Monday, June 28, 2010

ePharma Summit: The Healthcare Overhaul—Evaluating What It All Means for the Industry

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will no be presenting a weekly video series featuring all of the sessions from our event. This week we will continue with presentation from Susan Dentzer, Editor in Chief, Health Affairs presenting "The Healthcare Overhaul—Evaluating What It, All Means for the Industry."

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

Wednesday, June 23, 2010

Product, placement, price, and promotion? No longer in Pharma

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Pharma Executive has a recent article detailing the changing landscape of Pharma marketing. Of the four Ps, Pharma marketers really only have control of Product now. Placement, price, and promotion are facing pressures that are out of the hands of the marketers. What are the new Ps of Pharma Marketing? Predictive Modeling, Personalization, Peer-to-Peer, and Participation. Look at an in-depth reveiw of the four new Ps at Pharma Executive.

Monday, June 21, 2010

ePharma Summit: Chairman's Address

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will no be presenting a weekly video series featuring all of the sessions from our event.This week we start off with the opening Chairman’s Address, from Paul Ivans, President, Evolution Road.

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

Thursday, June 17, 2010

The Future of Pharma Marketing

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According to Manhattan research, the future of Pharma Marketing is digital. This is moving away from marketing to the doctors who were the gate keepers of all information. Now with the digital shift moving to consumers having more information and coming to doctors more informed, marketing of the Pharma companies is having to shift to adopt to this. Read the full Manhattan Research Report here.

Tuesday, June 15, 2010

Top 25 DTC Marketers at The Multi Channel Pharma Marketing Conference

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Priya Brooks, one of the keynote speakers at this year's Multi Channel Pharma Marketing Conference was recently named among the Top 25 DTC Marketers. Currently at Bristol-Myers Squibb, she currently works on direct to consumer advertising on the Abilify brand.

Her passion is the business: digging deep to uncover customer insights and to create a strategic foundation, creative platform and communications plan that make a connection with patients and drives response.

We're also delighted to welcome Robert Maresca, who is the Consumer Brand Manager of Symbicort at AstraZeneca.

While working on the Symbicort brand, Maresca has been part of a team that has won a number of AstraZeneca awards, including the Presidential Excellence Award for Brand of the Year and the “Accoladz” award for DTC Advertising. In addition, Symbicort was honored as a MM&M Brand of the Year in 2009. He earned a B.S. degree in pharmacy from the Philadelphia College of Pharmacy and Science and an M.B.A. from Columbia Business School.

See the complete article on the Top 25 DTC Marketers here. The Multi Channel Pharma Marketing Event will take place will be taking place October 13-14, 2010 in Princeton, New Jersey. For more information on the conference, visit our webpage here.

Monday, June 14, 2010

Abbott, Bayer, GlaxoSmithKline & Pfizer gather at Shopper Insights in Action

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Consumer healthcare brands and over the counter medicines are a multi-billion dollar industry. Brand marketers at leading pharmaceutical companies are charged with ensuring their brand pops off the shelf and into the shopper's basket. Understanding consumer and shopper needs is at the heart of delivering the right medical solutions in the right way.

Join Abbott Laboratories, Bayer Healthcare, GlaxoSmithKline & Pfizer Consumer Healthcare and over 400 other best-in-class brands and retailers at the industry's most respected shopper insights event -

Shopper Insights in Action
July 11-14, 2010, Marriott Downtown Magnificent Mile, Chicago, IL
Download the brochure

Featured Consumer Healthcare Perspectives include:
Understanding Trip Segmentation & Shopper Insights to Increase Conversation & Build Traffic
- Mike Pishvanov, Associate Director, Shopper Insights, McNeil Consumer Healthcare
How Customers are Inspiring Brands through the Innovation Process via Online Communities
- GlaxoSmithKline & Communispace

Plus, learn from 100% of the 2010 Best in Shopper Marketing Excellence Brands:
1. UNILEVER: Mike Twitty, Director of Shopper Insights, Americas
2. PROCTER & GAMBLE: Lori Aulfinger, Consumer & Market Knowledge Director of the North America Retail Pillar
3. CONAGRA FOODS: Liz Mohr, Director of Shopper Insights & Analytics
4. KIMBERLY CLARK CORPORATION: Kim Leintz, Senior Manager, Marketing Research
5. NESTLE: Russ Onish, Director of Category Leadership & Shopper Insights
6. CAMPBELL SOUP: will be in attendance
7. CLOROX: will be in attendance
8. PEPSI: Ellen Furuya, VP of Center of Excellence and Michelle Laslo, Senior Manager, Shopper Insights
9. KRAFT FOODS: Autumn McDonald, Director In-Market Testing for Growth
10. THE COCA-COLA COMPANY: Jessica Ellickson, Director of Global Shopper Marketing
11. ABBOTT NUTRITION: will be in attendance
12. HORMEL FOODS (Tied for 12th): Bob Samples, Director of Category Planning & Support along with Bob Pepper, Group Manager of Simple Meals Team
12. Mars, Inc. (Tied for 12th): Marissa Sison, Ph.D., Director of Consumer and Market Insights

With over 50 sessions and more than 75 speakers, Shopper Insights in Action is the world's most comprehensive event focused on why we buy and how to take action. Don't miss out on learning how you can tap into the 360 degree sphere of influence. Download the brochure for full details!

We look forward to seeing you there.

Wednesday, June 9, 2010

What are some of the myths about Pharma Advertising?

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Media Post looks at a several of the assumptions that the general public has when it comes to Pharma marketing:

Claim: Physicians are being pressured into prescribing the medications by their patients unduly influenced by pharma advertising.
Claim: Drug advertising promotes expensive branded drugs when much-lower cost generics are available.
Claim: Drug advertising increases health care costs.
Claim: Drug advertising leads to over-prescribing.

Head over to Media Post to see their responses to these perceptions on Pharma advertising. What other perceptions do you commonly encounter when it comes to Pharma Advertising and the public taking the medications?

Tuesday, June 8, 2010

Do fake online profiles have a place in social networks?

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Recently, ClickZ looked at the strategy the firm Medseek has used to distinguish themselves from others in the Facebook world, a fake online profile that simulates a patient. They created a profile for Sarah Baker, who shares her information about trips to the doctor and uses of electronic applications that allow "her" to better use digital healthcare managing systems. Read the full article at ClickZ.

What is your take on companies creating patients to share their services and inform the public of how to better use them?

Tuesday, June 1, 2010

Why should you attend the Multi Channel Pharma Marketing Event?

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What are the top 10 reasons you should attend?

● Break Down Silos to Identify New Marketing Insights and Opportunities
● Get the Most Out of Your Agency Partnerships From Contract to Execution
● Prepare for the Paradigm Marketing Shift Created by the New Economic and Regulatory Environment
● Enhance Patient-Provider Relationships to Achieve True Return on Engagement
● Adopt Actionable Segmentation Techniques to Drive Market Growth
● Improve Mission Critical Managed Care Partnerships to Secure Market Access
● Take Value Add to the Next Level to Differentiate Your Brand and Build Sustainable Relationships
● Evaluate the ROI of Your Media Plan Without Getting Bogged Down in the Data
● Bring the Customer to You With Live Physician, Patient, and Payer Focused Break Groups
● Debate the Optimal Channel Mix and Ideal Agency Models for Your Organization

The Multi Channel Pharma Marketing Event will take place October 13-14, 2010 in Princeton, New Jersey. Visit the webpage and here to download the brochure to find out more about the program.