct-to-Consumer Advertising

Volume One: Emerging Issues The collection of articles and commentary in this Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more. approx. 42 pages. TABLE OF CONTENTS Pharma Trends to Watch To Ban or Not to Ban DTC, That is the Question DTC Pros and Cons Marketing in the Post-Vioxx Era Straight-Talking DTC PhRMA's DTC Principles Communicating Risk CHC Petition to FDA Biotech DTC Print DTC: How Does It Measure Up? Click the "Add to Cart" button to download this collection... FREE! Use Discount Code 'DTCfree1' and download PDF file immediately:

Direct-to-Consumer Advertising

Volume Two: DTC in the New Era DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining. approx. 47 pages. TABLE OF CONTENTS Introduction: Not Your Father's DTC The Brand Marketing Mix: Balancing Impact versus Risk Pharma Online Direct-to-Patient Spending DTC Spending Set to Surpass DTP Spending Is Your Product Ready for Consumers? Medical Device DTC: Learning from Pharma's Mistakes Creating a Successful DTC Campaign on the Inside The New Branding Model: From Blockbusters to Targeted Therapies Emotions, Focus and Storytelling: How Cialis is Challenging Viagra Optimizing DTC Performance Maximize DTC Effectiveness: Understanding Drivers of Patient Behavior Out-of-the-Box Marketing: Will It Work for Pharma? PR: Advertising by Other Means Ducks in the Henhouse: The Challenges of Integrating Direct and Brand Advertising cDetailing: Addressing the DTC Education Gap Click the "Add to Cart" button to download this collection... FREE! Use Discount Code 'DTCfree2' and download PDF file immediately: