The Source For DTC Leaders · 2015-06-24 · The Source For DTC Leaders P E R S P E C T I V E S Vol. 10, No. 1 March 2011 PRST STD U.S. Postage PAID Permit #108 Lebanon Junction KY

The Source For DTC Leaders

P E R S P E C T I V E S

Vol. 10, No. 1 March 2011

PRST STDU.S. Postage

PAIDPermit #108

Lebanon JunctionKY 40150

DTC PERSPECTIVES, INC.110 Fairview Avenue, Suite 4Verona, NJ 07044

CHANGE SERVICEREQUESTED

Savings Offers: ReachThe Right Audience

Which Comes First,The Website or Ad?

Using Posting Analysis to Gain Competitive Intelligence

Driving Product DemandWith New Strategies

In This Issue

Galvanizing Marketing Communications

Six Key Skills of a Future Brand Champion

april 6-82011

DtCNatioNal CoNFERENCE

REGiStER NoW

For All DTC Thought Leaders

Governor Tommy Thompsonformer Secretary of the HHS

Paul EwingSenior Director/Group Leader, Patient Marketing,US Primary Care Patient & Physician Marketing, Pfi zer

Myrtle PotterCEO, Myrtle Potter Media & Myrtle Potter and Company, Everyday Health Board of Directors, and former: President & COO Genentech, President BMS, VP Merck

Dr. Lisa Masterson and Dr. Jim Searspracticing physicians, hosts of the 2010 Emmy-winning talk show The Doctors and columnists for USA WEEKEND Magazine

Now in its 11th year, the DTC National Conference is regarded by DTC Marketers as The Must Attend DTC Event of the Year. Over three days, you will benefi t from case studies, new market research, media & marketing gurus and networking opportunities. Keynote speakers include:

For more information call 973-377-2106

#DTCN2011 DTC Perspectives Events Group

THE FORUM FOR

DTC THOUGHT LEADERS

N a t i o N a l

BOSTON

Marriott Copley Place

NEW loCatioN

Tara Parker-PopeConsumer Health columnistThe New York Times

Rob MarescaConsumer Brand Leader, AstraZeneca

Craig McGettiganAssociate Director, Marketing Solutions, Bristol-Myers Squibb

Katie RosinskiSenior Product Manager, ULORIC MarketingTakeda Pharmaceuticals North America, Inc.

Jerry Levinformer Chairman and CEO of AOL TimeWarner, Board Member, Organized Wisdom.com

Jamie TurnerChief Content Offi cer of the 60 Second Marketer, Co-author of “How to Make Money with Social Media”

The event will feature presentations exclusive to the DTC National from industry experts, leading pharma marketers, market researchers and politicos, giving you the latest tools and innovations essential to creating best-in-class DTC marketing campaigns with improved ROI, which also boost patient health outcomes.

WaYS to REGiStERVisit www.dtcperspectives.com or call 973-377-2106Gold Conference Pass – $2,695Complete access to all general session and networking functions; Pre-Confer-ence Workshop; Conference portfolio; Post-Conference access to video of all presentations and slides*; Special Kindle Offer with conference materials**

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Full Conference Pass – $2,195Complete access to all general session and networking functions; Conference portfolio; Access to speaker presentations**As they are made available to the conference**Visit our website for full details, special cancellation terms apply

Representatives from DDMAC

The #1 Network in Delivering Your DTC Target

TELEVISION IS THEBEST MEDICINE.

»CBSYour Success Is Our Success

CBS_DTC_F2_Layout 1 2/17/11 12:09 PM Page 1

Editor’s Desk.................................................................................................................6

DTC in Brief.............................................................................................................8,.10

Spending Review.......................................................................................................12

Savings Offers: Effectively Reaching the Right Audience?................................14

The second installment in a series from Crossix RxMarketMetrics

Tough Demands to Galvanize Marketing Communications...............................19

By Ellen Hoenig-Carlson, founder of AdvanceMarketWoRx

Which Comes First, the Website or the Ad?.........................................................25

By Lauren Boyer, chief executive officer of Underscore Marketing

Gain Competitive Intelligence Through Posting Analysis..................................28

By Jean-Patrick Tseng, PhD & MBA, founder and President of Bayser,

and Kelvin Rocha, PhD & MBA, consultant at Bayser

The Regional Marketing Roadmap: Turning Insights into Innovation..............35

By Scott Weintraub, founder of Healthcare Regional Marketing

Hispanics: The Forgotten Patient...........................................................................38

By Eric Talbot, vice president of brand solutions for Univision Communications Inc.

Mobile a Must for Marketing Healthcare to Women..........................................41

By Kate Caldwell, senior vice president, group strategic director at Draftfcb Chicago

Driving Product Demand with New Strategies....................................................45

By Eric Boothe, director of business development, Life Sciences Division of EarthColor

Pharmaceutical

Contributors’ Page....................................................................................................48

A closer look at the contributors to this issue of DTC Perspectives

Advertiser Index and Resource Center..................................................................48

Eye on the Hill: Bracing for Reforms that Could Cut Too Deep.......................50

Jim Davidson reports on what to expect in the coming year from Washington

Perspectives on Books: The Emperor of All Maladies........................................52

Reviewed by Robert Ehrlich of DTC Perspectives, Inc.

DTC Perspectives Editorial: The Bright DTC Future............................................54

Regional marketing opportunities

35

Miss an issue, or want to order one from our archives?Please visit our website www.dtcperspectives.com to view recent

issues of DTC Perspectives magazine, or call Debra Sander at (973) 377-2106 to purchase previous issues.


March 2011 Vol. 10, No. 1

DTC Perspectives • March 2011 | 5

Mobile marketing to women

41

The forgotten patient

38

DTC.Perspectives.is.Published.Quarterly.By:.DTC.Perspectives,.Inc.110.Fairview.Avenue,.Suite.4Verona,.NJ.07044Phone.#.1-973-377-2106Postmaster:.Please.send.address.changes.to.the.above.

FREE.to.Qualified.Industry.Subscribers.in.the.U.S.Apply.online.at.www.dtcperspectives.com.Rates.for.International.and.Non-Industry..Subscribers:.

$72.Per.(1.Year).in.the.U.S..$96.(1.Year).Outside.of.U.S.Back.Issues.$10.in.U.S...$30.in.All.Other.Countries

©2011.DTC.Perspectives,.Inc..All.rights.reserved..No.part.of. this.publication.may.be. reproduced. in.any.form.unless.given.permission.by.the.publisher.

Finding Opportunities

During. the. first. decade. of. publishing. DTC Perspectives. magazine,. we.have.seen.DTC.marketing.evolve.greatly.–.with.the.industry.expand-ing.with.blockbuster.drugs.and.the.advent.of.new.and.niche.markets..

While. the. recession.may.be.over,.marketers.and. industry.members.alike.have.retained.their.recessionary.mindset..“Doing.more.with.less”.is.not.just.a.slogan,.it.is.a.mantra.by.which.to.work.

In. addition. to. producing. efficient. campaigns,. a. demand. for. new. standards.has. arisen,. which. “will. separate. the. champions. from. the. also-rans,”. as. noted.by.AdvanceMarketWoRx.founder.Ellen.Hoenig-Carlson.in.her.article,.Tough.Demands. to. Galvanize. Marketing. Communications. (page. 19).. Outlining. six.key.skills.brand.champions.will.need.to.possess. in.2011.and.beyond,.Hoenig-Carlson.touches.on.each.stage.of.the.marketing.process,.from.dynamic.listening.in. the. beginning. to. reaching. boundary-less. consumers. to. keeping. each. team.member.and.partner.in.lockstep.for.seamless.execution.

While.keeping.up.on.the.latest.media.landscape.progress.can.be.a.challenge,.it.can.also.be.a.blessing..“We.can.know.retrieve.in.a.matter.of.seconds.thou-sands.of.postings,.blogs,.tweets,.and.the.like.that.talk.about.a.drug,.a.symptom.or.a.side.effect,”.explains.Jean-Patrick.Tsang,.founder.and.president,.and.Kelvin.Rocha,. consultant,. of. the. pharmaceutical. sales. and.marketing. consulting.firm.Bayser. (page.28)..An.analysis.of. such. information.provides.marketers.with. an.opportunity.to.really.see.what.consumers.are.saying,.whether.it.is.regarding.the.product’s.efficacy.or.a.pricing.matter.

New.opportunities.are.presented.in.various.forms;.it.is.a.matter.of.choosing.what. is.appropriate. for.your. target.audience.and.your.brand’s.message..While.regulatory.concerns.and.a.lack.of.FDA.guidance.in.some.areas.may.hinder.true.growth,.marketers. can. still. get. involved. to. reach. the. consumer.where,.when.and.how.they.want.to.be.reached.

DTC National to address DTC challenges, opportunitiesSpeakers. at. our. DTC. National. Conference. will. touch. upon. these. topics,.

among.several.others..During. the. three-day.event. (held.April.6-8. in.Boston),.attendees.will.gain.core.insights.that.can.be.incorporated.into.brand.marketing.efforts.now..Gov..Tommy.Thompson,.former.Secretary.of.Health.and.Human.Services,.will.discuss.how.we.can.learn.from.the.past.to.prepare.for.the.future.of. pharmaceutical. marketing.. Tackling. not. only. new. opportunities. in. DTC,.but.how.to. leverage.such.changes. to.deliver.relevant.and.valued.communica-tions. will. be. Paul. Ewing,. senior. director/group. leader. for. patient. marketing.in.Pfizer’s.U.S..Primary.Care.business.unit..Representatives. from.DDMAC.–.Mike.Sauers,.team.leader.of.DTC.Group.1,.and.Amie.O’Donoghue,.social.sci-ence.analyst.–.will.also.provide.a.regulatory.update.as.well.as.answer.audience.questions.during.an.extended.Q&A.period..New.for.this.year’s.DTC.National.are. three. intensive. track. options,. focusing. on. key. issues,. including. Creating.Winning.DTC,.Effective.Media.Planning,.and.The.Great.DTC.Debate.–.Eval-uating.Program.Success..We.look.forward.to.you.joining.us.in.Boston!


Robert.Ehrlich.Chairman.and.CEO.DTC.Perspectives,.Inc.

Christine.Franklin.VP,.Marketing.and.Sales

Jennifer.Haug.Editor./.Design.Coordinator

Amanda.Ehrlich.Associate.Editor./.Content

Brooke.Crowe.Manager.of.Marketing.&..Production.Operations

Stacey.Hagenbush.Manager.of.Sales

Scott.Ehrlich.Director,.Business.Development

Debra.Rennert.Creative.Director

Debra.Sander.Office.Coordinator

James.Ticchio.Art.Director.Direct.Media.Advertising

Jennifer.Haug

Sincerely,

6 | DTC Perspectives • March 2011

MMC-Metabolic_Ad-DTC_mech.indd 1 2/4/11 2:47 PM

I N B R I E F

Digital Initiatives by Pharma Surge, But Still Lag Behind Other Industries

The.pace. at.which.digital. initiatives. have. grown. in. the. pharma-ceutical. industry. has. accelerated. markedly,. according. to. the. recent.Ernst.&.Young.report,.Progressions: Building Pharma 3.0..While.phar-ma.still. invests. significantly. less. than.other. industries,. the.amount.of.3.0.initiatives.they.produced.increased.78.percent.from.2009.to.2010..Since.2006,.220.Pharma.3.0.initiatives.have.been.launched.by.pharma,.with.almost.half.(44.percent).premiering.in.2010.

One.out.of.every.two.3.0.initiatives.were.for.mobile.health,.up.from.a.16.percent.share.in.2006-2009..Of.the.mHealth.invest-ments,.41.percent.were.smartphone.apps,.a.drastic.increase.from.11.percent.in.2006-2009..In.addition.to.the.growth.swell,.initia-tives.covered.“a.broader.array.of.technologies,.disease.categories.and.stages.in.the.cycle.of.care,”.the.report.noted..Many.of.the.early.initiatives.were.in.the.diabetes.category,.accounting.for.24.percent.of.all.initiatives.in.2006-2009..However.in.2010,.com-panies.diversified.more.–.with.oncology.taking.the.top.spot.at.15.percent,.diabetes/metabolics.and.immunoscience/inflammatory.diseases.each.retaining.12.percent,.and.neuroscience.ranking.third.with.10.percent.(see.chart.for.more.details).

