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Vol. 8, Issue No. 10: NOVEMBER/DECEMBER 2009 - EXECUTIVE SUMMARY

Pharmaguy
Welcome to Volume 8, Issue #10 (NOVEMBER/DECEMBER 2009) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
editor@news.pharma-mkting.com
What's Next from FDA?
Upfront Commentary

Windy Road SignNow that the FDA public hearing about regulating drug and medical device promotion on the Internet has come and gone, everyone who has a stake in the issues discussed at that hearing is wondering what the next steps are. Practically everyone believes the FDA will issue some form of guidance for the industry. Here's a list of important questions for FDA from our readers.

Read this entire OpEd piece by John Mack here:
www.news.pharma-mkting.com/PMNews_810_UpFront.pdf

Consequences of Direct-to-Consumer Advertising
Links to Higher Prices and Less Competition

DTC Drug Cost LinkThis article focuses on a new study that suggests drug price increases are engineered to cover the costs of Direct-to-Consumer Advertising (DTCA). Drug price trend data from AARP, AHRQ, and prescription drug consumer price index (CPI) are presented.

Topic headings include:
  • AARP Rx Watchdog Report Data
  • Flaws in the AARP Report
  • Engineered Drug Price Increase
  • DTC Ad Spend Chart
  • Industry Says No Direct Link to DTC
  • Plavix and Medicaid
  • Smoking Gun Charts
  • Pharmacos Spend More on DTCA When There is No Competition
  • Plausible or Dubious?

Read this article now. It's FREE...

Download PDF file

Search Advertising Options for Pharma
What to Do While Waiting for Those Guidelines

Sherlock SearchingAt the November 12-13, 2009, FDA public hearing on social media and the Internet, Google presented some new search ad formats for the pharmaceutical industry. According to Julie Batten, eMarketing Manager at Klick Pharma, a full-service digital marketing agency that specializes in the healthcare and pharmaceutical sector, Google previewed its ideas to a small group of agency and advertiser partners, including Klick, several months prior to that.

In this article, Batten discusses pharma's options for search marketing in this period between the FDA public hearing and when the much anticipated draft and final guidance on the issue is published.

Topic headings include:
  • FDA Seeks Data & Ideas
  • PhRMA's Proposed FDA-Approved Symbol
  • Google's Proposed Formats
  • YAZ Tests New Format
  • SEO and Organic Search Results
  • Is Organic Search Next on FDA's Chopping Block?

Read this article now. It's FREE...

Download PDF file

A Few Things I Learned at FDA's Social Media Hearing
What's Next is What Counts

fdaSM LogoUnless you have been living under a rock -- and not reading this newsletter -- you probably know that the FDA convened a public hearing on November 12 and 13, 2009, to hear comments from 60 or so speakers about FDA regulation of social media and the Internet.

You can access a boatload of presentations, summary articles, podcasts, tweets, and practically everything you will ever want to know relating to this hearing at www.fdasm.com, a Website set up by Ignite Health. Currently, there are more than 160 articles related to the public hearing now available here: www.fdasm.com

This article presents key takeaways from the FDA hearing, a synopsis of the presentations made by John Mack, Publisher, Pharma Marketing News, at the hearing, a review of Ignite Health's study regarding effectiveness of sponsored links, and the next steps in the process.

Topic headings include:
  • Some Key Takeaways
  • PMN Survey Results Presented
  • How People Find Brand.com Websites
  • What's Next?
  • One Small Step for FDA, One Giant Leap for Pharma

Read this article now. It's FREE...

Download PDF file

Pharma's Image Conundrum
Building Brand Loyalty and Consumer Confidence

Gardasil Charm OffensiveIn this guest article, Carla Stratfold, CEO at OnRequest Images, presents several key learnings and best practices that pharmas can follow when building brand and consumer loyalty.

Topic headings include:
  • DTC Ads Hurt Pharma's Image
  • DTC Ads Also Build Trust
  • Brand Loyalty Best Practices

Read this article now. It's FREE...

Download PDF file

Vol 8, #10 Contents








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