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Pharmaceutical Executive May 1, 2007 Diane West	Spend Trends 2007: Hang 10 Direct-to-Consumer Advertising Hits Its First Decade: Dr. Dot-Com... Digital Detailing... etc.
Pharmaceutical Executive September 1, 2010	To Brand or Not to Brand? The effectiveness of direct-to-consumer prescription advertising hinges on a consumer's thirst for information. A new study intimates the less info consumers are given up front, the more they seem willing to learn.
Pharmaceutical Executive May 1, 2009	Ad(Ventures) in Pharmaland Despite the downside in ad spend, an upside remains in the digital space that's wide open for exploration.
Pharmaceutical Executive October 1, 2010	Optimizing TV Advertising Placements & Results Brand managers choosing to advertise an anti-depressant on "Criminal Minds" may not be making the best choice. New methodologies reveal "Law & Order: Special Victims Unit" along with "The Bachelor" to be shows favored by depressives.
Pharmaceutical Executive October 1, 2006 Gary Norman	Direct to Consumer: If These Walls Had Ears New research shows how DTC affects patients' conversations with physicians.
Pharmaceutical Executive August 1, 2011 Jennifer Ringler	The Adherence Fight: A TKO? Why does the match against medicines compliance always seem to end in an easy knockout?
Pharmaceutical Executive November 1, 2011	Europe Tackles 'Advertising in Disguise' Fears The EC's latest proposals have thrown water on Europe's fiery Direct-to-Consumer advertising debate. But is it enough to keep the flames at bay?
Pharmaceutical Executive July 3, 2007	Direct to Consumer: The Secret of My Success Pharmaceutical industry experts sound off on the methods behind an award-winning ad and how the next great direct-to-consumer campaign will come about.
Pharmaceutical Executive May 1, 2005 Diane West	Media Spend Trends: Changing Lanes You've got their attention---now what? Pharma marketing analysts predict a spending shift from branded direct-to-consumer efforts to more disease awareness and corporate reputation promotions.
Managed Care March 2005 Martin Sipkoff	Direct-to-Consumer Ads Garner Mixed Outcomes DTC advertising's reputation as a bully may be largely overstated. There's little evidence that sales of specific drugs increase, and there may be some benefit.
Pharmaceutical Executive July 30, 2007	Direct to Consumer: Creativity Through Understanding Creative consumer campaigns begin with a clear understanding of pharma rules and regulations.
Pharmaceutical Executive September 1, 2012 Al Topin	Doctors' Words No Longer Gospel In the digital age, physicians don't call the shots when it comes to healthcare guidance. Marketers must appeal to multiple sources in seeking ways to garner patient adherence and loyalty.
Pharmaceutical Executive August 1, 2008 George Koroneos	Hard of (Ad)hering Companies have responded to declining profits with a proliferation of patient compliance programs. But where is pharma in this paradigm shift?
Pharmaceutical Executive January 1, 2013 Al Topin	The Doctor-Patient Disconnect Doctor-patient conversations aren't always what we think; this basic interaction represents both a problem and an opportunity for today's drug marketers, says the author.
Pharmaceutical Executive June 1, 2007 Stan Bernard	Consumerization: Pandora's Pillbox By going direct-to-consumer, the industry unwittingly unleashed a swarm of opportunities for other players to enter the pharmaceutical fray. And they made the most of it. Now, a decade later, pharma is feeling the fallout in consumer trust and product value. It's time to take back control.
Pharmaceutical Executive March 1, 2013 Al Topin	Less Selling, More Time What can happen when pharmaceutical reps focus on the physician-patient conversation?
Pharmaceutical Executive May 1, 2006 Stephen Wray	Alternative Media: Interactive=Integration Interactive technology allows marketers to keep up with the demands of both physicians and consumers.
Pharmaceutical Executive February 1, 2012 Sarah Krug	Introducing the 'Chief Patient Officer' Now is the time for pharma companies to appoint a Chief Patient Officer, a new position designed to build an accord around patient trust.
Pharmaceutical Executive April 1, 2006 Diane West	Media Spend Trends: Change the Channel Drug marketers still spend lots of money. But they aim at PhRMA loopholes.
Pharmaceutical Executive July 1, 2011 Cabacungan & Clark	New Ways to Gain New Brand Insights If you can learn to understand patient and physician behavior, you are well on your way to strengthening the position of your product.
Pharmaceutical Executive June 1, 2012 Amy Smith	Marketing: Medical Devices vs. Pharma Understanding the differences between drug and device marketing can make or break the brand's promotional activities.
Managed Care February 2001 Christopher M. Dezii	Persistence With Drug Therapy A practical approach using administrative claims data...
Pharmaceutical Executive December 1, 2011 William Looney	The Medicines Adherence Challenge Keeping skittish patients on their medicines ought to be a strategic priority for Big Pharma, but is it? An expert round table examines how best to make progress and agree on some practical steps for incorporation in the campaign agenda.
Pharmaceutical Executive February 1, 2007	Marketing to Professionals: Resource Allocation A Stanford professor schools pharma on professional marketing.
Pharmaceutical Executive July 3, 2007 Jessica DiPaolo	Toolkit: Good Tailoring Does your marketing campaign reach the huddled masses of frustrated or illiterate healthcare consumers?
