MEDIA PLANNER 2009 - Haymarket Media Group

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These Feature Department Pages Are
Standard Editorial Sections In Each Issue…
• CME Report
News and analysis from the medical education sector,
one of the most robust businesses within medical
marketing.
• Digital Marketing
An in-depth analysis and commentary on the month’s
important news stories, along with expert opinion on
the electronic space in Web Watch.
• Direct Marketing
A look at the people, firms and creative work at the
leading edge of pharma direct marketing, including
both consumer and physician marketing campaigns.
• DTC Report
An update from the direct-to-consumer marketing
arena, with analysis of spending trends and major
account activity.
• Marketing Research
The latest news, trends and innovations from the pharma
marketing research sector. Also featuring Vantage
Point, a big picture look at marketing research issues.
• Media Forum
Leaders from media, marketing and medical education
offer their unvarnished opinions on a wide range of
topics that impact media owners and buyers/planners.
• Media Notepad
The industry’s most thorough and up-to-date coverage
of medical journals and other healthcare media, along
with a physician’s spotlight on a selected journal.
• Public Relations
We review recent PR initiatives and offer commentary
from top practitioners, representing both client and
agency perspectives.
MEDIA FORUM
Balancing messages on- and offl ine
Effective patient marketing campaigns utilize traditional DTC as well as social networks and other
emerging media online. How do marketers fi nd the right media balance?
Eileen O’Brien
Buddy Scalera,
Brian Kaiser
Michael Dennelly
Dir., online promotions, VP, interactive content & VP, direct-to-patient,
VP, director of digital market-
Compass Healthcare Comms market research, Qi Interactive Targetbase
ing, G2 direct & digital
The real question is: how do There’s a high trust factor in Dialogue-intensive environ- W e need to start by accept-
I best reach and convert my peer networks, so communiments such as social media ing some cold, hard facts
target audiences? Interactive cating through word-of-mouth do not conform to traditional that the industry is facing:
marketing, social networks yields strong results. As mar- campaign architecture. Mar- patients increasingly don’t
and other emerging media just keters, we want our brand keters are learning how to trust pharma DTC. DTC
provide additional channels voice to be part of this dia- engage in an “always on” effectiveness is seriously under
for marketers to accomplish logue, so dollars have moved conversation with patients question and patients are
their objectives. The right to MySpace, Facebook and that lacks a beginning and end. now shaping the discussions
media balance is infl uenced YouTube. Like websites, social Social networks should be around brands online. With
by a variety of factors, includ- networks are measurable and approached as a form of this in mind, the key to fi nding
how niche the audience is, offer an attractive cost per relationship marketing. Finding the right media balance
brand resources, and whether acquisition. But remember; ing the right balance begins is to cast aside tradition, such
broad awareness or specifi c only a portion of life is spent with defi ning what type of as spending the lion’s share
conversions are desired. For online. People are still exposed relationship the brand wants of media dollars on DTC and
example, Lipitor with its need to print, TV, radio and direct to cultivate with a given start understanding better how
to reach a broad audience with mail. It’s too early to abandon audience, then supporting and when patients make their
simple brand messages would DTC because it still plays a continuity of the experience healthcare decisions. Then you
have a very different mix of powerful role in driving brand as the patient moves chan- can use these insights strategi-
media than a specialty drug awareness and interest. Online nel to channel. The question cally as your guide. You need
looking to reach disparate competition has made DTC mark for marketers is whether to engage your patients in an
patients with a complicated rates more competitive, lower- the brand is equipped with ongoing, valuable and credible
story. With specifi c regard to ing barriers for niche brands. tools and strategies to rapidly dialogue. Believe me, they will
social media, it’s important to Now we see integrated cam- interpret information shared let you know where to reach
identify if your target audience paigns that work synergisti- by the patient and generate a them—you just have to listen.
is using these networks and cally to maximize both social relevant response. Effective
receptive to hearing your mes- networks and DTC.