With.increasing.pressure.from.empowered.patients,.behavioral.changes.among.consumers.and.the.explosion.of.smartphone.use,.future.successes.or.failures.will.be.based.on.a.company’s.“ability.to.improve.health.outcomes,”.as.Pharma.3.0.is.about.tak-ing.a.more.holistic.approach.to.healthcare.

DDMAC: DTC Advertising Improving Despite Rise of Violation LettersDTC.advertising,.in.general,.has.shown.signs.of.improvements.over.the.past.year..At.the.DIA.Marketing.

Pharmaceuticals.2011.workshop.in.late.February,.Thomas.Abrams.told.attendees.that.companies.are.mak-ing.more.of.an.effort.to.work.more.closely.with.DDMAC.regarding.their.advertisements..The.director.of.the.FDA’s.DDMAC.praised.the.industry’s.efforts,. specifically. in.the.area.of.risk. information.presentation..However,.for.those.who.push.the.envelope.a.bit.too.much,.he.pointed.out.that.52.violation.letters.were.issued.by.the.agency.in.2010,.approximately.a.one-quarter.percent.increase.from.2009.and.an.all-time.agency.high..The.industry.can.expect.about.the.same.for.2011.as.well,.he.forewarned.

While.many.marketers.shy.away.from.new.digital.options.until.guidance.is.issued.by.the.FDA,.Abrams.recommended.that.they.utilize.current.regulations.in.the.interim..He.explained.that.of.the.recent.warning.and.untitled.letters.issued.for.Internet.and. social. media. activities,. violations. cited. existing. FDA. regulations.. When. regulations. are. issued,. they. will. include. “guid-ance.on.some.specific.matters,.but.there.will.be.no.new.regulations.or.new.standards,”.he.said,.as.accounted.by.a.Coalition.for.Healthcare.Communication. report..Guidance.was.originally. supposed. to.be. issued.by.December.2010,.but.has.been.pushed.back.to.end.of.Q1.2011.at.the.earliest.

Migraine.com Launched By Former GSK DirectorsA.new.consumer.website. focusing.on.migraines.officially. launched. a. few. short.weeks. ago..Migraine.com.was. created.by.

Health.Union,.a.Web-based.health.information.company.founded.by.two.former.marketing.directors.from.GlaxoSmithKline,.Tim.Armand.and.Olivier.Chateau..Drawing. from. their.digital. experience,. they.designed.Migraine.com. to.provide.not.only.information,.but.an.interactive.experience.to.engage.consumers..In.addition.to.articles,.blogs.and.forums,.visitors.can.utilize.a.

symptom.checker.and.the.Migraine.Journal,.as.well.as.the.Migraine.Offer.Cen-ter,.which.provides.various.savings.offers.on.migraine.medications.or.other.relat-ed.products/services..Website.updates.are.announced.via.their.Twitter.account,.@Migrainedotcom,.and.Facebook.page,.Facebook.com/Migrainedotcom.

After. thirteen. and. nine. years,. respectively,. with. GlaxoSmithKline,. Armand.and.Chateau.started.Health.Union.late. in.the.summer.of.2010..Currently.both.co-founders.and.managing.directors,.Armand.previously.held.the.title.of.execu-tive.director.with.GlaxoSmithKline,.which.during.his.tenure.he.founded.and.led.their.eBusiness.Group.for.several.years.(1999-2004);.while.Chateau,.considered.an.Internet-marketing.pioneer.in.pharmaceuticals,.was.most.recently.a.marketing.product.director.with.the.drug.maker.


Smartphone appsmHealth (excluding smartphone apps)Educational websitesPatient support programsSocial media/online communitiesOpen innovationPatient-controlled medical devicesEducational programsOther

41%

9%20%

11%

9%

3%

2%2%

3%

Source:.Ernst.&.Young

His healthcare decisions are influenced by much more than a visit to his physician.

While physician advice and prescribing greatly influence patients, it’s not just physicians that impact patient behavior. Patients’ treatment decisions are also influenced by information they learn from other sources, including patient education programs and advertising.

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I N B R I E F

Branded Websites Effectively Drive Doctor Discussions

In.its.recent.ePharma.Consumer.v10.0.study,.Manhattan.Research.reported.on.the.effective-ness. of. product.websites..Of. the.more. than. 6,500. responding. ePharma. consumers. (U.S.. con-sumers. researching. prescription. drug. information. online).who. visited.more. than. 320. different.websites,. the.majority.searched.for. information.for. themselves. (66.percent).versus.having.done.so. for. someone.else. (38.percent)..Among. the.most. common. reasons. for.visiting. a.brand.com,.33.percent.said.it.was.because.they.are.currently.taking.the.product.and.another.30.percent.are.looking.for.additional.information.

In. addition. to. reading. information.on. a.product.website,.74.percent.of. respondents. took. a.product-related. action. after. visiting. the. brand.com,. including. discussing. the. product. informa-tion.with. their. doctor,. family.or. friends;. requesting.or.filling. a. script;. or. searching. for. further.information.about.the.product.online..Manhattan.Research.found.that.the.top.action-generating.websites,.including.Levitra.and.Chantix,.have.designed.their.content.and.structure.to.encourage.the.doctor-patient.discussion,.with.many.of.the.sites.containing.doctor.discussion.guides.or.worksheets,. such.as.Nexium.and.Lunesta.

See.table.for.the.top.10.“websites.with.the.highest.percent.of.visitors.responding.that.they.‘requested.a.prescription.for.this.product.from.a.doctor’.after.visiting.website.for.themselves.”

Rx’s with Adherence Incentives Prescribed More than Those Without, says New Study

Doctors.are.more.likely.to.prescribe.a.treatment.when.it.is.accompanied.by.an.adherence.program,.found.a.recent.study.by.healthcare.market. research.firm.HealthcarePanel.org..Conducted. for.HealthPrize.Technologies,. software.maker. of. an. Inter-net.and.mobile-based.adherence.platform,.100.doctors.were.presented.with.two.scenarios.regarding.“two.highly-competitive.

branded. oral. diabetes”. treatments:. Drug. “A”. with. the. HealthPrize. adherence. solution. vs.. Drug. “B”.without. an. adherence. solution;. or. Drug. “B”. with. vs.. Drug. “A”. without.. Overwhelmingly,. doctors’.“prescribing.preferences.between.two.competing.drugs.[rose].by.over.30.percentage.points,”.noted.the.news.release.

Supporting.the.results.is.the.fact.that.about.40.percent.of.doctors.believe.their.patients.do.not.adhere.to.their.treatment.plans.properly,.the.report.added..To.help.combat.this.issue,.the.majority.of.respond-

ing.doctors.(89.percent).said.they.“were.comfortable.with.the.idea.of.rewarding.patients.for.adher-ence,.in.combination.with.education.”.Better.adherence.among.consumers.would.not.only.help.improve.their.health.outcomes,.but.would.also.reduce.overall.healthcare.costs..“Non-adherence.

to.medications.is.one.of.the.most.significant.and.costly.problems.in.healthcare,.accounting.for.an.estimated.$290.billion.in.otherwise.avoidable.medical.spending.per.year.due.to.preventable.complica-

tions.of.chronic.disease,”.stated.the.release.

Judges Select Winners, Finalists for Ad AwardsOn. a. surprisingly. snow-free. day. in. northern. New. Jersey. recently,. five. leading. market.

researchers. convened. to. review. submissions. for. the. 10th. annual. DTC. National. Advertising.Awards..The.panel.of. judges.–.Frank.Chipman.of.LRW,.Deborah.Dick-Rath.of.Factor.TG,.Mark. Einhorn. of. MarketView. Research,. Monique. Levy. of. Manhattan. Research,. and. Fariba.Zamaniyan.of.TRA.Global.–.evaluated. the.entries. to. select. the.finalists,. as.well. as.Gold,.Sil-ver.and.Bronze.winners,.in.several.categories,.including.Best.Integrated.marketing,.Best.Disease.Education.campaign.and.Best.Digital.Media.effort..Combined.with.the.judges’.scores,.attendees.at.the.DTC.National.Conference.will.vote.from.a.list.of.10.finalists. for.both.Best.Branded.Television.and.Best.Branded.Print.campaigns. to.help.determine. those.winners.. Join.us.at. the.DTC.National.Advertising.Awards.dinner.on.April.7th.to.find.out.who.will.take.home.awards..The.DTC.National.Advertising.Awards.are.a.part.of.the.DTC.National.Conference,.held.April.6-8.at.the.Marriott.Copley.Place.in.Boston.

Top Brand.com’s Driving Visitors to Request Scripts*

1 Levitra

2 Chantix

3 Cialis

4 Nexium (purplepill.com)

5 Yaz

6 Lyrica

7 NuvaRing

8 Symbicort

9 Viagra

10 Lunesta

*Industry. average. of. aided. responses.across. more. than. 320. product. websites.visited

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swiss-army-printready.pdf 2/15/11 11:45:10 AM

R E V I E WOverall DTC Spending Declines 9.2% in Q1-3 2010

Pfizer Producing Seven of Top 20 Promoting Brands

Brand Manufacturer Q1-3 2009 Q1-3 2010 $ Change % Change

Lipitor Pfizer $155,572,800 $204,795,300 $49,222,500 31.64%

Advair.Diskus GlaxoSmithKline $128,696,300 $169,488,400 $40,792,100 31.70%

Cialis Lilly.USA $122,028,600 $158,180,200 $36,151,600 29.63%

Cymbalta Lilly.USA $141,415,900 $146,388,000 $4,972,100 3.52%

Abilify Otsuka.America./.Bristol-Myers $150,136,800 $122,396,800 -$27,740,000 -18.48%

Pristiq Pfizer $70,691,300 $112,960,000 $42,268,700 59.79%

Plavix Bristol-Myers./.Sanofi-Aventis $113,096,800 $103,544,600 -$9,552,200 -8.45%

Symbicort AstraZeneca $91,483,100 $102,071,200 $10,588,100 11.57%

Chantix Pfizer $38,671,500 $99,514,300 $60,842,800 157.33%

Lyrica Pfizer $114,818,900 $93,164,900 -$21,654,000 -18.86%

Toviaz Pfizer $23,262,500 $84,171,300 $60,908,800 261.83%

Lovaza GlaxoSmithKline $5,162,400 $79,893,800 $74,731,400 1,447.61%

Crestor AstraZeneca $96,436,200 $79,032,100 -$17,404,100 -18.05%

Singulair Merck.&.Co. $70,680,700 $67,844,800 -$2,835,900 -4.01%

Viagra Pfizer $88,636,200 $65,682,100 -$22,954,100 -25.90%

Simponi Centocor.Ortho.Biotech $124,400 $61,884,000 $61,759,600 49,645.98%

Trilipix Abbott.Laboratories $39,750,400 $56,349,100 $16,598,700 41.76%

Boniva Roche./.Genentech $61,381,200 $55,535,300 -$5,845,900 -9.52%

Vyvanse Shire $73,207,700 $52,821,800 -$20,385,900 -27.85%

Spiriva Boehringer.Ingelheim./.Pfizer $56,565,600 $51,757,100 -$4,808,500 -8.50%

Total Spending for Top 20 Brands $1,641,819,600 $1,967,475,100 $325,655,500 19.84%

Total Pharma Spending $3,381,974,400 $3,070,994,000 -$310,980,400 -9.20%

Media Type Q1-3 2009 Q1-3 2010 $ Change % Change

56% Television $2,105,347,200 $1,730,615,800 -$374,731,400 -17.80%

32% Magazine $932,512,200 $972,458,400 $39,946,200 4.28%

6% Newspaper $103,542,700 $186,098,000 $82,555,300 79.73%

5% Internet $218,069,900 $154,266,200 -$63,803,700 -29.26%

1% Radio $19,552,300 $25,226,300 $5,674,000 29.02%

0% Outdoor $2,950,100 $2,329,200 -$620,900 -21.05%

Total Pharma Spending

$3,381,974,400 $3,070,994,000 -$310,980,400 -9.20%

Source: Kantar Media for DTC Perspectives, Copyright 2011.

Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, Internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Cus-tom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com. For more information, send an e-mail to David Wood at [email protected].

0%1%

6%5%

32% 56%

Newspaper Seeing Significant Uptick in DTC Spend in Q1-3 2010 While TV and Internet Lose Slight Market Share


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Savings OffersEffectively Reaching the Right Audience?

