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Mapping New Paths through the DTC Marketing Mix Maze

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Accomplishing Adherence

Chase Compliance, Pursue Persistence

Lack of adherence -- the combined effect of compliance and persistence -- is a big problem for the pharmaceutical industry. James Chase, editor-in-chief of MM&M, once wrote "To say that tackling patient compliance and persistence poses a challenge to the pharmaceutical industry is like calling Tiger Woods a competent golfer or describing Katrina as a particularly bad storm. It is a gross understatement."

This article reviews presentations made at the recent eyeforpharma Patient Adherence and Persistence Summit including a presentation by David Baker, VP & General Manager of Shire's ADHD Business Unit, who presented on "Best Practices for Fostering Adherence." He used the ADHD market as a case study.

Topics and issues covered include:

• Definitions
• Adherence in the ADHD Market
• Do Your Research
• WHO's Adherence Take Home Messages
• Shire's Solution
• Tips
• Patient Compliance: The Problem with Today's Solutions
• Reward Them -- Intermittently -- and They Shall Adhere!
• Rewards = Behavior Change
• MedSignals® Communicating Pillbox

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Medical Transcript Advertising

Reach Targeted Physicians at the Point of Care

This article reviews advertRx^TM and advoiceRx^TM, physician point-of-care marketing solutions offered by datumRx, a California-based company.

advertRx^TM reaches physicians with targeted brand messaging by inserting Rx product logos within medical transcripts containing key words relevant to the product. advoiceRx^TM inserts audio messages into the dial-in dictation process itself.

Topics and issues covered include:

• Non-Personal Marketing and Sales
• Medical Transcription is a Growing Service Area
• Benefit to Physicians
• Chronology of Transcript Advertising
• Effectiveness
• Is It Legal and HIPAA Compliant?
• What About Reach?

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Pharma Marketing Roundtable

For Members ONLY!

The Pharma Marketing Network Roundtable (PMN Roundtable) started as a series of periodic teleconference calls in which a few experts were invited to participate (see here for more information). Each call focused on specific topic (see past topics here).

The PMN Roundtable hasn't met by phone for some time. Primarily, that's because of (1) the expense, and (2) the difficulty of scheduling a quorum for a realtime discussion. Enter the Internet and the Forums at Pharma Marketing Network!

This article explains how you can join the Roundtable discussion board and benefit from being a member!

Topics and issues covered include:

• What's in it for You?
• Who Should Apply
• How to Apply
• How It Works
• A Trusted Community

New Social Media Regulatory Framework

A Critical Analysis

At the recent eyeforpharma "2nd Annual eCommunication and Online Marketing" conference, Fard Johnmar (Founder, Envision Solutions), Jim Nail (CMO, TNS Media Intelligence/Cymfony), and John C. Serio, (partner, Seyfarth Shaw LLP) talked about regulatory issues relating to Web 2.0 and summarized a new social media monitoring and marketing framework for pharmaceutical companies ("New Social Media Marketing Framework White Paper").

This article takes a critical look at the "Framework" and offers further insights into the regulatory issues it raises.

Topics and issues covered include:

• Fair Balance and the "One-Click Rule"
• Jim Nail's Comments on "One Click Rule"
• With Respect to Internet Guidelines, Where's DDMAC's Head At?
• Red Means Stop, Green Means Go
• Agents Need Monitoring
• What About Public Relations Risks?

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