Print Issue: January 01, 2007

Allergan promotes Lap Band System on TV
Allergan promotes Lap Band System on TV
January 1, 2007
5:00 am

Allergan launched DTC TV ads to promote its Lap Band System as an alternative to gastric bypass surgery.

Levin named director of DTC at AbelsonTaylor
Levin named director of DTC at AbelsonTaylor
January 1, 2007
5:00 am

AbelsonTaylor named David Levin director of DTC. Levin, who was previously VP account director at Draft, reports to SVP and director of client services Jay Carter.

Moth tops most-recalled drug TV ads
Moth tops most-recalled drug TV ads
Matthew Arnold
Stephen McGuire
January 1, 2007
5:00 am

Two ads for Lunesta’s Sepracor ranked as the most-recalled new prescription drug spots of 2006, followed by two spots for Novartis’ Zelnorm, according to a survey by IAG Research.

Agency pledges focus on post-market safety info
Agency pledges focus on post-market safety info
James G. Dickinson
January 1, 2007
5:00 am

The FDA says drug safety improvements at the agency will focus on the quality of post-market safety information received, new analytical tools and approaches for evaluating this information, and effective public communication about emerging risks—according to a speech by deputy commissioner for medical and scientific affairs Scott Gottlieb.

Exploring alternate media avenues
Exploring alternate media avenues
Marc Iskowitz
January 1, 2007
5:00 am

Outdoor and place-based advertising are increasingly employed to market prescription drugs. When and how should marketers use out-of-home advertising to promote Rx brands, and what kind of ROI should they expect?

Top Lunesta marketer leaves Sepracor
Top Lunesta marketer leaves Sepracor
Matthew Arnold
January 1, 2007
5:00 am

Tim Healey, the marketer who helped Sepracor reap first-year Lunesta sales of $465 million with an unparalleled DTC campaign, has jumped ship and joined a small nanoparticle company.

PR View by Mark Senak
PR View by Mark Senak
Mark Senak
January 1, 2007
5:00 am

If you’re living under a rock, you may have missed the explosion in new media dramatically impacting mass communications. We’re talking about blogs, video downloading, vlogs, podcasts and the like.

Survey: Local TV, newspapers still rule
Survey: Local TV, newspapers still rule
Matthew Arnold
January 1, 2007
5:00 am

A survey of consumer media habits suggests that local newspapers and TV news still rule the roost, though consumers are increasingly turning to blogs and other new media for information, and companies utilize these channels poorly.

AstraZeneca debuts new patient assistance effort
AstraZeneca debuts new patient assistance effort
Marc Iskowitz
January 1, 2007
5:00 am

“Healthcare for people” is the slogan used in a new ad from AstraZeneca, part of a national push to draw attention to the firm’s patient-assistance efforts.

E-marketing drives Rx site traffic: study
E-marketing drives Rx site traffic: study
Stephen McGuire
January 1, 2007
5:00 am

Online marketing has become an important driver of consumer traffic to prescription drug Web sites, results from a recent study indicate.

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