T he. pharmaceutical. industry. spends. millions. of. dollars.annually.on. savings.offers. as. a. tool. to.both.drive.new.patients. and. to. improve. adherence. among. existing.

patients.. Pharmaceutical. marketers. increasingly. use. savings.offers.as.a.consumer.tactic,.arguing.that.these.programs.enable.patients. and. doctors. to. make. treatment. decisions. without.being.overburdened.by.cost. considerations.. In.addition,.mar-keters.believe.that.the.offers.increase.adherence.among.patients.who.may.have. stopped. therapy.due. to. cost,. especially. in. the.down.economy.

The.benefits.of.an.offer.can.vary.from.program.to.program.based.on.patient.response.to.out-of-pocket.savings.and.ability.to. foster. brand. interaction.. For. example,. savings. cards. range.from.one-time.use.to.monthly.use,.while.the.value.can.range.from.a. free. trial.Rx. to. a.flat. dollar. amount. to. a. sliding. scale.based.on.patient.co-pay..Marketers.make.such.offers.available.to.consumers.through.a.number.of.channels,.including.point-of-care.(POC).and.media-driven.DTC.campaigns,.or.as.a.part.of. a. broader. relationship. marketing.(RM). program. that. provides. addi-tional.education.to.the.consumer..The.choice. of. tactic. can. affect. targeting,.activation/redemption. rates. and. brand.engagement.

Brand.managers.often.evaluate. sav-ings. offers. by. relying. on. redemption.data..However,.redemption.data.alone.cannot.answer.the.critical.question.that.determines. ROI. –.what. is. the. profile.of. patients. redeeming. the. offer. (exist-ing,.lapsed,.new)?.The.types.of.patients.reached. drive. the. impact. of. the. pro-gram.. For. example,. the. adherence.benefit. from. existing. patients. differs.when. reaching. patients. relatively. new.to. the. brand. versus. continuing. users..Likewise,. the. impact. on. driving. new.

patient.starts.differs.across.patient.types.–.lapsed.patients.(win-back),.branded.competitive.users,.generic.competitive.users,.or.naïve.to.treating.in.category.

RxMarketMetrics. uses. actual. Rx. matchback. analyses. of.hundreds. of. marketing. tactics. over. a. broad. range. of. brands.and. therapeutic. categories.. By. aggregating. and. reporting. on.the. market. norms,. RxMarketMetrics. analysis. can. help. brand.managers. understand. the. patient. types. of. those. who. redeem.savings.offers.

Understanding patient types reached through co-pay card

RxMarketMetrics. can. inform. targeting. through. the. met-ric.Percentage of Existing Patients (among redeemers),.with. existing.patients. defined. as. having.used. the. product. in. the. six.months.prior.to.first.redemption..A.comparison.of.co-pay.card.programs.distributed. through. the. POC. setting. versus. those. distributed.through.media-driven.DTC.campaigns.shows.POC.consumers.more.targeted.toward.existing.patients.(see.Chart.1).

Pharmaceutical marketers should evaluate performance of savings offers by the shares of patient types acquired – continuing patients, lapsed patients, competitive switches, and new to category – as the incremental value driven from savings offer programs differs by patient types. As a result, redemption data alone cannot provide actionable insights. Using Rx-based benchmarks of savings offers suggests that distribution channel is the critical factor in executing a successful savings offer program.

RxMarketMetrics.Series

Chart 1: Co-Pay Card Percent on Product by Distribution Channel

Chart 1 Chart 4 Chart 2 Chart 3 Chart 5Co-‐Pay FTO POC Savings CardsCo-‐Pay FTO

DTC 51% 22% Top 20% 86% 64% 12%POC/Prescriber 72% 58% Median 72% 51% 22%

BoAom 20% 60% 22% 30%

Chart 1 -‐Co-‐Pay Card Percent on Product by Distribu;on Channel Chart 3 -‐Co-‐Pay Card DTC Campaigns Percent on Product

Chart 2 -‐ Co-‐Pay Card POC Campaigns Percent on Product Chart 4 -‐ Free Trial Offer (FTO) Percent on Product by Distribu;on Channel

Chart 5 -‐ Free Trial Offer (FTO) DTC Campaigns Percent on Product

51%

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Median % On Product

Co-‐Pay Card programs targeted toward exis)ng pa)ents

DTC POC/Prescriber Source: Crossix RxMarketMetricsTM Dec 2010.

22%

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Co-‐Pay Card DTC campaigns vary greatly in reaching exis)ng pa)ents

BoAom 20% Median Top 20% Source: Crossix RxMarketMetricsTM Dec 2010.

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Co-‐Pay Card POC offers reach high por)on of exis)ng pa)ents


22%

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Median % On Product

Majority of redeemers who received a Free Trial Offer (FTO) at the doctor's office already on product


12%

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% On Product

For Free Trial Offer (FTO) DTC campaigns, boSom 20% of campaigns reached almost 3 )mes more exis)ng pa)ents than top 20% of campaigns

Top 20% Median BoAom 20% Source: Crossix RxMarketMetricsTM Dec 2010.


Within.distribution.channels,.the.patient.types.reached.and.potential. impact.of.programs.varies..For.example,. the.patient.types. reached. through. the. POC. channel. depends. on. factors.

SAVINGS OFFERS

such.as.stage.in.product.lifecycle.(new.entrant.to.market.ver-sus. established. product),. market. share,. and. generic. competi-tion..Prescribers.may.extend.an.offer.to.patients.they.feel.can.

benefit. from. the. offer,. which. may. or.may.not.correlate.well.with.the.target.patient. base. defined. by. brand. manag-ers. and. sales. reps.. Additionally,. the.offer. itself. can. affect. the. patient. types.reached,. especially. when. another.product. in. the. space. has. a. competing.offer.(see.Chart.2).

As. with. the. POC. channel,. the.patient. types. reached. through. media-driven. DTC. campaigns. varies. across.campaigns.. However,. brand. managers.can. exercise. more. control. over. the.audience.reached.through.media-driv-en. DTC. campaigns. than. in. the. POC.setting.. Monitoring. share. of. patient.types. throughout. the. campaign. can.allow.the.brand.manager. to.adjust. the.media. and. optimize. toward. the. most.effective. buys. for. driving. the. target.patient.types.(see.Chart.3).

Understanding patient types reached through FTOs

Marketers. generally. use. free. trial.offers. (FTOs). with. the. objective.of. acquiring. new. patients. through.reduced. barriers. to. trial,. despite. the.common. industry. concern. that. exist-ing. patients. predominantly. take.advantage. of. FTOs.. The. overall. goal.is. for. these.patients. to.continue.filling.prescriptions. beyond. the. trial. period,.which. can. vary. from. a. few. days. to.a. full. month. of. therapy.. FTOs. are.costly,. as. the.brand.pays. the. full.price.

About RxMarketMetrics

Prescription drug information drawn from Crossix RxMarketMetrics™, market benchmarks for performance of patient adherence and consumer marketing activities based on more than 1,500 actual Rx analyses including 600 consumer marketing tactics across a broad range of therapeutic categories.

Campaigns included in RxMarketMetrics aggregated for the chronic, lifestyle and specialty/biologic markets and derived from actual, anonymized and aggregated, results of consumer marketing campaigns for dozens of leading pharmaceutical brands rang-ing from direct response (DR) to general awareness and branding campaigns (GA), and multi-channel, from Web to Print to TV.

Normative Rx-based measures include conversion rates and curves, retention rates and curves, and Rx patient profiles specific to the market, channel and tactic. Benchmarks further broken down by campaign specifics, such as purpose, level of branding, creative, offer type, response channel and fulfillment stream.

Chart 2: Co-Pay Card POC Campaigns Percent on Product



BoAom 20% 60% 22% 30%




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Chart 3: Co-Pay Card DTC Campaigns Percent on Product



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SAVINGS OFFERS

of. the. script,. including. patient. co-pay. and. the. amount. usu-ally.paid.by.the.insurance.company..As.a.result,.developing.an.early. understanding. of. the. patient. profile. of. FTO. redeemers.can.make.a.big.difference.to.the.success.of.the.program.

RxMarketMetrics. appears. to. validate. the. concerns. sur-rounding. FTOs,. showing. a. significant. percentage. of. FTO.redeemers.often.already.on.product..However,.the.channel.of.FTO.distribution.–.POC.or.media-driven.DTC.–.makes.a.big.difference..Doctors.appear.to.pass.the.savings.on.to.both.new.and. existing. patients,. and. offering. FTOs. via. doctors’. offices.is.not.an.effective.way.of.ensuring.that.only.new.patients.use.the.offer,.with.58.percent.of.patients,. by.median,. already.on.product.when.they.redeem.FTOs.received.through.the.POC.setting.(see.Chart.4)..While.offering.FTOs.to.existing.patients.is.not.the.primary.objective,.there.could.be.a.retention.benefit.

in. such. cases. –. an. impact. beyond. the.scope.of.this.article.

On. the. DTC. side,. brands. often.make. FTOs. available. on. the. brand.consumer. website. or. advertise. with.a. call. to. action. to. request. the. trial.offer. (see. Chart. 5).. The. median. rate.of. patients. already. on. product. who.engage. with. a. FTO. via. DTC. is. 22.percent.. The. remaining. patients,.nearly. 80. percent. of. consumers. who.engage.with.FTOs. through.DTC,.are.potential. new. patients. previously. on.competitive.products.or.new. to. treat-ing.in.the.category..The.brand’s.objec-tive,.of. course,. is. for. these.patients. to.continue.on.to.a.paid.prescription.fol-lowing.the.FTO.

Acting on this informationBrands. and. agencies. using. sav-

ings. card. and. free. trial. offers. can. find.a. number. of. strategies. to. optimize.and. improve. their. tactics. using. these.market. benchmarks.. Different. mar-keting. strategies. will. make. sense. for.savings. offer. tactics. based. on. whether.the.primary.objective.of.the.campaign.is. acquisition. or. retention.. Likewise,.marketers. should. closely. monitor.FTO.tactics. for.effective.targeting.and.appear.better.paired.with.existing.RM.tactics. rather. than. distributed. through.POC.channels.

Understanding. the. patient. types.reached.through.savings.offers.and.the.

benefit.from.each.patient.type.allows.marketers.to.more.accu-rately.measure.the.impact.of.the.programs..For.example,.quan-tifying. the. retention. benefit. when. reaching. existing. patients.and.the.conversion.benefit.when.reaching.prospects,. together.with.the.patient.types.reached.through.the.campaign,.provides.marketers.insights.into.the.components.that.make.up.the.total.ROI. of. the. campaign.. By. understanding. each. patient. type,.marketers. can. dynamically. respond. to. targeting. concerns. and.adjust.media.and.distribution. tactics. to.drive. the.most.profit-able.patient.types.for.their.brand.

This is a second installment of an ongoing series on Rx market metrics of various consumer marketing activities. For more information, see the Crossix RxMarketMetrics™ website (www.rxmarketmetrics.com), from Crossix Solutions Inc., an Rx-based consumer analytics company (www.crossix.com).

Chart 4: Free Trial Offer (FTO) Percent on Product by Distribution Channel



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Chart 5: Free Trial Offer (FTO) DTC Campaigns Percent on Product



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beaconhc.com

At Beacon, it’s all about you...■ Your brand: we’ll listen to what you have to say

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Tough Demands to Galvanize Marketing Communications

2011 Brand Champions Will Possess Six Key SkillsWith a constantly evolving media landscape, a demand for new standards has arisen. As a result, marketers must accelerate their skills in six key areas to separate their marketing communications and become brand champions.

by EllEn HoEnig-Carlson

W orking. in. an. ever-changing. world. of. new. media,.

technologies. and. social. platforms,. coupled. with.

increasingly. powerful. ePatient. communities,. begs.

for.new.abilities.. Stepping. into. the. second.decade.of. the.21st.

century,.demanding.new.standards.will.separate.the.champions.

from.the.also-rans.

Spurring. brand. and. patient. success. requires. building. on.

wisdom.from.the.past,.while.honing.new.abilities.to.educate,.

motivate. and.converse.with.patients. and. their. families..Savvy.

marketers.know.that.the.4P’s.[Product,.Promotion,.Place.and.

Price].–.including.disciplined.analysis,.insight.mining.and.posi-

tioning,. strategy. and. objective. setting,. creative. development.

and.media.planning.–.have.never.been.more.critical..In.addi-

tion,. 2011. brand. champions. are. challenged. to. create. “shared.

value,”1.accelerating.skills.in.six.areas:

1).Dynamic.listening.and.action;

2).Curating.information.and.content.marketing;

3).Pinpointing.boundary-less.consumers;

4).Communicating.for.an.ADHD.world;

5).Relinquishing.the.struggle.for.control;

6).Catalyzing.growing.teams.of.specialists.

