While the debate rages whether reform should be immediate or incremental in the Obama administration, the stage is set for some landmark battles. Nancy Hicks reports on both sides
Santarus had quite a marketing challenge when it sought to promote its heartburn medication in a crowded marketplace. Luckily for the specialty pharma company, big-brand budgets are not always necessary to compete in the interactive space. Peter Nalen and Jennifer Lundberg report
In just over two years, Everyday Health, the flagship property of Waterfront Media, has risen to prominence in the crowded online consumer health arena.
The FDA is weighing requiring DTC TV ads to carry a toll-free number for adverse events reports and is surveying 1,600 consumers to find out what they think, the Associated Press reported.
Consumer advertising “was the single worst decision for the industry,” according to Roche Pharmaceuticals CEO William Burns at a conference in London early last month.
Spending on DTC launch campaigns dropped this year as companies waited longer to market fewer new drugs with more limited indications, said a TNS Media Intelligence report.
The way Tom Roberts sees it, if you’re going to call yourself the epilepsy company, you better be accountable; and you better make sure that you do right by patients.
MM&M All-Stars Large Pharma Marketing Team: Crestor
Crestor has had the science on its side, but the brand has also benefited from savvy marketing, helping to vault sales of the drug 19% for the first half of 2008, according to IMS Health.
MM&M All-Stars Company of the Year: Johnson & Johnson
At a time when many pure pharmas are struggling and integration is the marketing buzzword du jour, Johnson & Johnson is steaming along with a diversified business and a decentralized structure that fosters innovation in marketing.
Digitas Health has grown by more than 40% in each of the last two years since being acquired by Publicis-owned Digitas, but the former Medical Broadcast Company doesn’t view digital as merely an appendage to medical marketing.
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MM+M Transform: The Patient, Provider and Payer Engagement Matrix