The MM&M Consumer Monthly delivers all the latest news and updates on healthcare consumer marketing and media direct to subscribers, providing a valuable and timely information resource for the busy marketer. To access the full text, simply click the headline. 



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LATEST NEWS

Advertising as dating game: It's the brand.com where things get serious

A survey by Yahoo! and advertising giant BBDO says advertisers need to raise their game in "owned media" like brand.com sites to woo consumers.
 

Merck web widget points to future adherence fix

Asking consumers to gauge their risk for non-adherence, Merck is deploying a one-minute survey dubbed the Adherence Estimator that may be the way forward for keeping patients on-treatment.
 

Social engagement, patient dialogue among reasons pharmas kept Facebook pages after open wall policy

After Facebook's decision on August 15 to enforce open walls on the social networking site's pharma pages, companies were left with two options: to close down their pages altogether, or to allow the public to openly comment on their products.
 

FROM THE MAGAZINE

Tailor-Made Marketing

Aided by the digital revolution, patient marketing programs get increasingly personal, with more customization aimed at differentiating products and keeping patients on therapy, Matthew Arnold reports
 

Who's Really Putting Patients First?

"Patient-centric" may be the buzz, but who's really inspiring better health choices? Alyson Connor shares findings from the behaviorists at MicroMass Communications
 

Manilow helps 'Get Back in Rhythm' target AFib

Sanofi US has teamed up with crooner Barry Manilow in kicking off a national awareness campaign for atrial fibrillation (AFib) called "Get Back in Rhythm."
 

DDR on DTC: Viagra

Viagra's new DTC campaign is an engaging piece of advertising that refreshes the brand.
 

CMIO is named, a first for AT&T

AT&T names Geeta Nayyar, MD its first-ever chief medical information officer.
 

Lipitor.com's lack of risk info spurs Bad Ad complaint

Pfizer's Lipitor website touted the efficacy of Caduet, Chantix and Norvasc but the site failed to balance those claims by providing any risk information for the drugs, according to an "untitled letter" from the FDA's Division of Drug Marketing, Advertising and Communication (DDMAC).
 

Special Reports

DTC Report: Code Red for DTC?

DTC spending continues to slide, and with many of the blockbuster drugs that have sustained it over the past decade set to lose patent protection, the print-and-TV-advertising formula seems sure to go with it
 

Patient Marketing Report: Thinking Past the Pill

Pfizer is investing heavily in adherence, putting patient support programs on equal footing with some of its drugs, Matthew Arnold reports
 

Socialution: The Evolution of Social Media

Social media has gotten so big so fast, and healthcare, has lagged behind. Larry Mickelberg traces its evolution and explains how not to get left behind again
 

Global Report: Advertising that Travels

Languages, cultures and federal regulations aside, is marketing pharmaceutical products outside of the US all that different? Ben Comer talks global strategy with the experts
 

Advertitis: The Search for a Cure

All too often in pharmaceutical advertising, somewhere between the initial idea and the finished product, the communication—and the originality—disappears. Ross Thomson and Craig Sponseller, MD, explain why it's essential for creative and medical to work seamlessly together
 

The Age of Engagement

There's more to patient programs than simply telling folks what to do. Ben Comer looks at ways to drive actions
 

Making Marketing Dollars Count: Made to Measure

In an age of accountability, where every dollar counts, Deborah Dick-Rath talks to industry insiders about how they can make a measurable difference in their marketing mix
 

2011/12 Pharmaceutical Marketers Directory


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