Fair.warning:. these. critical. skills.won’t. be. best. learned. by.

reading. a. bestseller,. taking. in. a. webinar. or. delegating. to. a.

junior.team.member.or.vendor;.they.require.ongoing.experi-

menting.and.doing..As.Malcolm.Gladwell.points.out,. it. takes.


10,000. hours. of. focused. practice. to. become. a. consistently.great.performer.

Skill 1: Listen and engageDynamic listening and action, real-time..Not. just. in.

planned. research. settings,. but. in. the. real. world. –. everyday..Identifying.opportunities.and.learning.from.ePatients.and.their.influencers..It’s.not.enough.to.go.to.a.meeting.once.a.quarter.to.find.out.what.has.been.said.by.your.patient.opinion.leaders.(POL’s),.ePatients.and.caregivers..Make.dynamic.engagement.part.of.your.daily. regimen,. so. that.your. listening. is. real. time.and. can. enable. actions. to. be. planned. and. executed. immedi-ately.–.either.by.you.or.by.the.right.specialists.

Astute. marketers. take. dynamic. listening. seriously. –. they.know. who. to. listen. to,. where. to. listen,. what’s. most. impor-tant. to. take.note.of,. and. are.eminently.geared. to. take. action.by. responding. nimbly. to. new. learning.. Champion. marketers.know. that. listening. without. action. is. as. dangerous. as. acting.without.listening..Insightful.listening.can.bump.up.creative.or.messaging,.clarify.a.product.story.that.is.not.being.fully.under-stood,. produce. new. ideas. for. product. development. and/or.service. improvements,. address. new. sub-segments,. or. provide.improved,.real-time.customer.service.

With.so.many.services.at.your.fingertips,.many.free.or.low.cost,.don’t. risk.being. slack..Whether.via. something.as. simple.as.setting.up.a.Google.alert.or.a.hash.tag.search.on.Twitter,.or.purchasing. services. such. as. Radian6. or. Nielsen.BuzzMetrics,.stay.on.top.of.important.brands,.programs.or.topics..

Skill 2: Curating information for contentCurating information and content marketing to

deliver value to patients, families and their commu-nities.. It’s. true,. with. the. growth. of. the. Internet. and. search.engines,. copious. amounts. of. health. information. abound..But.today’s. champion. marketer. must. be. able. to. scan. the. Web,.determine.what.information.will.be.most.helpful.to.high-value.targets.and.bring.it.to.their.core.customers.in.an.easy-to-digest.format.

Consumers. don’t. need. more. information,. but. the. right.information,.at.the.right.time,.for.their.particular.need..Curat-ing.the.right.information.isn’t.easy.–.and.takes.time.–.but.can.be. well. worth. the. effort. by. being. invaluable. to. patients. and.their.families.

Be. vigilant:. curating. and. content.marketing. require. a. dif-ferent.mindset.than.traditional.copy.writing..The.first.is.more.educational.in.nature.and.the.second,.designed.to.get.the.read-er. to. take.a. specific.action,. is. inherently.more.“salesy.”.Both.are. critical. for. successful. marketers. today;. both. can. help. the.other.work.harder..Each.may.beg.for.different.media.vehicles.and.platforms.to.work.best.

Skill 3: Pinpointing consumersReaching boundary-less consumers, where they are

– and at that critical moment of truth.– when they are

in need or curious to learn. This. requires. understanding.how. to. reach. target. consumers. practically. and. emotionally:.assessing. their. media. channel. and. platform. preferences,. tech-nology.acumen,.where.they.are.along.the.treatment.pathway,.and.their.most.pressing.needs.

It.doesn’t.necessarily.mean.dropping.TV.or.print.from.your.media.mix,.but. reconsidering.how. to.perfectly.mesh.creative.and.media.mix,.branded.and.unbranded.education,.awareness.and. response,. traditional. off-line. and. Web. media. with. new.social.media.and.mobile.platforms.

Media.planning.used.to.mean.allocating.spending.between.a.few.mass.market.vehicles.–.a.relatively.easy.exercise.between.reach,. frequency. and.cost. effectiveness..Adapting. the.creative.was.almost.as.easy..Now,.just.to.reach.a.core.segment.of.target.consumers,. it’s. necessary. to. address. a. more. complex. mix. of.online. and. off-line. media. and. platforms. –. each. with. distinct.creative.and.technical.needs.–.without.an.easy.formula.

Should.you.be.actively.considering.mobile.health.technolo-gies?.Consider:.while.Web.2.0.continues.to.spur.the.ePatient.movement,. 85. percent. of. U.S.. consumers. have. cell. phones.(93. percent. of. young. adults. aged. 18-29). and. this. number. is.growing..[This.compares.to.only.66.percent.of.Americans.who.have.broadband.access.]

More. than. 200. million. mHealth. applications. are. in. use.today,. and. that. number. is. expected. to. increase. threefold. by.2012,. according. to. a. new. report. from. Pyramid. Research..Given. the.number.of.healthcare. solutions.possible.via.mobile.technologies.and.platforms,.mHealth.represents.a.new.frontier.

Further,. the. aging. of. tech-savvy. baby. boomers.who.want.to.retain.control.over. their. lives.will. lead. to.greater.adoption.of.wireless. and.mobile. health. products,. helping. to. reposition.healthcare.around.patients,.according.to.a.new.report.by.MIT.Enterprise.Forum’s.Northwest.chapter.

While.connected.health.and.health.monitoring.services.will.fast.become.our.future,.still.called.for.is.perspective..There.are.still. hurdles. ahead. before.mobile. usage. for. healthcare.will. be.

SKILLS OF A BRAND CHAMPION



widespread,. including. regulation,. reimbursement.questions,. and. consumer. behavior. that. prioritize.face-to-face. connections. for. the. majority. of. their.healthcare.questions.

How. will. you. surround. and. support. your. key.patients?. How. will. you. help. patients. and. their.families.better.manage.their.health?.How.will.you.help.patients.better. communicate.with. their. circle.of. healthcare. influencers?. Consumers’. technology.choices. will. continue. to. change.. Make. sure. you.stay. up. with. the. changes. and. embrace. the. right.ones.quickly.

Skill 4: Succinct, meaningful communi-cations

Communicating for an ADHD-like world.. People.want. one-second. sound. bites.before. they. commit. to. investing.more. time.. Growing. addiction.to. new. technology. is. further.feeding. the. consumer. experi-ence. of. being. barraged. 24/7.. Is the Internet Changing the Way You Think?. edited. by. John. Brock-man,. shows. a. continual. theme.among. both. enthusiasts. and.skeptics:.the.Internet.isn’t.chang-ing.the.way.we.think,.it.is.exac-erbating. the. deceptively. simple.challenge. of. “attention. manage-ment”…the. new. Darwinian.imperative. may. be. “the. survival.of.the.focused.”

Stimulating. patient. and. caregiver. curiosity,. learning. and.action,.staying.aware.of.the.onslaught.of.messaging.and.com-munications. is. not. easy.. Cut. through. the. cacophony. by.helping. customers. focus. on. what’s. important.. Speak. in. their.language,. learn.how. they. listen,. absorb. and.want. to. interact..This. begs. for. marketers. to. know. targets. even. more. deeply,.prioritize.ever.more.accurately,.and.make.hard.choices.to.keep.it.simple.and.to.the.point!.[KISS].This.is.the.way.to.be.part.of.the.solution.and.not.part.of.the.noise..Your.patients.will.thank.you.and.maybe.even.connect.with.you.

Skill 5: Turn control over to consumersRelinquish the struggle for control. Controlled. cus-

tomer.communication.is.a.dream.from.the.past..One.result.of.the.Internet.revolution.is.that.“the.people.formerly.known.as.the. patients/audience”. became. publishers. and. broadcasters. –.and.pundits.and.critics.2

Who.owns.a.brand.anyway?.Turns.out. that.customers. are.the. primary. force. –. not. the. manufacturer.. Remember. new.

Coke?.New.Tropicana.carton?.Motrin.IB.“baby-wearing”. campaign?. Today’s. brand. champions.must. respond. quickly,. integrating. new. learning.while.the.train.is.moving.

Build. trust. by. stepping. into. real-time. with.consumers.. Don’t. wait. for. FDA. social. media.

regulations;.join.the.many.that.are.starting.to.take.simple.steps..Let. some. conversations.flow;. respond. to. some. conversations..Encourage. co-creation. where. possible.. Bump. up. value-add.marketing. and. support.–.consistently. and.genuinely.. In. addi-tion.to.keeping.your.ears.in.great.shape,.adopt.a.language.and.voice.of.authenticity,.and.consistently.deliver.education,. sup-port,. compassion,. and. customer. care. for. the. patient. and. the.community.

Provide.as.much.personalization.and.two-way.conversation.as.possible.–.that’s.what.consumers.want,.and.that’s.what.they.trust.

Skill 6: Keeping everything in lockstepCatalyzing growing teams of specialists, fostering

focused collaboration, while seeking new partnerships to grow your brands..It.used.to.be.hard.enough.to.integrate.seamless. execution. across. professional,. consumer,. and. PR.agency. partners. across. media. channels. of. awareness,. off-line.and.online.relationship.marketing,.Web.SEO,.SEM.and.Web.campaigns,. IVR,. and. database. management.. Now. it’s. all. of.this,.plus.staying.current.with.emerging.specialties,.and.devel-

Sanofi-Aventis’ effort is a multi-channel, multi-platform approach, designed to meet consumers where they are.

Marketing to the Digital ConsumerA Healthcare Perspective

A DTC Perspectives Inc. Conference

October 12–13, 2011Crowne PlazaFairfi eld, NJ

M A R K Y O U R C A L E N D A R

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oping.and.executing.programs.across.the.multitude.of.shifting.social.and.mobile.health.applications.

Keeping.a.brand,.its.specialists.and.partners.in.lockstep.takes.new.facilitation.and.remote-coordination.skills..It.also.requires.traditional. integration. and. team-building. skills. ramped. up. to.an.entirely.new.level.to.insure.seamless.delivery.and.a.focused.brand.message,.look.and.feel.

While. it. used. to. be. relatively. easy. to. find. the. required.experts,. now,. as. technologies. and. platforms. evolve. at. light-ning.speed,.identifying.the.real.experts.in.each.is.no.small.task..Too. many. specialists. and. agencies. too. easily. call. themselves.“expert”.–. i.e.,. “social.media. expert;”. look. for. the.ones. that.are. really. partaking. and. have. been. doing. so. consistently. and.effectively.over.time.

One.company.that.seems.to.be.accelerating.the.use.of.these.six. skills,. innovating,. listening. and. acting. consistently. more.than. others. in. pharma. is. Sanofi-Aventis. with. their. multi-channel,. multi-platform,. branded. and. unbranded. work. for.diabetes.. Recently. they. launched. discussdiabetes.com,. a. blog.to. improve. listening,. dialogue,. and. support. of. the. diabetes.community..[Time.will.tell.how.much.real-time.learning.and.action. is. spread. throughout. the. organization. in. response. to.their.community.listening.].Their.diabetes.effort.is.multi-chan-nel,. multi-platform,. designed. to. meet. consumers. where. they.are.–.whether. a.patient.prefers.YouTube.or.watching.video,.

Twitter,.Facebook,.blogs,.using.the.GoMeals.free.app.or.visit-ing. branded. and. unbranded. websites,. such. as. Cooking. with.the.Sorvinos,.WhyInsulin.com,.a1cchampions.com,.STAND-forDiabetes.org. [Start. Taking. Action. Now. for. Diabetes]. or.Lantus.com.. Interestingly,. Novo. Nordisk,. Roche. and. others.are.also.doing.more.vs..less.to.reach.out.to.patients.with.diabe-tes..Credit.the.strong.diabetes.patient.community.for.spurring.innovation.

