Campaigns with character The most memorable pharmaceutical ads build on enduring and iconic imagery that forms the foundation of an integrated campaign. By Steven Niles
To the Point Mind that matters By Christiane Truelove
1O DTC pitfalls By avoiding 10 costly pitfalls, pharmaceutical marketers can improve the competitiveness of their direct-to-consumer campaigns. By Ellen Hoenig-Carlson, president, AdvanceMarketWoRx
Moving pictures The growing popularity of online video is driving pharmaceutical marketers and ad agencies to work out new ways to engage patients and consumers on the Internet. By Joshua Slatko
Sales & Marketing The American public has a generally positive view of pharmaceutical products, but a more mixed opinion of the companies that develop and produce them. By Joshua Slatko
Pharma Business To accelerate and refocus the company’s pipeline and capture new opportunities for global growth, Pfizer Inc. Chairman and CEO Jeffrey Kindler and his leadership team have developed several new strategies. By Steven Niles
People on the Move A new VP at Pfizer Inc., William Ringo, is focusing on guiding the company’s overall strategic planning and business development activities. By Gina-Louise Monari
Adwise Compass Healthcare Communications has launched Brand BodyGuard, a new program designed to protect brands from negative or inaccurate information that shows up in search engine results. By Gina-Louise Monari
e-marketing GlaxoSmithKline has launched the Center for Value-Based Health Management, an online resource for employers and others interested in improving the health of their work force while lowering overall healthcare costs. By Joshua Slatko
FDA Files FDA has received approval from the U.S. State Department to establish eight full-time permanent FDA positions at U.S. diplomatic posts in the People’s Republic of China. By Steven Niles
Drug Approvals Abbott Laboratories has received two new U.S. approvals for Humira: for the treatment of adult patients with moderate-to-severe chronic plaque psoriasis and for children suffering from polyarticular juvenile idiopathic arthritis. By Gina-Louise Monari
DTC Advertising and the New Media Is the pharmaceutical industry prepared to reach media-savvy consumers? By Morris S. Whitcup, Ph.D., and Magdalena Schoeneich
Hard to predict A variety of research techniques exist to help increase the level of certainty that a campaign will achieve its goals and objectives. Virtually all the research techniques available have value provided their underlying limitations and assumptions are fully understood. Mark Thompson, VP, senior brand planner, Palio (palio.com), an inVentiv Health company, explores the challenges of two popular techniques.
Ad icons in pharmaceutical DTC Scott Hansen, VP, creative group director DTC, AbelsonTaylor Inc. (abelsontaylor.com), looks back at the history of iconic characters in consumer marketing and their gradual introduction into the pharmaceutical arena.
Characters have advantages in online world Med Ad News spoke with Debrianna Obara, VP, media, with the Philadelphia office of Avenue A | Razorfish (avenuea-razorfish.com) about the importance of memorable creative in the development of digital messaging.
Video stars The leaders of several pharmaceutical advertising agencies discuss the work they have done with online video and how their agencies are planning to use the medium in the future.
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