Media Forum Articles

Will 2012 ad spend go for the gold?

February 01, 2012

For media buyers, 2012 means the "quadrennial" cyclical driver. The Summer Olympics and European Soccer Championship are expected to boost advertising. Will we see more spending in the healthcare sector?
 

Is consolidation the coming thing?

January 01, 2012

Several clients consolidated their advertising and promotion business last year, awarding all-in-one agency-of-record status for franchises, often including media duties. Should we expect more consolidations this year?
 

What's behind print's banner year?

December 01, 2011

Pharma DTC ad spend rose 4% through July 2011, vs. YTD July 2010, according to SDI, with magazine buys up 18%. Why is print up?
 

Will personalization cut ad spending?

November 01, 2011

What are the implications of personalized medicine for media? Do more targeted therapies mean a precipitous drop in ad spend, or will spending migrate to different channels?
 

Is focus on HCPs becoming a trend?

August 15, 2011

Wolters Kluwer Health is divesting its Pharma Solutions unit to focus on apps and journals. Does this move away from an audience of pharmas and medical agencies to focus on HCPs portend a trend or not?
 

What will Google+ mean for pharma?

July 15, 2011

Google tried one-upping its rival when it released a Facebook-esque package of social media features known as Google+. Is this a game changer, and what will it mean for pharma marketers?
 

Where will pharma's web dollars go?

May 13, 2011

This year the healthcare/pharma industry is expected to increase web media spend 13% to $1.2 billion, according to an eMarketer forecast. Where should that spending go?
 

How do CPG alliances aid pharmas?

April 15, 2011

Teva's alliance with P&G should enable the drugmaker to get competitive rates on global media buys for its OTC products. Are there other opportunities for firms to gain media-buying scale by partnering with CPG advertisers?
 

Does new policy hurt transparency?

March 15, 2011

The FDA decided to bar reporters from consulting outside experts about embargoed news. Journalists say this runs counter to FDA's pledge to increase transparency. The agency says otherwise. Is this sound policy?
 

Should journals expand disclosure?

February 14, 2011

In the wake of the insider-trading probe involving Human Genome Sciences, should journals expand disclosure rules for researchers to include ties to the financial community? Due diligence or transparency overkill?
 
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