Champions.know.that.there’s.nothing.new.about.upgrad-ing. and. honing. new. skills. –. it’s. the. practice. of. a. lifetime..For.DTC.marketers,.the.task.gets.more.complex.every.year..Choosing. what. to. learn,. where. to. focus,. when. to. bring. in.new. expertise.will. be. a. big. part. of.what. boosts. the. champs.over.the.finish..DTC

Ellen Hoenig-Carlson is founder of AdvanceMarketWoRx, a brand champion consulting firm known for professional and consumer healthcare disciplines, powering brand growth through traditional and non-traditional marketing, leveraging critical customer interpretations and insights throughout strategy and execution. She can be reached at her blog http://blog.AdvanceMarketWoRx.com, http://twitter.com/ellenhoenig, or by telephone at (609) 333-0549.

Endnotes1. HBR.January-February.2011,.Michael.E..Porter,.The.Big.Idea:.Creating.Shared.

Value2. Lee.Rainie,.Director,.Pew.Internet.Project.Online Health Seeking,.10/2010

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A cross.the.board,.our.brand.advertising.clients.are.faced.with. the. same. question. when. it. comes. to. digital:.Should. we. invest. in. sponsorships. or. create. original.

content?.It’s.a.very.good.question,.because.there.are.two.ways.to. intersect. people. online:. drive. them. to. your. website,. or.bring.your.core.message.out.to.them.wherever.they.are.using.ads.and/or.content.integration.on.third.party.websites.

Driving.consumers. to.a.new.website. is. like. inviting.guests.over. for. dinner..They. come. to. your. home,. get. comfortable,.allow.you.time.to.converse,.serve.the.food,.and.then.they.eat..It’s.much.like.the.process.of.coming.to.a.brand.site.and.help-ing.themselves.to.a.meal.of.interesting.content..Several.indus-try.studies.cite.impressive.lifts.in.brand.awareness.as.a.result.of.website.visits.

Then. there’s. the. notion.of. engaging. consumers. elsewhere.on. the. Web.. This. is. analogous. to. a. water-cooler. discussion.–.day-to-day.activity.that.happens.nonchalantly,.as.a.conversa-tion. wanders. to. several. different. topics.. Water-cooler. topics.are. brief. and. can. shift. quickly,. so. depth. of. content. is. not. a.requirement..Engaging.consumers.where. they.are.with. inter-active.banners.or. content. integrated. into. third-party.websites.has.also.been.proven.effective.in.lifting.brand.awareness.

High.share-of-voice.sponsorships.are.a.smart.consideration..In.this.scenario,.a.brand.surrounds.the.related.condition.con-tent. on. a. third-party. website. with. advertising.. For. example,.sites. like.Everyday.Health,.HealthCentral,. and.WebMD.have.individual. sections. related. to. specific. health. conditions.. If. a.brand.were. communicating. a.new. treatment.or. indication,. it.could.achieve.100.percent.share-of-voice.by.sponsoring.every-thing.in.the.relevant.condition.section.–.the.hub.page,.article.pages,. related. videos,. even. mobile,. iPad. and/or. print. exten-

sions.. The. brand. would. thereby. ensure. that. its. product. will.be. top-of-mind. for. anyone. researching. the. disorder. on. that.website.without.having.to.create.and.drive.traffic.to.all.of.the.content..These.types.of.sponsorships.can.be.highly.customized,.allowing. the.brand. to.pick. and.choose. the. content,. integrate.with.it,.and.impress.visitors.faster.and.on.a.grand.scale..Many.health.media.sites.also.have.interactive.tools.(such.as.symptom.checkers). and. even. social. media. opportunities. already. devel-oped.on.their.websites..All.of.these.resources.come.into.play.as.you.consider.a.sponsorship.

Creating your own websiteCreating. similar. assets. for. a. standalone. website. is. budget-.

and.time-consuming.in.its.own.right,.due.to.the.medical,.reg-ulatory.and.legal.reviews,.as.well.as.DDMAC.submissions..All.of.that.time.and.effort.can.be.costly,.but.it.might.be.the.right.approach.given.your.brand.dynamics.

When. building. a. new. website,. you. obviously. have. to.design.and.develop.all.of. the.content,. including. text,.articles,.images,. and. the.different. pages..That’s. not. all. –.once. you’ve.built.the.site,.you.still.need.to.attract.visitors..

Search. marketing. is. the. best. way. to. funnel. qualified. traf-fic.to.websites.efficiently..All.DTC.campaigns.should.include.a. component. of. search. marketing,. whether. it. be. paid. or.natural.search.optimization..Maintaining.prominent.placement.in. either. paid. search. or. search. engine. optimization. (SEO).requires. effort. and. investment,. which. is. another. expense. for.which.you.need.to.account.

Sponsoring. existing. content. through. online. advertising.offers.several.immediate.benefits..Advertising.extends.the.reach.and. frequency. of. your. message,. targets. the. right. audience,.engages. patients. where. they. surf,. and. aligns. the. brand. with.

Many pharmaceutical marketers want to know if they should build their own website or advertise on an existing site. Running scenario plans to determine the necessary investments and potential yield will help you understand the value between the two options. Once you have a sense of potential ROI and evaluated other pertinent factors, you can decide where you should communicate your core message.

by laurEn boyEr

Which Comes First, the Website or the Ad?


the. publisher.. Advances. in. audience. data-gathering. make. it.possible.to.target.consumers.in.a.wide.variety.of.ways,.so.that.you.can.take.advantage.of.additional.advertising.opportunities.outside.of.context..But.what.these.types.of.sponsorships.aren’t.good. at. is. driving. efficient. website. traffic. and. connecting.impressions.to.website.actions..Your.ads.are.in.front.of.people,.but.that.doesn’t.mean.anyone.will.click.on.them.to.stop.what.he.or.she.is.doing.and.take.a.trip.to.your.site..A.small.percent-age.will.click.through,.but.the.average.click.through.rates.for.digital.ads.is.very.low.–.0.01-0.5.percent!

Valuing ownership vs. sponsorshipObviously,. the.plan.you.choose.will.depend.on.a.number.

of. factors..Understanding. the.value.of. a.visit. to.your.website.versus. the. value. of. a. media. impression. on. another. site. will.help.you.decide.which.path. is.best..This.might.be.easier. said.than.done,.but.here.are.some.suggestions.for.getting.there.

The.first.thing.to.do.is.focus.on.one.objective..What.is.the.number.one.thing.you.want.people.to.do,.think.or.feel.when.they.come.across.your.message?.Creating.a.concise.communi-cation.plan.should. lead.to.the.desired.audience.online.action,.offline. action,. or. perception.. The. action. could. be. a. video.view,.a.registration.for.a.rebate.program.or.patient.starter.kit,.a.downloaded.doctor.discussion.guide.to.bring.to.an.upcom-ing.visit. to.a.physician,.or.even.time.spent. interacting.with.a.combination.of.these.things..When.you.think.about.your.digi-tal.strategy.in.this.way,.you.realize.these.things.can.happen.on.your.site,.a.partner.site,.or.even.within.an.ad.unit.

So,.where.should.you.place.the.content?When.you’re.considering.these.options,.run.scenario.plans.

for.each.case.and.look.at.the.required.investments.and.poten-tial.yield..When.developing.a.new.website,. the. investment. is.the.sum.of.the.cost.of.the.assets,.ongoing.maintenance,.and.the.cost.of.the.online.or.offline.media.to.drive.traffic..With.con-tent.sponsorships,.the.investment.is.the.cost.of.the.media,.plus.media. asset. production,.media.flight,. and. total. visitors..Once.you. have. a. sense. of. potential. ROI,. you. can. start. evaluating.other. factors,. such. as. timeliness. of. brand. engagement,. lasting.assets.and.product.sales.impact.

Running the scenariosA. client. of. ours. was. recently. challenged. with. a. scenario.

that.hinged.on.several.of.these.factors..The.question.they.were.considering.was.whether.to.spend.$400,000.on.a.new.website.that. would. be. relevant. for. only. six. months. by. the. time. we.launched. it,. and. then. invest.another.$500,000. to.drive. traffic.to. the. site,. or. buy. out. all. of. the. ads. within. a. robust. condi-tion. section.on. a. reputable.website. for. a. year. and. customize.our. messaging. within. the. partner. site’s. existing. content.. We.had.insights.that.told.us.the.people.we.drew.into.our.website.would.have.an.approximate.20.percent.new.patient. start. rate.potential. and. that. the. people. who. saw. our. ads. would. have.

a. roughly. 10. percent. new. patient. start. rate. potential,. so. we.knew. we. would. need. the. sponsorship. to. work. harder. if. we.went.in.that.direction.

Focus on one objective. What is the number one thing you want people to do, think or feel

when they come across your message?

Underscore. ran. the. business. case. scenarios. and. looked. at.the. potential. impact. in. each. case.. To. oversimplify. the. cases.to. better. illustrate. them,. consider. the. following:. If. we. built.the. website,. ran. an. SEO. effort. to. boost. natural. search. rank-ings,.sponsored.paid.search.listings,.etc.,.we.would.drive.about.50,000.people. to. the.site..Applying.the.new.patient. start. rate.of.about.20.percent.for.the.website,.that.would.be.10,000.new.patients.at.an.average.of.$90.per.new.patient.start..If.we.took.the.same.investment.budget.and.opted.for.a.paid.media.spon-sorship,. we. found. we. could. reach. 300,000. people. over. the.same.timeframe.and.we.would.have.only.a.few.ads.to.develop..Applying. the. new.patient. start. rate. of. 10. percent,. the.media.approach.would.yield.35,000.new.patient. starts. at. an.average.of.$25.per.new.patient.start.

After.considering.the.level.of.effort.for.each.case,.we.deter-mined. that. the. media. sponsorship. was. the. right. answer. and.would.also.be.easier. for. the.client. to.manage,.given. resource.constraints..We.were.also.able.to.negotiate.use.of.some.of.the.content.on. another.website.we.were.building,. and.have.first.right. of. refusal. for. renewal. of. the. sponsorship. to. block. out.competitors.

In. other. cases,. given. different. objectives,. a. new. website.would.make.more.sense..If.a.brand.is.marketing.a.product.that.relieves. a. condition. with. low. incidence. and. prevalence,. its.third.party. tools. and. content. are. limited,. even.on. the. largest.third-party.health.websites..Here,.building.brand-owned.assets.including.websites.and.communities.makes.more.sense.because.the.publishers.willing. to. create. the. content. can’t.offer. a.pre-existing.audience.for.you.to.tap.into..Using.a.combination.of.targeted.paid.search,.SEO.and.digital.asset.optimization.(DAO).to.promote.the.new.site.will.yield.the.right.visitors.

Both. approaches. –. building. lasting. brand. assets. and. spon-soring.third.party.assets.–.are.great.options.for.putting.a.brand.message.in.front.of.consumers..Obviously,.each.has.drawbacks,.too..By.focusing.on.clear.goals.and.then.researching.potential.business. impact. for. each. format,. you. can. find. the. one. that’s.best.for.you..DTC

Lauren Boyer is the CEO of Underscore Marketing. During her career, Boyer has developed multi-channel media programs, direct mail, websites, eCRM programs, and e-business models for a variety of indus-tries, particularly pharma and OTC. She can be contacted by e-mail at [email protected] or telephone at 646-442-0456.

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W ith. the. advent. of. blogs,. forums. and. social. net-works,. patients. and. physicians. alike. have. been.leaving.a.massive.trail.of.written.notes.that.elabo-

rate. on. diseases,. conditions,. therapeutic. options,. disappoint-ments,. and. outcomes.. They. express. issues. and. hesitations,.reflect. on. what. has. been. said,. and. mete. out. verdicts.. Those.written.trails.capture.the.conventional.wisdom.that.–.right.or.wrong.–.govern.our.beliefs.and.behavior.

What.is.striking.about.this.new.medium.is.that.patients.and.caregivers. say. things. as. they.are,.oblivious. to. the.etiquette.of.live.encounters.where.one.naturally.skews.the.answer.to.please.the.other. person..Anonymity.plus. absence.of. visual. cues. and.body.language.provide.added.purity.to.the.content.

That. is. not. to. say. what’s. written. is. gospel.. What. we. are.looking. at. here. is. raw. and. unedited. and. takes. place. within.the.full.context.of.real. life.where.anecdotes,.family.situations,.personal.beliefs,. jokes,. and. sheer.blather.weave. in.and.out.of.the.discussion..Obviously,.the.content.leans.towards.the.nega-tive.. When. people. are. happy,. they. simply. go. out. and. enjoy.life;. they.do.not. sit.at. their.computer. to.recount. their. joy..It.is. those. that. are. hurting. that. tend. to. do. so..Those. individu-als.need.to.denounce.injustice.done.unto.them.or.share.their.misery.with.any.soul.willing.to.commiserate..There.is.also.the.crowd.of.those.that.have.an.axe.to.grind.or.are.bent.on.put-ting.down.the.competition.

