DTC Advertising - Pharmaceutical Executive

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DTC Advertising
News, commentary, and practical advice on print and broadcast, branded and unbranded advertising targeted at consumers.

Pharm Exec Ad Stars 2012

April 1, 2012

This year's Ad Stars embrace creativity through the eyes of the patients. Ben Comer and Jennifer Ringler report.

Ad Stars 2011

March 1, 2011

Pharm Exec's annual feature applauding the people behind the best of pharma advertising over the past year

The Rx Club

November 1, 2010

The Rx Club Awards have evolved over the years, but the essential 'wow' factor has remained a constant

The New Name of the Game: Adherence

March 1, 2008

Why Big Pharma can no longer afford to treat patient adherence programs as an afterthought

Out of the Black Box: Marketing a Product with a Warning Box

February 1, 2008

A black-box warning needn't spell doom for your product. Here's how to take the good with the bad and end up on top.

Lincoln, Digger, and the Rest of the Gang

January 1, 2008

We asked seven industry experts to talk about today's best (and worst) pharma icons

What Moratorium?

December 1, 2007

There was a large minority of physicians who said they did, in fact, favor a DTC moratorium of some length. So the question is, why didn't it happen?

All Eyes on You

October 1, 2007

For years, advertising agencies have been coaxing people into back rooms at malls to review ads in exchange for a couple of dollars or a lotto ticket. Although this method of gauging ad effectiveness is useful for gathering thoughts about whether an advertisement is liked or disliked by a reader, it doesn't convey the whole story to the ad agency. Marketers want to know things like: Did you read the copy first or look at the photo? Are you distracted by a particular color? How obvious is the risk information? Does this ad have stopping power? Plus, with the mall approach, agencies must factor in the reality that many focus group participants just give the answers marketers want to hear and collect their cash.

Web 2.0—Consumers on Demand

September 1, 2007

For pharma marketers, understanding the on-demand opportunity starts with recognizing that customers are, in many ways, ahead of the industry

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