Media Mix Articles - Pharmaceutical Executive

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Media Mix Articles

PR: Simplify the Search

September 1, 2004

There is a difference in focus: Product and PR pros are typically interested in science, patients, and appropriate use of the drug. Procurement departments look at agency selection based on cost and deliverables.

Marketing to Professionals: Reps and Health Literacy

September 1, 2004

Research shows that consumers retain more information with visual aids, and when providers write on a prescription pad "Get active for 30 minutes three times each week," patients take it more seriously.

Alternative Media: Drugs on Film

September 1, 2004

Taking a product OTC requires ultra-heavy marketing efforts because Rx-to-OTC drugs are generally unknown to consumers. Product placement can launch the brand into the cultural mainstream very rapidly.

DTC: What's in a Name?

September 1, 2004

A safety record, expertise, professionalism, and reputation are all part of a corporate brand. These elements can prepare the market for a drug long before its launch.

Sales Management: Sales Growth, For What?

September 1, 2004

Market events such as major new product launches and withdrawals have the most short-term effect on performance metrics.

Psychographic Demonstration

January 1, 2004

Dr. Osler's famous phrase, "It is much more important to know what sort of patient has a disease than what sort of disease a person has," may be debatable medical advice, but its wisdom for pharma marketers is beyond doubt. These days, understanding patients and physicians is essential to pharma's health. The problem is: How do you sort them to know what sort they are?

The Richer We Get

December 1, 2003

Healthcare costs are out of control." "The rate of growth of healthcare spending is unsustainable." We have all heard or read claims like those hundreds of times over the last 30 years-not just in the United States but also in many other countries.

On the Web: If You're Not Everywhere, You're Nowhere

December 1, 2003

Pharma companies and their brand managers recognize the value of having online channels to consumers. But do consumers get the messages that companies send through their websites? Unless product teams adapt their internet communication strategies to the way people search for health information, the answer may be: "Not as frequently as you might think."

Keep It SIMPLE

November 1, 2003

The internet has grown to the point that it reaches consumers at most socioeconomic levels, expanding the market and creating new opportunities for pharma. According to Paulo Costa, Novartis' CEO and president, that means the industry must do all it can to meet the increasingly sophisticated needs of millions of e-health consumers-and the millions more that they influence.

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