patient marketing depends on Got a forum question or comment?
sage via these channels before
this ability to communicate at E-mail us at ben.comer@
embarking on a campaign.
relationship speed.
haymarketmedia.com
The key to fi nding the right balance is to cast aside tradition,
such as spending the lion’s share of media dollars on DTC
20 MM&M OCTOBER 2008 mmm-online.com
“
PUBLIC RELATIONS
PR View
BY DIANE WEISER
This year has not been kind to biopharmaceutical
companies. The FDA
has rejected or delayed some of the most-anticipated
drugs. Safety and data concerns have decimated sales
of once high-fl ying cholesterol, anemia and diabetes
drugs. And, simultaneously, traditional pathways of
communication with patients and doctors—DTC,
detailing, CME—have come under greater scrutiny.
Surviving in such an environment requires an even
higher level of transparency , and PR plays a vital
role. In such situations, companies should recognize
the different stakeholders that have an interest and
tailor communication to each group:
Physicians: Doctors are, by nature, data hounds.
The more detail that can be provided, the better.
Patients: PR messages
Fully detailing should be aligned with
study results and larger marketing and
actions may mean advertising messages so
short-term pain that outreach can be con-
but it builds a rep sistent in tone.
for disclosure Media and Investors:
Fully detailing study
results and regulatory actions may mean short-term
pain but it builds a rep for disclosure.
Advocates: Third-party groups play an essential
role in translating the news for their members. Having
them prepared for news helps solidify those relationships
and helps ensure continued partnership.
Still, openness is not a panacea. The development
process will always be marked by failures. But full
disclosure to all affected groups can limit the damage
of a negative event and help build corporate rep.
Diane Weiser is president & COO, WeissComm Partners
30 MM&M OCTOBER 2008 mmm-online.com
Fleishman-Hillard wins
Siemens assignment
FLEISHMAN-HILLARD has Fleishman-Hillard was up
won an AOR assignment for against “a number of agencies”
Siemens Medical System’s A G ’s in the pitch, according to Lon-
global health division.
gwell. Coyne Public Relations
According to Lance Longwell, was the previous AOR for Sie-
director of public relations at mens Medical Solutions.
Siemens Medical Solutions’ US Fleishman-Hillard’s respon-
office, the decision was based sibilities on the account will
on Fleishman-Hillard’s “broad, include media relations and
integrated approach, their com- campaign management across
mand of the business issues in the Siemens Healthcare port-
healthcare and the global footfolio, which consists of “imaging
print they deliver. ” Terms of the and lab diagnostics, therapy and
deal were not disclosed. healthcare information technology
solutions , supplemented by
consulting and support services , ”
according to Longwell.
Headquartered in St. Louis,
Ohio, Fleishman-Hillard’s international
network of 80 offi ces
covers North America, Europe,
Asia Pacific, the Middle East,
South Africa and Latin America.
Matthew Doering, SVP and
Fleishman-Hillard’s approach senior partner, will lead the
helped seal Siemens AOR bid account. —Ben Comer
Senetek PLC taps Michael Rogers PR
Senetek PLC, a life sciences physicians, as well as a consumer
company focused on anti-aging campaign,” he said, noting that
technologies , has tapped Michael beauty editors will be targeted,
Rogers PR for the launch of its and a forum will be created
Pyratine-6 product. Terms of the where women can try the prod-
deal were not disclosed. uct and blog about it.
