The following Pharma Marketing News reprints and case studies relating to "Consumer/Patient Education" are available. You might also be interested in the following categories for additional reprints relating to DTC advertising and marketing:
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A new survey by Envision Solutions, LLC, a healthcare marketing communications company, suggests that many Americans are deeply skeptical of pharmaceutical companies' motives for supporting non-profit patient advocacy groups.
Despite dire predictions of 'PR failure,' the #rxsave Twitter chat hosted by @AstraZenecaUS on 15 February 2011 was a great success, which is pharma social media speak for 'did not crash and burn.' It was proof that a pharmaceutical company can indeed host meaningful Twitter chats.
This article reviews how tailored behavior change programs can increase acquisition, compliance, persistency or brand loyalty. A smoking cessation program is presented as a case study.
In 2005, sales of biotech products -- i.e., biologics, including therapeutic serums, toxins, antitoxins, vaccines, blood components or derivatives, allergenic products, or analogous products, or derivatives -- grew by 17.1 percent, far outstripping the 5.2 percent in sales growth of small molecules-products developed and marketed by Big Pharma. Although the overall total sales of biologics is still small in comparison to small molecules -- about $52 billion vs. $600 billion -- the biotech industry is poised to dramatically increase the number of products it adds to the market each year.
Whatever the numbers, there's blood in the water and ad agencies are circling, trying to entice these innovative companies into transforming themselves into marketing machines. Some agency people suggest that biotech needs to engage in traditional direct-to-consumer (DTC) advertising. Biotech, however, needs more than DTC as usual.
Topics covered include:
Definitions and FAQs: What is a biological product? How do biological products differ from conventional drugs?
For various reasons, it is hard to find a conclusively documented answer to a seemingly simple question: do interactive health education media improve patients' health practices? In fact, a recent high-profile report attempted to answer that question and got it wrong: procedural flaws led them to an unjustified conclusion.
Steve Smith, Editor-in-Chief of Medsite has reengineered his company's eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company's first Consumer Detailing ("cDetailing") product, which is a novel rich-media online consumer disease education and drug information program.
Closed-Loop Patient Education: MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes
MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes
MedTera recently partnered with HealthPrize Technologies, a web-based software company that motivates people to fill and stay on prescription medications, to bring together MedTera's online and offline educational resources and HealthPrize's online, interactive platform to educate people about their chronic diseases and incentivize them for taking their medications as prescribed.
Develop Effective Online Compliance Programs: Leverage Health Beliefs
According to a Jupiter survey, consumers don't manage their health online because they have low confidence in their ability to use online health resources to improve their health. Pharmaceutical marketers must leverage health beliefs and models to design comparatively more effective adherence-related online marketing programs.
Topics covered include:
Learn how self-efficacy predicts online consumers' health-related behavior
Define your online strategy and prioritize
spending on online marketing tactics
These highlights from the 2010 DigiPharm EU conference summarizes presentations made by marketing specialists from Lundbeck, Janssen, GSK, Schering Plough, Boehringer Ingelheim, Pfizer, Genzyme and Merck Serono. It's a summary of the best current practices and a glimpse at how EU pharma companies are driving digital marketing and communications forward.
This article summarizes the main points, both pro and con, made by presenters at recent FDA hearing on DTC and includes commentary from expert members of the Pharms Marketing Roundtable, which met to discuss the issues raised at this hearing.
With all the new attention being paid to drug risks, it is time to take a look at the issues surrounding drug risk communication to consumers and patients. Pharmaceutical marketers need to understand these issues to better communicate risk and build trust in their brands.
This article presents a case for the drug industry to adopt a patient-centric model in which pharma companies can develop unique expertise in decoding the behavior, needs, motivations of empowered patients and then use this knowledge as the basis for helping healthcare professionals and payers to put into place programs that achieve better patient outcomes.
Pharmaceutical advertising was historically directed toward health care professionals and mainly communicated through medical journals. Rigorous research is needed to evaluate and determine the most effective format for communicating benefit and risk information to consumers. New standards for drug advertising to consumers should be grounded in data derived from this type of research..
Eyes on the Adherence Prize: How HealthPrize Uses Financial Incentives and Fun to Change Patient Behavior
This article provides details about the HealthPrize's innovative, compelling approach to solving one of pharma's most perplexing puzzle: how to improve medication adherence. Included is a summary of a Pharma Marketing Talk podcast interview of Tom Kottler, CEO, and Katrina S. Firlik, M.D., Chief Medical Officer, HealthPrize.
FDA to Test New Standard for Easy to Understand Drug Labels
Patients also need more effective counseling about their medications.
In an effort to make drug package inserts easier to read and understand -- and perhaps to save money on printing costs -- the FDA is planning to test single-page consumer information sheets that would replace the multi-page package inserts and medication guides widely used in retail pharmacies. However 'dumbed down' the label gets, it is still important that physicians and pharmacists take a more pro-active role in educating consumers about the drugs they are taking.
Self Care Catalysts' Patient Intelligence Insights Guide™ on Diabetes is the only integrated patient-and consumer-centric report that explores how people suffering from an invisible condition such as diabetes actually circumnavigate their health condition, using the unique Self Care Health Decision Making Dynamics framework™. It is an example of what Grace Soyao, Founder & Chief Strategy Officer of Self Care Catalysts Inc., a health research and strategy company, means by "Finding the Consumer within the Patient."
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Google's OneBox Drug "Ads" Steal Clicks Away from Rx Brands
A Search Ad Format That Has All FDA Could Want... But Pharma Can't Use It!
