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Vol. 7, Issue No. 2: FEBRUARY 2008 - EXECUTIVE SUMMARY

Welcome to Volume 7, Issue #2 (FEBRUARY 2008) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
I'm All a Twitter Over Twitter!
OpEd by John Mack

Jarvik Masks "Oh what a tangled web we weave,
When first we practise to deceive!"
-- Walter Scott

As everyone knows by now, Pfizer caved in to withering criticism from Congress and the Pharma BlogospereTM and pulled the Jarvik Lipitor ads.

When Dr. Robert Jarvik inked his $1.35 million Lipitor spokesperson deal with Pfizer, I am sure he was not prepared for the damage to his reputation that would result.

Given all the negative publicity surrounding Jarvik and the ads, it was time for Pfizer to retire the good doctor (72% of respondents to a Pharmalot poll agree that Pfizer should fire Jarvik).

But perhaps Jarvik himself begged Pfizer to cut him loose from his $1.35 million contract. With every piece of bad news, Jarvik's reputation was melting away. He may have felt he needed to get off the airways and fast!

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FDA's Good Reprint Practices Guidance
Pros and Cons of the Proposed Rules for Distribution of Off-Label Information

Medical journals may soon become the pharmaceutical industry's newest physician marketing partner. On Friday, February 15, 2008, the FDA published its draft guidance on "Good Reprint Practices for the Distribution of Medical Journal Articles ... on Unapproved New Uses of Approved Drugs..."

This article summarizes some of issues raised by FDA's proposal that pundits and experts are debating on the Internet, in the press and in official comments submitted to the FDA. It also presents preliminary results of an online survey sponsored by Pharma Marketing News.

Topics and issues covered include:

  • Summary of FDA's Proposed "Good Reprint Practices"
  • Preliminary Survey Results
  • Role of American Enterprise Institute
  • Summary of Section 401 of FDAMA
  • Peer-Review

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Helping Pharma eMarketing "Grow Up"
comScore's eMarketing Benchmarks

Pharmaceutical marketers are continually challenged by their superiors to quantitatively measure the return on investment (ROI) of their campaigns. This is especially true for their eMarketing initiatives.

So, how do you know which online tactics are giving you the best return on your investment? To get started it is helpful to compare and contrast your own online strategy's performance against competitive and perceived "best-of-class" tactics to evaluate the effectiveness of online programs, emulate effective strategies, and establish best practices. In other words, you need some eMarketing benchmarks.

This article summarizes a Pharma Marketing Talk conversation with Carolina Petrini, SVP, Marketing Solutions, comScore, regarding her company's consumer e-marketing effectiveness benchmarks for the pharmaceutical industry.

Topics and issues covered include:

  • eMarketing Benchmarks
  • Methodology
  • Prospects vs. Patients
  • Favorability Benchmarks
  • Conversion/New Starts Benchmarks
  • Change in Norms Over the Years
  • What about Web 2.0?
  • How to Use the Benchmarks

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Understanding the Strategic Value of MSLs
Strategically Envisioned, Yet Tactically Measured

This article by contributing author Neil Gray, examines why the industry's current use of tactical value measures for MSLs might ultimately prove limiting by positioning MSLs inappropriately and inhibiting their broader involvement in organizational and stakeholder problem-solving.

The author examines how tomorrow's MSL might be employed by Pharma and discusses the strategic movement of MSLs into the competitive intelligence space, teaching roles, strategic input to and evaluation of portfolio development, and investor relations.

Topics and issues covered include:

  • Difficult Times Lie Ahead
  • Numerous Stakeholder Challenges
  • What Do KOLs Want?
  • Moving From Science Discussants to Knowledge Directors
  • What the Future May Hold

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Prescription Drugs and the Health 2.0 Opportunity
The Community

eDrugSearch has expanded its mission by unveiling its own Health 2.0 venture: the Community, which is a new social network for prescription drug consumers. The Community hopes to help members make choices that save them money, and keep them safe, when buying drugs online.

This article reviews some of the features of this new Health 2.0 Web site.

Topics and issues covered include:

  • Health 2.0 Defined
  • Strangers Sharing Stories
  • Drug Ratings & Reviews Section
  • Should Pharma Marketers Participate?

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Vol 7, #2 Contents

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