Thanks.to.the.progress.of.the.Internet,.we.can.now.retrieve.in.a.matter.of.seconds.thousands.of.postings,.blogs,.tweets,.and.the.like.that.talk.about.a.drug,.a.symptom.or.a.side.effect..The.fact. that. it. is. not. a.handful. but. thousands.of. postings. is. both.a.blessing.and.a.curse.. It. is.a.blessing.because.we.are. looking.at. an. enormous. amount. of. information. from. which. we. can.gain.insights..It.is.a.curse.because.we.now.have.to.read.every.single.one.of. those. thousands.of. postings. to.find. the.prover-bial.needle.in.the.haystack..Because.hours.of.blog.reading.dull.the.mind,.we.simply.stop.when.it.gets.too.strenuous..We.pat.ourselves.on.the.back.for.whatever.nuggets.we.found.and.lull.ourselves. into.believing. that. the.unread. stack.cannot.possibly.contain.anything.worthwhile..Clearly,.a.mechanized.approach.is. in. order.. Indeed,. an. elegant. piece. of. artificial. intelligence.(AI). that. can. sum. up. the. gist. of. the. blog. without. getting.bogged. down. by. the. intricacies. of. natural. language. under-standing.is.the.Holy.Grail!

Implications of analyzed postingsLet’s.assume.for.the.sake.of.discussion.that.such.an.elegant.

piece. of. AI. exists. right. now.. How. would. that. tool. alter. the.way. our. industry. acquires. business. intelligence. and. distills.insights?. What. specific. areas. will. be. impacted?. Also,. what. is.the. edge. a. pharma. company. that. deploys. such. a. tool. enjoys.compared.with.its.counterpart.that.does.not?

Three. areas.will. be. impacted,. even. transformed..They. are:.(1). patient. safety. and. concerns,. (2). crafting.of.marketing.mes-

Gain Competitive Intelligence through

Posting Analysis

With the advent of digital platforms, consumers leave a massive trail of written notes that elaborate on medications, conditions and outcomes. Both a blessing and a curse, marketers can utilize posting analysis technology to gain insights from this enormous amount of information.

by JEan-PatriCk tsang, PHD & Mba (insEaD) anD kElvin roCHa, PHD & Mba


sages/programs. and. analysis. of. feedback. and. (3). key. opinion.leader.(KOL).identification.and.mapping.of.influence.dynamics.

It. is. easy. to. understand. why. patient. safety. and. concerns.are.on.the.top.of.the. list..If.a.causal.connection.is.established.between. taking. the. drug. and. a. string. of. medical. issues,. the.pharma. company. has. no. choice. but. to. pull. the. drug. off. the.market. and. deal. with. the. billions. of. dollars. in. lawsuits.. A.serious. side. effect. is. of. course. less. detrimental.. Nonetheless,.any. prospects. of. blockbuster. status. are. squashed. as. the. drug.is. saddled.with.a.black.box. label..Even.the.mere.suspicion.of.the. possibility. of. a. connection.with. some. adverse. event.may.be. enough. to. inflict. long-lasting. and. irreversible. damage. to.the.brand..Until. the.pharma.company.has.established.absence.of. a. causal. relationship.with. the. side.effect,.physicians. simply.choose.a. less.problematic.drug.in.the.meantime.just.to.be.on.the.safe.side.

Thanks to the progress of the Internet, we can now retrieve in a matter of seconds thousands of postings … that talk about a drug, symptom

or side effect.

Against. this.backdrop,. the.ability. to. spot.early.on. linkages.between. the.drug. and. alleged. adverse. effects. is. a. prized. asset.indeed..Given.early.notice,.the.pharma.company.may.work.on.producing.the.evidence.to.nip. the.problem.in. the.bud..Even.when. such. evidence. is. hard. to. come. by,. the. value. of. being.forewarned. is. nonetheless. greatly. appreciated.. The. pharma.company.can.take.appropriate.action.to.shed.light.on.the.mat-ter.and.work.on.finding.the.most.appropriate.course.of.action.

A. second. area. of. significant. impact. pertains. to. the. craft-ing. of.messages. that. resonate.with. the. target. audience.. Post-ings.provide.answers. to.a.whole.range.of.questions.marketers.ask.when.crafting.messages:.profile.of.consumer,.key.benefits.and. unique. selling. points. of. product,. objections. and. hurdles,.comparative.advantages,.etc..The.same.postings.also.help.assess.how. ongoing. marketing. initiatives. are. received. and. suggest.how.they.need.to.be.tweaked.accordingly..For.instance,.is.the.current.zero.co-pay.program.working.in.Chicago?.Is.it.better.to.provide.a.free.starter.kit.or.a.fifth.prescription.on.the.house?.More. generally,. which. promotional. tactics. would. be. better.suited.for.the.Midwest?

The.third.area.focuses.on.thought.leader.identification.and.profiling.. In. essence,. the. quest. is. about. identifying. ideas. that.are.gaining.popularity.and.making.early.on.the.determination.if. those. ideas. are. friendly. or. dangerous..When. it’s. the. latter,.the.next.move.is.to.contemplate.what.action.is.best.to.counter.the.spreading.of.those.ideas.(wait.and.see.is.oftentimes.a.wise.option).. That. is. why. it. is. so. important. to. know. who. those.KOL’s. are,.what. their. credentials. are,.which. sites. they. thrive.

on,. and.what. is. it. about. the. ideas. they. promote. that. engage.their.following.so.well.

It.is.clear.from.the.brief.description.of.the.three.areas.above.that.such.an.elegant.piece.of.AI.would.give.a.definitive.leg.up.over.the.competition.to.whoever.owns.it..

Determining the problem with AIAs. far. as. we. are. concerned,. the. problem. is. how. to. build.

such.an.elegant.piece.of.AI.so.that.it.can.summarize.the.gist.of.a.blog.without.having.recourse.to.the.mind-boggling. intrica-cies.of.natural.language.understanding..Our.situation.is.akin.to.this:.Make.out.what. a.conversation. in.a. foreign. language.we.are.not. familiar.with. is. about..The. good.news. is.we. are.not.trying.to.fully.understand.the.conversation;.we.simply.want.to.know.if. the.conversation. is.about.weather,.money,. sex,.poli-tics,.etc.

In.this.endeavor,.we.want.to.establish.if.the.blog.talks.about.efficacy,. side. effect,. money,. adherence,. disease. progression,.therapeutic. option,. and. the. like.. To. make. sure. the. problem.does. not. get. too. unwieldy,. we. are. prepared. to. take. a. nar-row.view.on.the.question.by.focusing.on.a.single.therapeutic.area..This.should.increase.the.odds.that.we.would.know.what.to. listen. for. to.establish. that. the.posting. is. talking.about,. say,.therapeutic.options.

Establishing the methodologyHere. is. how. the. system. works. in. a. nutshell.. The. blog. is.

parsed. against. a. thesaurus. of. keywords. and. expressions. that.pertain. to,. say,. side. effects. of. attention-deficit. hyperactiv-ity. disorder. (ADHD). drugs.. If. the. blog. does. not. contain.any. entries. of. the. side. effects. of. the. ADHD. drug. thesaurus,.this. simply.means. the.blog.does.not. talk.about. side.effects.of.ADHD. drugs.. The. assumption. here. is. the. thesaurus. is. quite.complete,. which. means. significant. effort. needs. be. expended.when.building.thesauruses.

The same postings also help assess how ongoing marketing initiatives are received

and suggest how they need to be tweaked accordingly.

If,.on.the.other.hand,. the.blog.does.contain.entries.of. the.thesaurus,. then. a. tallying. system.kicks. in..Entries. of. the. the-saurus. carry. several. attributes,. one. of. which. expresses. where.the.keyword/expression.lies.on.a.negative-positive.scale..That.allows. the. tallying. system. to. establish. the. stance. of. the. blog:.positive,.negative,.or.neutral..This. is.very.helpful. since.when.it.is.brought.to.your.knowledge.that.someone.is.talking.about.you,.that.information.would.not.be.complete.unless.you.know.if.what.is.being.said.is.good.or.bad..The.entry.in.the.thesau-rus. also. has. attributes. to. describe. the. relative. importance. of.

WEB POSTING ANALYSIS



the.entry..When.talking.about.side.effects.for.instance,.clearly.“unbearable.pain”.carries.more.weight.than.“mild.headache.”

There.are.also.attributes.meant.to.guide.the.parsing.process..One.of.them.indicates.where.the.entry.needs.to.be.in.the.sen-tence:.beginning,.middle,.or.end..This.comes.in.handy.to.shed.light.on.the.tone.of.a.blog..If.there.is.heavy.use.of.imperatives.(verbs.at.the.beginning.of.a.sentence),.the.blog.may.smack.of.a.patronizing.style.

This. parsing. process. is. repeated. for. all. thesauruses. and. a.summary. is. constructed.. Our. system. counts. two. kinds. of.thesauruses:. thesauruses. that. are. related. to. pharmaceutical.topics. (side. effects,. efficacy,. money,. etc.),. and. thesauruses.that. are. related. to. the. tone. of. the. blog,. for. instance,. seek.help.vs..offer.help,.descriptive.vs..prescriptive,.thoughtful.vs..sanguine..The. latter.helps.gauge. if. a.blog.needs. to.be. taken.seriously.or.dismissed.

Understanding the results

W e . d e v e l o p e d.a . Web-b a s e d . b l o g.analysis. tool. that. we.deployed.to.analyze.the.content. of. hundreds.of. thousands. of. online.pos t ings . per ta in ing.to. various. therapeu-tic. areas.. To. moni-tor. and. improve. the.tool,.we. ran. a.man. vs..machine. comparison,.where. man. is. rightly.assumed. to. be. supe-rior. to. machine.. We.submitted. hundreds.of. postings. to. a. few.people. for. scoring. and.

used.the.differences.in.scores.to.augment.the.thesauruses,.fine-tune.the.linguistic.principles,.and.tweak.the.parsing.algorithm.

Currently,.the.tool’s.scoring.performance.is.around.80.per-cent.of. its.human.counterpart.and.we.are.striving.to.get. it. in.the.nineties..A.100.percent.is.daunting.because.of.the.range.of.linguistic. devices. we. naturally. employ.. They. are. so. obvious.for.us.that.we.have.trouble.comprehending.the.challenge.they.pose. to. the. computer.. Hyperboles. illustrate. the. point. well..When. the. posting. mentions. “that. terrible. stuff,”. we. imme-diately. know. based. on. the. context. that. it. refers. to. the. drug.mentioned.earlier,.given.the.negative.description.that.was.por-trayed..The.computer.program,.on.the.other.hand,.being.short.of.linguistic.wits,.simply.does.not.get.it!

The. tool. allows.us. to.perform.a. few. important. tasks..First.off,. it.tracks.how.the.perception.of.a.drug.evolves.over.time,.either. in.general.or,. say,.as. far.as. side.effects.are.concerned.–.

Fig 1: Comparative evolution of reported side effects: Concerta vs. Vyvanse

Fig 2. Evolution of top drugs on the mind of consumers that talk about Adderall

Continued on page 32

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or. any.other. dimensions. such. as. efficacy. and.pricing. for. that.matter.–.or.at.an.even.finer.level.such.as,.say,.“headache”.and.“vomiting”.within. side. effects.. For. added. relevance,. the. tool.splits. the. trending. between. positive. (depicted. in. green). and.negative. (depicted. in. red).. One. can,. in. a. glance,. gauge. if. a.concern.is.picking.up.steam.or.blowing.over.

This.feature.comes.in.very.handy.when.two.drugs.need.to.be.compared.with.each.other.(see.figure.1)..Another.way.the.tool.allows.us.to.assess.competition.is.through.the.therapeutic.options.dimension. (see.figure.2)..When.selecting. this.dimen-sion,.the.tool.tracks.over.time.which.drugs.are.most.frequently.mentioned. –. under. a. favorable. vs.. unfavorable. light. –. along.with. the. drug. of. interest.. The. insight. here. is. although. our.nemesis.is.drug.X,.it.is.drug.Y.that.we.need.to.watch.out.for.when.the.patient.is.a.dual.eligible.from.the.Midwest.

One can, in a glance, gauge if a concern is picking up steam or blowing over.