Michael Rogers PR will be Pyratine-6 is Senetek’s sec-
responsible for corporate posiond generation cytokinin-based
tioning, physician outreach and skincare treatment used to com-
consumer education. “Our target bat the signs of aging. Senetek
is women 40 years and older,” developed the Kinerase skin-
said Michael Rogers , president. care line in the 1990s . Pyratine-6
“We’ll do some advertising in does not require a prescription,
the trades to start, and we’re cre- although it can not be purchased
ating an education campaign for directly in a pharmacy . —BC
DTC REPORT
Update
DTC Perspectives
named four to its DTC
Hall of Fame. They are:
Merck’s Len Tacconi,
who established
the
company’s
consumer
marketing
function; Ed
Slaughter, who helped
create the Prevention
survey of Consumer
Reaction to DTC Advertising;
legal eagle
Jim Davidson (above),
who was instrumental
in fending off new DTC
regulation; and Common-
Health’s Matt Giegerich,
who presided over the
launch of Claritin.
An HHS OIG report
on the oversight of
marketing materials for
Part D found that 85%
do not meet Centers for
Medicare and Medicaid
Services criteria. Sen.
Herb Kohl blasted the
agency and insurance
companies, which he
said “must be held to
these standards of clarity
and accuracy so that seniors
can choose a Medicare
Part D plan from the
overwhelming number of
those available.”
Merck KGaA tapped
TBWA to handle global
communications for
three of its consumer
healthcare brands: Nasivin,
Femibion and Flexagil.
The campaigns will debut
globally in 2009.
The Women’s Healthcare
Television Network,
an advertising-supported
in-offi ce network targeting
women visiting OB/
GYN docs, was launched
by CARE Media Holdings.
28 MM&M OCTOBER 2008 mmm-online.com
DIGIT A L MARKETING
Web Watch
BY DAN MCKILLEN
24 MM&M OCTOBER 2008 mmm-online.com
Ads in Canada had little impact: study
A STUDY OF how DTC TV
advertising impacted different
populations in Canada suggested
that ads may have little impact
on consumers.
The study, by Harvard Medical
School researchers, looked
at the impact of three big TV
campaigns—for Nasonex, Enbrel
and Zelnorm—on English- and
French-speaking Canadians , the
idea being that those for whom
French was the primary language
would be largely insulated
from ads appearing on Englishlanguage
American TV. Cam- Ads for Nasonex and Enbrel didn’t move scripts in Canada
paigns for Nasonex and Enbrel
didn’t even move the needle in (Zelnorm), a drug later with- DTC advertising is banned in
the number of filled prescripdrawn owing to safety concerns , ” Canada, but Statistics Canada,
tions between the populations the study concluded. “The impact they noted, “estimates that
per capita, and Zelnorm ads of [DTC] advertising on drug use around 30% of TV watched by
prompted only a brief bump in seems to be highly variable and English-speaking Canadians is
usage among English speakers. probably depends on the char- foreign sourced,” most of that
“Exposure to US [DTC] acteristics of the advertised drug, from the US.
advertising transiently influ- the level of exposure to direct to The study appeared Sept. 2 in
enced both Canadian and US consumer advertising and the the British Medical Journal.
prescribing rates for tegaserod cultural context.”
—Matthew Arnold
FDA posts DTC
guide on its site
PFIZER RESUMED DTC advertising for its blockbuster
statin drug, Lipitor, replacing controversial pitchman Dr.
Robert Jarvik with an everyman approach. In the new print
and TV ads, which broke in September, the patient says:
“Talk about a wake-up call. I had a heart attack at 57. I
should have been doing more for my high cholesterol. I
learned the hard way. Now I trust my heart to Lipitor.” The
tagline of the campaign, by Kaplan Thaler Group, is “A
Lipitor heart-to-heart.” —Anthony Vecchione
FDA posted a guide to drug
advertising on its site for consumers,
Be smart about prescription
drug advertising. The
site advises readers to contact
DDMAC if they think an ad
violates the law.
“People are often confused
about DTC advertising, which
is one of the most controversial
areas of pharmaceutical marketing,”
said Michael Shaw, executive
director of EthicAd, which
developed the site. “FDA ’s new
website helps clarify the issues
by outlining the different types
of DTC advertising, explaining
what information people should
expect to see in DTC ads and
what additional information they
should seek out about advertised
products.” —MA
CapMed: health records
are not created equal
Physicians are busy. Perhaps all sales,
marketing, advertising and commu- CONSUMER personal health ture FDA updates, drug recalls,
nications directed at doctors should be constructed records (PHR) are more than adherence reminders and formu-
just a storage space for eleclary information, said Angst.
with this thought in mind. The web has become the
tronic health records.
