As the pharmaceutical industry embarks on a dramatic shift from "selling pills" to "selling better health outcomes," drug manufacturers are increasingly focused on improving adherence to therapy and supporting patient wellness.

Experts from pharma marketing and interactive advertising will look at what makes digital display ads work, exploring some the key elements to achieving campaign objectives and maximizing results, including awareness, brand engagement, specific direct response activity and click through.

Marketers today know the value of one-to-one marketing, but it's difficult to reach your audience on a personal level while still protecting the consumer's right to privacy. The problem is especially acute for pharmaceutical and wellness brands because few topics are as personal and closely guarded as an individual's health.

The critically important interchange between physician and patient yields the decisions that determine pharmaceutical marketing success or failure. Adding to the complexity of this care-focused dynamic are significant influences on patient diagnosis and ultimately the choice of treatment. The physician is influenced to a great extent by external forces including health plan policies, professional guidelines, clinical information, and internally by experience, education, culture, and personal values. Patients are influenced by many of the same with regard to experience, education, culture, and personal values, as well as interest in self management and the impact the disease is having on their lives. This program will explore the means to maximize marketing outcomes, despite the significant forces that impact the critical decisions made, during the physician-patient interchange.

In this special webcast event, experts in the field of pharmaceutical marketing, media and measurement will discuss definitions of campaign effectiveness, how to measure it, how to interpret the data and improve your measurement of ROI, investigate the challenges of measuring campaign effectiveness across different channels, and using case-based studies to explore the merits of self-reported surveys and script-level purchase behavior.

The point at which a patient plans and schedules a visit to their doctor represents a significant window of opportunity for promoting treatment options and maximizing the growth of specific brands. Experts in patient engagement and marketing from the pharmaceutical, agency and media fields discuss pharma's role in priming the pre-visit patient for a more beneficial dialogue with their physician.

Understanding which marketing tactics to deploy through which channels to best reach particular customer segments is a critical challenge to pharma marketers today. Discovering the most effective combination of tactics and channels will allow you to focus your marketing on the tactics that are working for a particular audience segment and readjust future marketing spend to maximize ROI. In Increasing Marketing Efficiency While Maximizing Brand Growth learn how industry experts leverage database marketing in conjunction with promotional optimization modeling to identify a predictive roadmap for their marketing.

In the first of two podcasts, William Jessee, MD, FACMPE, president and CEO of the Medical Group Management Association, talks to MM&M editor in chief James Chase about medical group practice managers and administrators - a decision-making audience that, collectively, purchases over $135 billion a year in products and services.

As the media landscape continues its transformation, pharmaceutical marketers and their partners must develop programs that transcend traditional boundaries and capture the benefits of media integration. But what's the best way to leverage the synergies of print, online and beyond with a consistent message that will drive patients' actions and, ultimately, brand business? Pharmaceutical, agency and media experts offer their insights.Sponsored by Health.com

Experts from the fields of pharma marketing, measurement and consumer media will discuss the challenges facing DTC marketers, and will investigate how best to allocate budgets across consumer channels and measure ROI. Sponsored by WebMD