With all the buzz over Web 2.0 and social media, are pharma marketers losing sight of interactive fundamentals like SEO and old-fashioned banner ads? Is it time to get back to basics?

Effective patient marketing campaigns utilize traditional DTC as well as social networks and other emerging media online. How do marketers find the right media balance?

Professional media planners and buyers are increasingly called upon to provide solid ROI in a space where quantifiable metrics are difficult to obtain. What are some of the ways to justify placements across a disparate media environment?

With fewer big, mass-market brands and pharmaceutical companies seeking cost savings all around, will video-on-demand (VOD) and other more targeted cable advertising vehicles sap spending on network TV?

As the majority of the top pharmaceutical companies find themselves downsizing their sales forces, how will those professional marketing dollars be reallocated?

PERQ/HCI data suggest that the slowdown in journal ad sales is hitting both medical-surgical journals and specialty titles as the professional ad spend fell again in 2007. What's behind the slide in spending? How can journals hold their ground?

For the first three quarters of 2007, pharmaceutical firms' spending on newspaper advertising plummeted, to $57 million from $84 million for the same period in 2006. Why is newspaper spend drying up?

With network upfronts slated to occur in May, buyers and planners in the pharma space will consider TV spending for the coming programming season. Given the volatility in the market, what should the current upfront model be for pharma?

Pharma companies that advertise on TV have an eye on the writers' strike, which has hampered Hollywood's ability to churn out new shows and may have accelerated the ratings slide. How has the walkout affected pharma advertising?

Many primary care journals have gotten dangerously thin this year, with some major medical publishers folding pharma ad revenue-dependent titles or putting them up for sale.