Managed Care June 2007 Lola Butcher	What the Devil Is Information Therapy? Welcome to information therapy, the practice of providing more and better information to patients so they can contribute more to their healing.
Pharmaceutical Executive June 1, 2014 Ben Comer	Take as Directed: From Force to Finesse in Promoting Adherence Healthcare players tout patient education and engagement as the keys to better drug adherence rates. Patients agree, as long as that translates to convenient and affordable access to therapy.
Pharmaceutical Executive October 1, 2011	Arming up for the Digital Revolution As a longtime advocate of new approaches to meeting customer needs in pharma, Martin Wygod sees the biggest change as the coming growth of digital platforms as the principal source of information and communication in healthcare.
Pharmaceutical Executive February 1, 2014 Anbil et al.	Managed Markets: Positioning Your Product For Success with Pull Through Strategies A patient-centric approach to drug development delivers the benefits that actually create value
Pharmaceutical Executive January 1, 2012 Elys Roberts & Sarah Phillips	The Emergence of the Pro-Patient How can pharma embrace and interact with increasingly informed and demanding patients to bring positive outcomes for all?
Pharmaceutical Executive December 1, 2005 Patrick Clinton	PharmExec's 2006 Forecast The 2006 pharmaceutical industry is under assault from Congress, the press and the public, add a complex government program that will unimaginably change industry economics, and subtract revenues from off-patent products.
Pharmaceutical Executive March 3, 2014 Mason Tenaglia	The New Metrics of Market Success Profitability now depends on metrics to help companies answer a key strategic question: "stay the course" with more investment in sales and marketing? Or "stand down" and deploy those scarce assets somewhere else?
Bio-IT World March 2006 Charles Firneno	Physician Portals Fill the Gap Multifunctional physician/patient portals can provide insight into value and product performance issues. Such insight can be combined with medical claims and pharmacy data as well as with blinded safety data to provide an organic view of product performance.
Pharmaceutical Executive October 1, 2012 Gregg DiPietro	Reforming Pharma Marketing With respect to targeting, positioning, and launching new drugs, the ACA reform stands for Adjust, Change, and Adapt.
Pharmaceutical Executive April 1, 2006 Howard Steinberg	Alternative Media: TV's Targeted Comeback Educational TV programming provides a new channel of information for disease sufferers.
Pharmaceutical Executive May 1, 2005 Kathy Kastner	Direct to Consumer: Information vs. Education Although the pharma industry is good at providing information, it has not yet learned how to transform it into reliable education. If pharma marketers can initiate that transformation, they will grab a significant opportunity to connect with consumers.
Pharmaceutical Executive April 1, 2014 William Looney	The Trials of Commerce Four commercial line executives serve as our jury of peers on what's in store for the future of pharma, and discuss the changing criteria for market success, from drugs to consumer products to vaccines.
Pharmaceutical Executive May 1, 2006 Gary Norman	Direct to Consumer: Hit 'Em Where It Helps In-Store Pharma Promotions Capture Brand Interest: In-store campaigns are able to extend the reach and value of a pharma ad campaign. They add impressions while communicating more detailed brand messages to target audiences.
Pharmaceutical Executive July 1, 2009 Patrick Clinton	What to Buy In the long run, pharma wants to sell health, not just drugs.
Pharmaceutical Executive March 1, 2013 Bonifant & Setrakianis	Test and Learn: Making Confident Decisions on the Commercial Side Companies that adopt this new methodology will have a longstanding competitive advantage over those companies conducting business as usual.
Pharmaceutical Executive September 1, 2005 Charlene Prounis	Marketing to Professionals: Doctor-Patient Communication Improving doctor-patient relations can lead to increased patient compliance.
Pharmaceutical Executive June 1, 2006 Philip A. George	Alternative Media: Online Med Sites Gain Patient Trust Pharma could benefit from a little less TV.
Pharmaceutical Executive April 1, 2009 Marcee Nelson	Ten Minutes to Connect What women are looking for in their physician's office is less consultation and more conversation.
Pharmaceutical Executive March 1, 2012 Ringler & Comer	The (Life) Science of Digital Connections Making real connections that resonate with audiences in a digital world is a fine art, especially in the heavily regulated world of Big Pharma
Pharmaceutical Executive September 1, 2011 Richard Barker	Innovating Around Innovation The former Director General of ABPI, proposes a new agenda on how to restore public confidence in the value behind science.
Pharmaceutical Executive October 1, 2005 Alana Klein	Ad Agencies to the Rescue Faced with strict guidelines and regulatory pressures over advertising, pharmaceutical clients are looking to their agencies for support and guidance.
Pharmaceutical Executive January 1, 2006 Gene Guselli	Marketing to Professionals: The Power of Positive Feedback Boost doctors' confidence in your brand by validating their prescription decisions.
Pharmaceutical Executive June 1, 2007 George Koroneos	Direct to Consumer: A Dream Campaign Takeda's Rozerem ads aren't just fun. They're a new paradigm for insomnia treatment.
Pharmaceutical Executive September 1, 2005 Mittman & Secor	Direct to Consumer: Perpetuating Prescribing Myths Misleading language in direct to consumer drug ads leads to patient confusion and the frustration of nurse practitioners and physician assistants.
Pharmaceutical Executive November 1, 2005 Peter Pitts	Opinion: It's All Relative PhRMA's new voluntary guidelines are about much more than direct-to-consumer advertising - and they're not really voluntary.