Allergan promotes Lap Band System on TV
Allergan launched DTC TV ads to promote its Lap Band System as an alternative to gastric bypass surgery.
Print Issue: January 01, 2007
Levin named director of DTC at AbelsonTaylor
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
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
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
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
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
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
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
“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
Online marketing has become an important driver of consumer traffic to prescription drug Web sites, results from a recent study indicate.