CapMed offers a variety of
ultimate time saver for physicians. According to a
According to Wendy Angst, PHRs that can be delivered
recent Manhattan Research study, 84% of US physi- general manager at CapMed, a online and to mobile phones.
provider of interactive personal Additionally, the company marcians
are now online daily.
health records, there are two kets a portable USB drive, or
This year’s survey found that physicians desire
major groups of PHRs: tethered Personal HealthKey, that offers
to receive the majority of their pharmaceutical and and untethered. “The untethered patients the ability to carry a
model belongs to the consumer, ” PHR with them on a key ring.
device product information through online and other
explained Angst, compared with CapMed also offers branded
electronic sources. Currently, doctors conduct 41% of the tethered PHR that is tied to PHRs, and has partnered with
their pharma research online.
a product or an insurance plan. Carr Drugs and provided soft-
The untethered, consumerware for Microsoft’s HealthVault.
“This trend could prove to be an opportunity for
centric model allows patients From an advertising stand-
smaller and targeted specialty pharmaceutical and to make their own decisions point, Angst said CapMed is
biotech companies to gain ground on larger com- about what kinds of informa- able to insert promo matepetitors
in physician
tion is included in a PHR, and rials into PHRs, which
how it’s shared. “The individual could prove valuable
Physicians save reach and market share [patient] can grant access to all in a drug launch.
time by accessing through cost effective or part of the PHR information,” —Ben Comer
information online digital sales and market- said Angst. For instance , patients
can allow a spouse or a specialist
only when they ing support strategies,” to view specifi c content—and set
need it. After all, says Mark Bard, Manhat- limitations.
doctors are busy tan Research president. “ A patient could elect to share
just dermatological informa-
“Digital channels have tion, for example, ” noted Angst.
leveled the playing fi eld in many industries, giving In addition to medical histo-
The PHR makes
sales and marketing groups the chance to make a big ries and emergency information,
health records
PHRs can be customized to fea-
easily portable
impact even with limited—yet targeted—resources.”
Physicians simply fi nd it easier and faster to conduct
the majority of their research online. More doc- SearchMedica adds new component
tors are reading journals and attending conferences
SEARCHMEDICA.COM, a third-party payors and coding, ”
online. Both of these activities have been growing at free search engine for physi- said Cyndy Finnie, senior prod-
a double-digit rate since 2005. During this period, cians and medical practioners, uct manager for SearchMedica,
has launched a new practice in a statement.
physician readerships of offl ine journals and atten-
management category.
“The resources available
dance at offl ine conferences have declined.
The new category will provide through SearchMedica’s Prac-
Physicians participating in the study say they will fi nancial, legal and administratice Management search catetive
resources and content in an gory help practice managers…
increase the amount of time they spend reading
effort to address the everyday allowing them to focus more of
online journals in the coming years.
challenges of running a success- their time and energy on patient
In the long run, physicians save time by accessing ful medical practice, according to care,” she said.
this information online only when they need it. After
a company spokesperson. SearchMedica allows adver-
“Doctors who use Search-tisers
to target specific search
all, doctors are busy.
Medica tell us about the chal- categories and pairs contextual
Dan McKillen is the CEO of the HealthDay news service lenges of running a medical ads as well as side banners with
practice, such as dealing with search results. —BC
MM&M is the only industry journal I read cover to cover each month,
and the on-line daily briefing of key events that affect our industry is
essential for me to never be surprised by a question from any audience
I speak to about the Value of Medicine and our industry.
— Mike Pucci, VP External Advocacy, GlaxoSmithKline