• Customer Relationship Management (CRM)
• Brand Marketing
• Relationship Marketing
• eMarketing and ePromotion

• Also see Pharma Marketing News Surveys for opinions and insights on important pharmaceutical marketing issues from subscribers.

The Absolute, Relative, and Incremental ROI of DTC e-Marketing

The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. This article focuses on the power of the product Web site as a conversion tool.

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Cholesterol Drug Users Discuss Their Medication

At breakfast recently in one of his favorite coffee shops, Jim Avery, professor of advertising at the University of Oklahoma, was talking with some friends who he knew had some health problems. Avery took the opportunity to turn the breakfast meeting into a little impromptu focus group. This article summarizes what he learned.

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Direct to Physician Telemarketing and Sales

This article reviews the telemarketing services ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.

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DocCheck: Das Portal

This article describes the services offered by DocCheck and specifically focuses on the portal's market research and physician-targeting capabilities, which any pharmaceutical marketer wishing to do professional marketing in Germany should know more about. Includes sections:

• How European Physicians Use the Internet
• DocCheck e-Research
• Patient Panels
• Recruitment of Physicians and Consumers for e-Research

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Drug Marketers Need More Than Demographic Data To Effectively Market To Consumers

Pharmaceutical firms should use not only demographic data but technological and health dimension data as well when developing direct-to-consumer marketing tools, suggested Michael J. Barrett, senior analyst at the marketing research firm Forrester Research Inc. Forrester Research has polled consumers to determine how these attitudes differ according to disease state. This additional technigraphic, attitudinal and psychographic data can help pharmaceutical companies to craft effective DTC marketing tools.

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eDetailing: Yesterday, Today and Tomorrow

eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it's cracked up to be.

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Fast Start to Customized ePromotion and eLearning Physician Programs

There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.

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Helping Pharma eMarketing "Grow up"

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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Preliminary results from a survey of Pharma Marketing News readers about their views regarding industry sponsorship of accredited CME, including views on value, bias, ACCME firewalls, and alternative means of CME support.

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The New Written Prescription: Leveraging Technology to Measure Change in Physician Behavior as it Occurs

New Written Prescriptions (NWRx's), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx.

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Optimizing DTC Performance

How TNS Healthcare helps clients build a lifetime connection between consumers and brands.

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Patient-Level Data: A New Level of Analysis

The new kid on the block is patient-level data. Unlike physician-level data that describes the wholesale activity of Dr. John Smith as writing say 50 scripts of Lipitor, patient-level data zooms in on the patients of Dr. John Smith and specifies patient by patient who actually gets Lipitor.

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Predictive Physician Marketing

Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior.

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Quality of Pharma-sponsored Health Information on the Internet

With all the bad press recently about marketing directly to consumers and privacy concerns, perhaps it is time for the pharmaceutical industry to self-regulate marketing to consumers as well, especially via the Internet. What is the attitude of pharmaceutical professionals regarding the quality of pharma-sponsored health information on the Net? Does the industry perceive a problem in this area? To help answer this question, an online survey - Quality of Pharma-Sponsored Health Information on the Internet - was performed during the month of January, 2003. The results are summarized in this article.

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Results from FDA Physician Survey on DTC Advertising

This article reviews a presentation by Kathryn Aikin of DDMAC/FDA in which she disclosed results from the FDA's Physician Survey, which looked at the impact of DTC advertising on the doctor-patient relationship.

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Sales Rep Assessment: Shoot the Messenger, the Message, or Both?

This article is a review of Metamorph, Inc.'s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.

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Society of Industry Leaders: Help for Investors

The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.

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Stop Wasting $Millions on Ineffective DTC Ads!

Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting's ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.

Topics covered include:

• Three Common Mistakes Made by Most Advertisers
• PreTesing Technology
• Case Study: Sleep Aid Ads
• Testing TV Ads in a TiVO World
• How to Create an Effective Drug Ad -- 17 learnings from PreTesting

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Top Companies, Classes, and Products in the DTC Space

This article provides an overview of DTC spending YTD 2002 compared with YTD 2001. The sources the data are Verispan's Source Prescription Audit and other market research.

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What the Next Generation Physician Wants from Pharma

This article summarizes results from Manhattan Research's recently released survey: ePharma Physician®: The Future of Pharmaceutical e-Marketing, which focused on the adoption of emerging technologies by an early adopter physician audience.

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Why Pharma Can't Ignore eDetailers

This article reviews a presentation by Elizabeth W. Boehm, Forrester Research Analyst in which she presented multiple data sets, including results from Forrester's Technographics Benchmark Study and eDetailing Survey.

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