Data suggest that Google's OneBox NIH Rx ads effectively reduce organic search visitation driven to pharma sites pushing the traffic to NIH content instead. Is it logical to conclude that Google stands to gain paid ad revenue when pharma marketers have to compete with OneBox ads by buying more paid search placements to make up for the loss of organic search visits?
NPs, PAs, and even RNs are for the most part overlooked by the pharmaceutical industry, according to David Mittman, PA, president of Clinician 1. This article reviews the issue and includes tips for marketing to NPs and PAs.
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High Impact Content in Support of Rx Brands
Case Study: Alli - the Book!
In this article, PLG Health CEO Philip Lief describes how his company developed and marketed 'The alli Diet Plan' book for GlaxoSmithKline in order to increase the visibility, brand recognition, and sales of the over-the-counter (OTC) alli® weight-loss product.
Integration of Custom Media into the Marketing Mix
The American Diabetes Association Makes It Easy!
This article summarizes a discussion with Abraham Ogden, the Director of Book Publications for the American Diabetes Association, about integrating ADA's custom publications into the pharma marketing mix.
Is It a Game-Changer for Consumer & Physician Access?
This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing.
Topics include:
iPad - What's It Good For?
The iPad as a Pharma Marketing Platform
GoMeals
More Consumer Apps
Opening Doors to Physicians
Many Physicians Plan to Buy It
iPad for eDetailing
DrChrono.com Featured on Pharma Marketing Talk Radio
Is It Just Another Tablet Device?
Does No Flash Mean No eDetailing?
iAds for Pharma?
Is Pharma Blocking or Supporting iPad Use by Sales Reps?
Medical Device Marketing: Worlds Apart from Rx Drug Marketing
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.
This article summarizes a presentation from that conference and discusses how medical device marketing to consumers and physicians is different than Rx drug marketing. While some device marketing campaigns take a page from the Rx arena, there are difficulties and roadblocks ahead and these are also summarized in this article.
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Moving the Needle on Adherence
Both the financial and social implications of non-compliance were the subjects of the recent 7th Annual Forum on Patient Compliance, Adherence and Persistency. This article presents highlights and case studies from this forum..
New Media Privacy Issues & Online Health Marketing
Privacy Groups Focus on the Pharmaceutical Industry
Recently, online privacy issues have been in the news as Congress exams whether it should enact legislation requiring a do-not-track function in Web browsers to allow consumers to opt out of the extensive data collection by Internet companies. This article is a summary of A Center for Digital Democracy complaint filed with the FTC and a review of the issues. The article also includes a compilation of more than two dozen 'innovative" online marketing products/solutions mentioned in the complaint.
There are few new blockbusters on the horizon and many profitable drugs are coming off patent. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance.
Return on DTC investment is decreasing and in the post-Vioxx marketing environment in which pharma marketers find themselves, there is a call for less advertising and more education. There are several new strategies and solutions available to pharmaceutical marketers that are designed to increase the education quotient of pharma marketing communications. One such solution is wireless Webpad developed by Phreesia for deployment in doctors' offices.
eDrugSearch has expanded its mission by unveiling its own Health 2.0 venture: the eDrugSearch.com Community, which is a new social network for prescription drug consumers. The eDrugSearch.com Community hopes to help members make choices that save them money, and keep them safe, when buying drugs online.
This articles reviews some of the features of this new Health 2.0 Web site.
This article discusses the potential pitfalls, regulatory issues, and best practices regarding the use of real patient testimonials based on comments collected from a recent survey of readers and other experts.
"Pharmaceutical companies that market treatments for conditions requiring diet management can provide educational and value added tools as a featured aspect of their marketing campaigns," said Ami Assayag, CEO, Specialty Diets, Inc., developer of the web-based medical diet management platform ForMyDiet™.
Risk Mitigation and Its Impact on Pharma Marketing
Appropriate Use Benefits After Launch
Risk management, REMS, danger management of your product's life cycle, whatever you call it, all are crucial to brand managers and marketing executives. In this article, Jeff Fetterman, President and CEO of ParagonRx, summarizes his ideas about how to develop a REMS that can be a win-win-win situation for you, your product, and the patient.
This article describes a new health awareness initiative intended to reach African Americans via churches and health ministries in an effort to alert this community to their heightened risk for life-threatening conditions such as high blood pressure, diabetes and much more.
If you have questions about the 'dos & don'ts' and 'pros & cons' of using medical and non-medical mouthpieces for pharma PR and DTC advertising, this article provides some answers and opinions based on interviews of experts with years of experience in this area.
Disease management is a complex process for pharmaceutical manufacturers, but Internet-based programs can help drive market share, sales growth, and patient compliance.
Cedric Tuck-Sherman, director of eBusiness for Baxter BioScience, discussed his company's experience with creating and managing a web-based therapy management program for chronic diseases during a recent Patient Persistence, Compliance and Education seminar sponsored by EyeforPharma.
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Case Studies and Reviews featuring innovative Products and Services for Pharmaceutical Marketing and Sales. Presents Practical Solutions from leading vendors and suppliers.
Pharma Marketing News is the periodic electronic newsletter of the Pharma
Marketing Network (www.pharma-mkting.com). Pharma Marketing Network
is an exclusive marketing information resource and communications
network for pharmaceutical marketing professionals.
Each issue of Pharma Marketing News is packed with facts,
opinions, and case studies based upon interviews with experts in
the field of pharmaceutical marketing. Highlights of presentations
from industry conferences and links to references help subscribers keep up to date on best
practices and network with their peers.
