Portfolio PRINT 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. • <strong>Media</strong> 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. • <strong>Media</strong> 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. <strong>MEDIA</strong> 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 <strong>Media</strong> 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 <strong>2009</strong>. The Women’s Healthcare Television Network, an advertising-supported in-offi ce network targeting women visiting OB/ GYN docs, was launched by CARE <strong>Media</strong> 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 <strong>Group</strong>, 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
Portfolio EDITORIAL CALENDAR While News and the Department pages are the cornerstones of MM&M’s editorial mix, each issue has its own topic-centric theme around which features are published. Issue feature themes include: JANUARY MM&M All-Stars <strong>2009</strong> Editorial picks for Company, Agency, <strong>Media</strong> Brand and Large/Small Marketing Teams of the Year. FEBRUARY Direct Marketing Report The latest trends, insights and significant campaigns in the pharmaceutical direct marketing space. MARCH Sales Force Report Pharma sales forces are continuing to find ways to be smaller and work smarter. We review the key stories and trends. APRIL DTC Outlook How the changing consumer marketplace is affecting DTC budget allocation. We report on the latest data and trends. MAY The Pharma Report Information and insights on the top biopharma companies, plus all the latest Rx and sales data for the top brands and classes. JUNE The Global Report Special coverage on key overseas drug markets, along with a guide to researching and executing global campaigns. JULY The Agency Issue Independent profiles of the top agencies, plus our annual A-to-Z of agency contacts, rosters and examples of best ads. AUGUST Medical Education Report Extensive review of stories and trends with expert insights. Plus a directory of medical education companies. SEPTEMBER The Career Issue The 23rd Career & Salary Survey offers the latest data on pay, benefits, job satisfaction, migration and motivation. OCTOBER Patient Marketing Report The continued search for patient compliance and education Health 2.0, using digital, CRM, point-of-care and direct marketing efforts. NOVEMBER Sales Force Report The latest stories, data and trends in pharma sales. Plus our annual directory of sales support companies. DECEMBER Outlook 2010 Commentary and predictions for almost every corner of pharma marketing. Plus our extensive annual pipeline report.
Change language