Also,.the.tool.allows.us.to.drill.down.and.display.the.origi-nal. postings. behind. the. scoring. (see. figure. 3).. This. not. only.helps.us.get.a.better.understanding.of.the.underlying.context,.but. also. draws. our. attention. to. pieces. of. the. puzzle. that. we.would.have.otherwise.missed.

ConclusionThis. approach. is. an. excellent. way. to. conduct. primary.

research..The. best. part. is. it. is. not. subject. to. the.Hawthorne.effect.whereby. the.observed. is. influenced.by. the.presence.of.the. observer..The. fact. that. the. posting. is.written. in. Spanish,.Chinese,.Korean,.Hindi,.German,.French,.or.even.Latin.pres-

ents.no.major.obstacle,.and,.a.result,.such. an. approach. can. be. deployed.worldwide.after.customization..

Needless.to.say,.such.an.approach.comes.with.its.own.limitations..First,.it. is. contingent.upon. the. free.flow-ing. information. of. websites,. which.may.at.some.point.revisit.their.access.policy.. Second,. the. perception. that.is. portrayed. is. relative. to. the. web-sites. that. are. culled.. There. is. obvi-ously. a. bias. and. that. bias. cannot. be.quantified. easily. because. we. do. not.know.what.we.do.not.know..Third,.the. information. is. skewed. towards.the. negative. and. towards. the. opin-ions.of.the.loud.and.talkative.people..More.than.95.percent.of.the.people.read. a.posting.but.do.not. leave. any.written.trace.

Looking. into. the. future,. the. Twitter. phenomenon.is. probably. the. one. that. will. have. the. highest. impact.. It.deserves.mention.since.the.findings.of.the.analysis.may.differ.markedly.depending.on.whether.the.input.is.harvested.from.postings.or. from.tweets..Asked.about.Auntie’s. recovery,. the.comments. you. offer. may. be. quite. different. depending. on.whether.you.are.on.the.phone.or.at.your.desk.composing.an.e-mail.

Indeed,. tweets. are. more. than. short. postings.. First. off,.many. more. people. tweet. than. put. up. postings.. Tweets. only.take. a. few. seconds. (140. characters. max,. no. punctuation.required).and.will.keep.on.growing.moving.forward..Second,.tweets.move.very.fast,.thanks.to.the.“follow.me”.feature.that.alerts. followers. immediately. of. any. new. messages,. which. in.turn. spur. followers. to. respond. promptly. (snowball. effect)..Third,. the. immediacy. of. the. mobile. platform. tends. to. favor.emotions. from.the.amygdala.rather. than.cold,. logical.analyses.from.the.higher.parts.of.the.brain..DTC

Jean-Patrick Tsang is the founder and president of Bayser, a Chica-go-based consulting firm dedicated to pharmaceuticals sales and market-ing. Tsang is an expert in patient-level data, not only for longitudinal analyses, but also for larger endeavors such as hospital-retail spillover, influencers & spheres of influence, molecular targeting, promotion response, and the like. He can be reached by telephone at (847) 920-1000 or e-mail at [email protected].

Kelvin Rocha is a consultant with Bayser. His technical expertise has been critical for many research endeavors. He spearheads the social media division with a single-minded focus on the pharma industry. He also specializes in PLD-based system dynamics, hospital spillover, and test/control analyses. Rocha can be reached by telephone at (847) 679-8258 or e-mail at [email protected].

Fig 3. Explanation of the rationale behind the scoring of a posting

Continued from page 30

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Turning Insights into InnovationRegional marketing identifies specific opportunities for sales growth and market share that national marketing plans may not fully recognize. Understanding market variations and the key drivers behind these variations, brand marketers can enhance a marketing plan with regional strategy, plan development and deployment, leading to an increase in a brand’s sales performance.

by sCott WEintraub

Regional.marketing. is. a. concept.whose. time.has. come..As.companies.in.the.pharmaceutical,.biotech.and.medi-cal. device. (global. change). markets. begin. to. embrace.

the. idea,. the. question.becomes:. “How.do.we.make. regional.marketing.a.reality?”

First,.let’s.take.a.closer.look.at.regional.marketing..Regional.marketing.is.a.targeted.allocation.of.resources.to.markets./.dis-tricts.for.the.greatest.return.on.investment.(ROI)..It.is.a.strat-egy. that. relies. on. understanding. regional. variability. and. how.to. harness. it. in. order. to. maximize. results.. Marketers. should.deploy.regional.marketing.when.variations.exist.among.payer,.provider,.prescriber,.population,.product,.or.place.

Regional. marketing. consists. of. grouping. similar. markets.based.on.common.drivers.and.developing.marketing.strategies.utilizing.key.market.drivers..With.regional.marketing,.it.is.local.differences.that.help.determine.how.to.efficiently.direct.avail-

able.resources..It.is.important.to.have.a.rapid.deployment.team.ready. to. take. advantage.of. local.market. changes. as. they.hap-pen..The.overall.objective.is.to.drive.product.performance.and.improve.ROI.through.efficient.resource.deployment.and.allo-cation..Other. benefits. of. regional. marketing. include. reduced.program. waste. and. improved. productivity. for. the. marketing.and.sales.teams.

Establishing your plan of actionRegional. marketing. consists. of. three. disciplines:. regional.

strategy,.regional.plan.development.and.regional.deployment..

Regional Strategy. –. In. this. initial. step,. assess. the. many.factors. influencing. brand. performance. in. each. market. and.evaluate. the. company’s. capabilities. for. handling. regional.marketing.. Next,. develop. a. vision. for. how. regional. mar-keting.innovation.can.help.your.brand..Then.work.to.gain.

The Regional Marketing Roadmap


sales. and. marketing. leadership. alignment. and. collaborate.with. regional. counterparts.. Most. importantly,. conduct. an.in-depth. driver. analysis. to. understand. market-level. differ-ences.for.the.brand;.identify.the.drivers.and.group.the.mar-kets.based.on.drivers.in.order.to.capitalize.on.opportunities.specific.to.those.grouped.markets.

Regional Plan Development. –. Once. the. strategy. is. in.place,.develop.market.plans. that.make. the.most.of.market.groups.. Customize. and. prioritize. resources. based. on. the.market. opportunities. present.. Identify. available. resources.and.build.additional.marketing.tools.as.necessary.to.address.regional.differences..Ultimately,.develop.an.integrated.tacti-cal.plan.and.document.how.to.measure.success.

Regional Deployment. –. Finally,. execute. the. marketing.plan.with.precision.and.deploy.tactics.rapidly..Build.a.solid.communication. plan. and. platform. for. sharing. best. prac-tices..Measure. and.analyze. results..Regroup. regularly.with.regional. counterparts. and. regional. marketing. partners. to.continually.refine.the.plan.

Marketers should deploy regional marketing when variations exist among payer, provider,

prescriber, population, product, or place.

If.done.properly,.enhancing.a.marketing.plan.with.regional.strategy,. plan. development,. and. deployment. can. significantly.enhance. a. brand’s. sales. performance.. A. regional. approach.identifies. specific. opportunities. for. regional. sales. growth. and./.or.market.share. increases. that.national.marketing.plans.may.not. fully. recognize. or. prioritize. if. plans. are. made. based. on.national.averages.only.

To.develop.a.plan,.marketers.must.first.understand.market.variations. and. the. key. drivers. behind. these. variations.. Even.though. formulary. continues. to. be. a. key. predictor. of. market.share. in.many.categories. and.geographies,.other.market.driv-ers.can.have.a.significant.impact.on.brand.performance.at.the.market. level..The.key.drivers.–.or.6P’s.–.of. regional.perfor-mance.are:

Payer.–.dynamics.of.the.entities.financially.responsible.for.healthcare.and.Rx.(e.g.,.government,.employer,.cash).

Provider –. dynamics. of. the. entities. administering. the.healthcare.and.Rx.processes.and.facilities.(e.g.,.health.plans,.integrated.delivery.systems,.PBMs,.hospitals,.clinics)

Population. –. patient. dynamics. influencing. healthcare.choices. and.Rx.use. (e.g.,. age,.gender,. income,.education,.ethnicity,.disease.prevalence)

Prescriber –. dynamics. of. the. parties. advising. patients. on.healthcare. and. Rx. (e.g.,. specialty,. affiliations,. MDs/1,000.patients)

Product –.product’s.market-level. performance. relative. to.the.nation.and.competition. (e.g.,. sales.dollars,.NRx,. share.and.volume,.compliance)

Place.–.additional.dynamics.for.the.market.providing.con-text.for.the.other.drivers.(e.g.,.field.force,.political.environ-ment,.legislation).

Manage the 6P’s through analysisWith. the. many. regional. factors. impacting. ROI,. and. the.

variations.that.can.occur.by.market,.region.and.district,.it.can.be.easy. to.become.overwhelmed.by. the.data.and.revert.back.to. the. safety. zone. of. a. one-size-fits-all. marketing. strategy..The. companies. that. succeed. today. are. those. that. find. ways.to.leverage.all.of.this.data.in.a.manageable.way..Furthermore,.sales.leadership.should.be.focused.on.the.unique.market.driv-ers.within. their. region.–.with. the. right. strategies. and. tactics..A. detailed. market. driver. analysis. serves. to. uncover. the. key.district-level.drivers.that.correlate.to.brand.performance.

One.key.benefit.of.market.driver. analysis. is. that. it. groups.districts.based.on.performance.drivers,. rather. than.geographic.proximity..For. example,. given. the. thousands.of.miles.of.dis-tance. between. Pittsburgh. and. Hawaii,. you. typically. do. not.think. of. them. as. similar. markets.. However,. in. one. specific.analysis.they.were.grouped.together.by.the.various.similar.fac-tors.driving.market.performance.for.a.particular.brand..In.this.case,. they. share.common.market. factors.of.very.high.generic.penetration. combined. with. low. favorable. formulary. status..Therefore,. they.will. likely.need. the. same. tools. and. resources.to.succeed.

Case in point: leverage driver analysisA.pharmaceutical.company.asked,.“How.can.I.really.lever-

age. the. district-level. driver. analysis. we. did. together?”. The.solution.included.brand.team.immersion,.strategic.allocation.of.resources.and.sales.team.immersion.

The.brand.team.initially.spent.several.sessions.discussing.the.results.and.the.implications.of.the.driver.analysis.findings..This.allowed.them.to.develop.a.plan,.including.resource.allocation.and. sales. team. communications,. that. was. strategic. and. data.based..Going. forward,. all. strategies.were.discussed. in. relation.to.the.different.driver.groupings.

The.next.step.after.the.brand.team.immersion.was.to.actu-ally. allocate. resources. (samples,. speaker. programs,. lunch. dol-lars,.vouchers,.etc.).based.on.the.driver.analysis..Some.districts.received. twice. the.original.plan.and.other.districts.were.allo-cated.none.of.a.particular.resource.

The.regional.marketing.partner.then.traveled.to.each.region.and. met. with. the. company’s. field. leadership. (from. the. top.to. the. district. level). and.had. formalized. discussion.with. each.group.. This. helped. drive. home. the. lessons,. implications. and.the.impact.on.each.region..The.sales.teams.were.then.able.to.

REGIONAL MARKETING


REGIONAL MARKETING

develop. their. own. implementation. plans. based. on. the. data..The.regional.marketing.partner.developed.a.data-based.process.to.evaluate.the.sales.teams’.ideas..As.a.result,.the.brand.exceed-ed.revenue.goals.by.three.percent.

Case in point: amplify national brand strategy In. another. example,. a. pharmaceutical. company. created. a.

regional. marketing. roadmap. to. amplify. their. national. brand.strategy.and.ensure.every.sales.rep.and.product.manager.were.aligned.

In.the.first.step,.each.field.operating.unit.completed.a.needs.assessment. based.on.both. quantitative. and.qualitative. research..Instead. of. jumping. from. needs. to. local. solutions,. the. team.stepped.back,.reviewed.the.brand.strategies.and.decided.which.of.the.local.needs.were.alighted.to.the.brand.strategy..The.needs.that.were.totally.unique.(i.e.,.would.have.taken.the.local.teams.off. strategy).were.de-prioritized.and. the. team. focused.only.on.problems.that.could.be.solved.with.on-strategy.solutions.

