April 2013 Issue of MMM

April 2013 Issue of MMM

APRIL 2013 issue

Editor's Desk

Draining the bathwater

The fact that Pfizer cut DTC spend by 30% and kept the top spot tells its own story


Direct-to-Consumer Report: DTC Drain

Consumer ad spend plunged in 2012, as the ranks of mass-market blockbusters thinned and marketers turned from TV toward digital. But the DTC debate rages ...

MM&M's Best DTC Ads Ever

The days of 350-million-dollar TV spending may be gone, but top DTC campaigns must still be tied to unique insights. And, as Deborah Dick-Rath finds, ...

Clinical Research: Trials & Tribulations

Social, mobile or cloud-based technologies may take some getting used to for clinical investigators. But the need to trim the time and cost of R&D ...

Orphan Diseases: Rare Rivalry

With two drugs for one ultra-orphan disease—Kynamro and Juxtapid—getting FDA's nod a month apart, intense competition is in the cards. Tanya Lewis looks at their ...

Headliner: Kevin Rigby, Novartis Pharmaceuticals

Kevin Rigby, VP/US country head of public affairs, Novartis Pharmaceuticals

Therapeutic Focus

Therapeutic Focus 2013: Respiratory

As specialty drugs enter the respiratory market, alongside successors to current blockbusters, Noah Pines looks at how big pharma aspires to sustain sales, and how ...

Vantage Point

Vantage Point: Another look at marketing data

"External drivers" can have a significant impact on determining the answer to your marketing question


Antidote: Zithromax

The media's hyperbolic reaction to an FDA warning on Zithromax manages to both unduly frighten patients and skirt the real problem—the overuse of antibiotics

In Focus

Sequester cuts could slow FDA for years

With sequester cuts taking effect at FDA and no sign of a deal to end them in sight, it's certain the approvals process will slow ...

Professional Marketing

Summit turns spotlight on MD needs

A panel at the New York ePharma Summit discussed the split between doctors' needs and pharma's agenda

Med students say they're gift-resisitant, but peers aren't

A study finds that many medical students and residents feel confident that they can accept gifts from the pharmaceutical industry and remain unbiased—although they aren't ...

Professional Marketing briefs: April 2013

News on Mylan, Royalty Pharma and Roche

Med Ed Report

ProPublica: firms paid $2B+ to docs

ProPublica's Dollars for Docs database shows many firms continue to utilize physician speakers for non-CME product-related talks and consulting.

CV, asthma brands take meeting lead

Although a popular part of the mix for some brands, meetings drew fewer dollars from pharma's coffers last year, according to research.

UK panel acquits Roche staffers

A panel following up on an anonymous complaint to UK industry self-policing arm PCMPA ruled for Roche in a case alleging inappropriate behavior at an ...

Med Ed Report briefs: April 2013

News on Pri-Med, Exhibitor magazine, Boehringer Ingelheim, QPharma and Elsevier

Professional Media

After merger, AANP has two journals

Members of newly formed American Association of Nurse Pracitioners will receive the journals of both groups that merged to form it

JAMA increases its mobile reach with Network Reader

Medical publisher and news source JAMA Network's latest launch—the JAMA Network Reader—is finding new ways to engage readers and advertisers

Professional Media briefs: April 2013

News on Wiley, Journal of the Academy of Nutrition and Dietetics, and the American Psychiatric Nurses Association

Partner Forum

How can DTC break new ground?

What device and/or diagnostic marketing advances will emerge in DTC, and how should such companies experiment with media?

Digital Media

Consumers drive Pfizer mobile push

Consumer demand was a key drive of Pfizer's push into mobile

Havas Life NY finds a new leader in WebMD's Gemmell

Havas has hired a longtime WebMD exec to lead Havas Life New York.

Digital Media briefs: April 2013

News on Healthline, MarketsandMarkets, Merck Serono, GSW and Trinity Pharma

Consumer Marketing

Dendreon calls in air reinforcements to support Provenge

Dendreon is readying a $5 million-per-quarter "targeted" DTC advertising campaign for Provenge.

DDR on DTC: Axiron

The new campaign for Lilly's low testosterone treatment, Axiron, is a classic in both form and execution.

Deen is fronting Novo contest

Paula Deen is making the media rounds again, and this time she has a tale of weight loss to tell.

Marketing Research

IMS Health acquires SaaS firm Appature

Healthcare data and analytics giant IMS Health bought Seattle-based software-as-a-service (SaaS) company Appature.

NYU launches degree in data science

New York University is forming a Center for Data Science, plus a master's-level degree program to prepare the next generation of data professionals

Agency Business

McCann forges Hispanic partnership

McCann HumanCare is adding to its presence in Hispanic and multicultural marketing through a partnership with sister agency Casanova Pendrill dubbed HumanCareHSP.

Team of Wishbone veterans hang out a new shingle

Medical agency Wishbone was acquired years ago, but its leadership team is coming out of retirement with a new venture, dubbed Calcium.

Agency Business briefs: April 2013

News on Saatchi & Saatchi Wellness, Republica and Havas Health

Beltway Insider

As I See It: the Sunshine Act

People in the industry must be worried about the type of care doctors are now giving

Drug quality is FDA's top 2013 priority: Hamburg

FDA commissioner Margaret Hamburg is urging the pharmaceutical industry to improve manufacturing quality

"Conditional approval" draws dissent

The idea of scaling back premarket clinical trials comes under fire


Reaching doctors where they want to be engaged

Provider messaging that happens near the point of care has many potential benefits

A reality checklist for winning the app revolution

Companies have moved to bring nearly every aspect of drug marketing to mobile platforms

Private View

Private View: Combining advertising with humor

When a solution to a manageable condition is combined with an inspirational consumer insight, healthcare marketing can deliver a laugh along with an indelible message

Upward Move

Upward Move: Raymond Hill

Raymond Hill, President, inVentiv Clinical

At Work With

At Work With: Doug Jordan

Doug Jordan, EVP, managing director, Mosaic Managed Markets


People Moves: April 2013

Manufacturer, agency and research promotions and hires

Back Talk

Learning from BlackBerry

Apple picked up on what customers truly wanted, a more holistic experience

Skill Sets (advertising section)