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. 

THIS MONTH'S CONSUMER NEWS

Coach vs. cancer in BMS-backed awareness effort

Former Steelers coach Bill Cowher is fronting a Bristol-Myers Squibb-backed Melanoma Exposed awareness campaign.
 

RX-to-OTC proposal gets mixed reviews

Industry and physician groups expressed wary support for the FDA's "new paradigm" drug proposal, which would create a nonprescription "Behind the Counter" class of drugs available through pharmacists.
 

Pre-op videos may ease recovery for cancer patients: study

What-to-expect videos were associated with lower rates of pain and increased surgery satisfaction, according to a study that focused on cancer patients.
 

Pfizer, Crestor tops for global promotional spend in 2011

Total global pharma promotional spending fell 3.4% to $92.2 billion in 2011, according to Cegedim Strategic Data, led by a 4.7% decline in detailing spend.
 

Co-pay cards and coupons sway 2 million US seniors, study says

The National Coalition on Health Care took aim at co-pay cards and coupons with a report suggesting that they might push 2 million US seniors to opt for more expensive branded drugs over generics.
 

Consumers getting comfortable with social media as a health resource

Around a third of US adults use social media as a health resource, according to a survey by PricewaterhouseCoopers - whether seeking out medical info, sharing symptoms and experiences or rating drugs, devices, doctors, hospitals and health plans.
 

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FROM THE MAGAZINE

Headliner: Hayes' open-door policy opens doors

Tim Hayes, President, Bayer HealthCare Consumer Care North America
 

Product Communications: When Love Is Blind

Getting too enamored of products can lead to losing sight of customer needs. Fred Kinch on how to avoid being blinded by product devotion
 

BI puts non-profit at the wheel of COPD campaign

Boehringer Ingelheim is handing over the keys to its public health initiative, Drive4COPD, to the non-profit COPD Foundation.
 

GSK puts increased effort behind its social-media profile

GlaxoSmithKline is souping up its social-media monitoring with a strategy it says will create processes standard enough to streamline communications, but flexible enough to meet local requirements.
 

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
 

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Paul Werth Associates is an independent, full-service communications firm that helps clients build brands, enhance reputations, and shape public policies. For five decades, Werth has been guiding clients navigate the changing tides of economic, social and marketing conditions. Our affiliation with the MSLGROUP enables us to offer clients global reach.

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