The. needs. that. were. deemed. on-strategy. were. evaluated.versus.the.needs.assessment.of.other.operating.units.and.solu-tions. were. developed. that. were. templates,. yet. still. custom-izable.. This. minimized. legal. /. regulatory. review. time. and.ensured.everything.was.aligned.with.the.brand.strategy.as.the.template.was.100.percent.on.strategy..There.was.enough.flex-ibility.in.the.template.to.allow.local.customization.

Like.all.field.personnel,.the.field.team.at.the.pharmaceutical.company. was. overwhelmed. with. internal. “strategic”. com-munications.and.thus.deleted.most.without.even.reading..Too.much. communication. can. be. as. bad. as. too. little.. The. team.developed. a. way. to. have. standard,. yet. customizable,. com-munications.so.that.80.percent.of.what.people.received.in.the.West.matched.what.people.received.in.the.East..The.other.20.percent.consisted.of.a.local.message.from.the.local.vice.presi-dent..Survey.data.showed.key.message.recall.had.improved.14.percent!

Turning insights into innovation Brand.marketers.today.must.take.on.the.challenge.of.assess-

ing. regional. (and. even. local). customer. needs. and. developing.integrated. plans. to. meet. those. needs.. Going. a. step. further,.with. the. support. of. their. regional. counterparts. as. well. as. a.strong.regional.marketing.partner,.brand.marketers.can.devel-op. an. integrated.plan. to.bring. regional.marketing. innovation.to.the.market.in.an.effective.and.scalable.way..DTC

Scott Weintraub is founder of Healthcare Regional Marketing (HRM). HRM helps pharmaceutical, biotech, and medical device brands to understand regional variability and how to harness it to maximize national results. Visit the Healthcare Regional Marketing website at http://www.hrmexperts.com. Contact Weintraub by tele-phone at (917) 861-8299 or e-mail at [email protected].

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By overlooking the Hispanic consumer segment, the U.S. pharmaceutical industry is missing out on billions of dollars in annual sales. Even a conservative estimate would place the potential growth opportunity at approximately $18 billion, yet little is being done currently to reach this untapped market.

by EriC talbot

One. of. life’s. little. pleasures. is. when. you. find. $20. in.the.pocket.of.a.pair.of.jeans.you.have.not.worn.for.a.while..We.look.at.this.as.found.money,.but.in.actual.

fact.it.is.our.money.that.we.have.forgotten.about..Now.if.we.can.forget.about.$20.in.our.jeans,.how.much.could.be.hiding.in.the.pockets.of.our.brands?.The.answer.is.billions,.and.one.such.pocket.is.the.Hispanic.consumer.segment.

U.S..Hispanics.currently.represent.16.percent.of.the.coun-try’s. total. population..However,. they. represent.only.7.5.per-cent1. of. the.U.S.. pharmaceutical. industry’s. total. annual. sales..Even. after. accounting. for. any.difference. in.healthcare. cover-age,.there.is.a.disparity..It.is.likely.there.are.several.contribut-ing.factors.within.the.patient.journey.which.leads.to.this,.such.as.diagnosis,.treatment.and.adherence,.but.these.are.symptoms.and.not.the.cause.

The. real. cause. is. an. industry. that. has. largely. ignored. one.of.its.largest.and.fastest.growing.potential.consumers..In.2009,.the.U.S..pharmaceutical.industry.spent.$4.2.billion2.on.various.forms. of. DTC,. not. including. direct-to-patient. (DTP). pro-grams.or.professional.promotion..Of.that,.only.0.9.percent,.or.$38.million3,.was.spent.on.Spanish-language.media..The.U.S..Hispanic.consumer.has.been.the.forgotten.patient.

This. is. surprising. considering. the. potential. upside.. If. His-panics. account. for. 7.5. percent. of. Rx. dollars. vs.. 16. percent3.of.the.U.S..population,.it.is.reasonable.to.estimate.the.growth.opportunity.to.be.in.the.area.of.$18.billion.

Identifying the opportunitiesThe.first.step.to.finding.your.$20.is.to.identify.those.brands.

that. have. the. greatest. “right. to. win”. with. Hispanics.. As. an.example:. Hispanics’. type. II. diabetes. prevalence. at. 9.4. per-

cent4. is. 2.4. times. greater. than. non-Hispanic. Whites,. which.may. in.part.be. a. result.of. an.obesity. rate. (BMI>30).of.41.85.vs.. non-Hispanic. Whites. (31.6. percent).. In. other. markets,.we.see.Hispanic.men.with.higher.rates.of.BPH.(19.0.percent6.vs.13.5.percent7).as.well.as.being.more. likely.to.have.erectile.dysfunction.(19.5.percent8.vs..18.4.percent9)..Other.examples.of.diseases. in.which.Hispanics.over-index. include.hyperlipid-emia.and.sleep.disorders.for.both.genders,.and.coronary.heart.disease.for.women.

The. next. step. for.marketers. looking. to. reach.Hispanics. is.to.identify.the.various.points.within.the.patient.journey.where.disparities.can.occur..Many.believe.the.barriers.to.diagnosis.are.insurance. coverage. and. the. ability. to.pay..The.problem.with.this.is.that.the.majority.of.Hispanics.do.have.healthcare.insur-ance10.and.even.for.those.without.coverage,.they.are.able.and.willing.to.pay.

In.fact,.a.U.S..Bureau.of.Labor.Statistics.study.showed.that.Hispanic. households. increased. their. healthcare. drugs. spend-ing. by. 28. percent. from. 2007. to. 2008,. while. non-Hispanic.spending. remained.flat11..Also,. 48. percent. of.Hispanics. agree.they. will. “pay. anything. when. it. concerns. my. health”. versus.34. percent. of. non-Hispanics.. For. brand. managers. the. news.gets.better,.as.35.percent.of.Hispanics.agree.they.are.“willing.to.pay.extra.for.non-covered.meds”.versus.29.percent.of.non-Hispanics12..

Breaking down barriersSo. if. money. is. not. the. issue,. why. are. Hispanics. so. often.

diagnosed.and.treated.at.lower.rates?.Here.is.where.awareness.and.overall.health. literacy.come.into.play..The. lack.of.health.information. specifically. targeting. Hispanics. creates. a. barrier.

HispanicsThe Forgotten Patient


MARKETING TO HISPANICS

to. seeking. treat-ment..Studies.have.shown. that. His-panics. –. regardless.of. language. abili-ties.–.have.a.lower.level. of. brand. rec-ogn i t i on 13. o r . a.true. understanding.of. some. diseases..In. many. cases,. it.is. reminiscent. of.the. overall. mar-ketplace. prior. to.DTC.advertising.

Again,. let. the.numbers. lead. the.way.. By. utilizing.patient. data,. it. is.possible. to. segment. and. track.patients.by.eth-nicity. through. their. journey. from.diagnosis. to.treatment. and. onto. adherence.. This. analysis.will.provide.focus.for.your.campaign.and.help.you.determine. if. you.need. to. increase. aware-ness.to.drive.patients.to.their.HCP.in.order.to.be.diagnosed.or.if.your.gap.exists.in.the.treatment.phase.

Culturally relevant communicationsOnce.you.decide.on.a.strategy,.you.should.turn.to.patient.

insights..Marketing.to.Hispanics.is.about.more.than.translating.materials.or.casting.your.commercial.to.fill.a.Latino.quota..It.is.about.communicating.a.culturally.relevant.message.in.an.envi-ronment.that.emotionally.connects.

A. best-in-class. example. of. a. brand. that. leveraged. insights.is.Flomax..We.have.all.seen.the.“four.guys”.TV.commercials,.which.won. several. awards. and.were. very. effective. at. driving.Rx’s.

When. Boehringer. Ingelheim. wanted. to. pull. some.money.out.of.their.Hispanic.pocket,.they.started.fresh.and.discovered.that.playing.golf.and.fishing.with.friends.was.not.going.to.res-onate.with.Latinos..Instead,.they.took.the.approach.of.familia,.knowing.that.for.Hispanic.men,.spending.time.with.their.fam-ily.is.a.strong.motivator..The.Spanish-language.campaign.fea-tured.a.Hispanic.husband.and.wife.discussing.the.problem.and.then. enjoying. leisure. time.with. their. families. –. over. a.meal,.with.their.kids.–.once.it.was.treated.

At.the.2010.DTC.National.Conference,.Boehringer.Ingel-heim’s.executive.director.of.customer.development.marketing.Rich.Baron. shared. that. their.approach. led. to.2.5. times.more.brand. awareness. among. symptomatic. Hispanic. men. only. six.months.after.the.campaign’s.launch.

Hispanic.consumers. are.already. significant.con-tributors. to. brand. performance,. a. role. that. will.only. strengthen. with. time.. The. Hispanic. 35+.population.is.expected.grow.42.percent.in.the.next.10. years,. compared. to. 9. percent. of. non-Hispanic.growth14.

Take.a.proactive.approach.and.think.about.how.to. access. this. large. and. growing. segment. of. con-sumers.early.on.in.your.planning.as.it.will.help.you.and. your. brand. achieve. great. heights.. Frank.Hig-

gins,. Nestlé’s. president.of. the. Prepared. Foods.Division,. has. echoed.this:. “It’s. very,. very.simple..You. can. sit. on.your. hands. right. now,.continue. to. pursue. the.general. market,. let. the.Hispanic.market.evolve.as. it. does. and. a. com-petitor. is.going. to. take.the. business. from. you..But. the. bottom. line.is,. as. a.business.oppor-tunity,. the. Hispanic.

market.is.a.fantastic.opportunity.that.comes.around.once.in.a.business.career.”

.Don’t.let.Hispanics.be.the.forgotten.patient..DTC

Based in New York City, Eric Talbot is vice president of brand solutions for Univision Communications Inc. His team advises clients in the healthcare services industry on how to harness the power of the Hispanic consumer to grow their sales. Talbot can be reached by e-mail at [email protected].

Endnotes. 1. SDI.Health.VONA.audit,.TRx.comparison.calendar.year.2009. 2. Nielsen.AdViews.Calendar.year.2009. 3. US.Census.projections. 4. 2001.Behavioral.Risk.Factor.Surveillance.System. (BRFSS).data. (163,584. sub-

jects.aged.30.years.and.older). 5. Lloyd-Jones.D.et.al; “Heart Disease and Stroke Statistics – 2010 Update. A Report

From the American Heart Association.” Circulation;.V.121;.1/26/10;.p.e1. 6. The.Journal.of.Urology;.Volume.177,.Issue.4,.April.2007,.pages.1,395-1,400. 7. U.S.:.Prevalence.rate.of.enlarged.prostate.in.men.age.50.and.older;.census.figure.

for.men.age.50.and.over.used. to.calculate.prevalence.number. (The.American.Journal.of.Managed.Care;.V.12;.No.4;.Suppl;.3/06;.pS83)

. 8. BMC.Urology;.V.6;.2006;.p30

. 9. The.American.Journal.of.Medicine;.V.120;.No.2;.2/07;.p15110. Survey.by.Pew.Hispanic.Center,.Robert.Wood.Johnson.Foundation,.200711. Consumer. Expenditure. Survey. (CES). 2007. vs.. 2008. conducted. by. the. U.S..

Bureau.of.Labor.Statistics.12. Simmons.NCS/NHCS.Spring.2009.Full.Year.–.Population13. 2010. Pharma. Awareness. Study,. commissioned. by. Univision. Communication.

Inc..and.conducted.by.an.independent.third.party.14. Census.Interim.Projections,.Aug.2008.(Projections.for.2010-2020)

Just six months after launching, Flomax’s Hispanic campaign led to 2.5 times more brand

awareness among symptomatic Hispanic men.

The MPDA Conference: Marketing to the Overweight American is designed for marketers of products or services such as drugs, devices, diets, supplements, meal replacements, and services designed to help overweight Americans lose weight and improve their quality of life. This conference will feature best in class speakers as well as case studies, market analysis, behavioral research, and regulatory discussions designed to make sure your weight loss products and services are marketed in the most effective fashion to the consumers who are most in need of their benefi ts. This conference is a great way for anyone in the weight loss industry to immediately improve

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your target consumer in other industries.

For more details visit www.mdpaconference.com

Date October 19 – 21, 2010Location Crowne Plaza, Atlanta, GA

MPDA ConferenceMarketing to the Overweight American

Crowne Plaza HotelSilver Spring, MD

A DTC Perspectives Inc. Conference

September 27-28, 2011WHENWHERE

• Located in the dynamic suburban community of Silver Spring, Maryland

• Seven miles north of the museums and monuments of Washington, D.C.


Mobile a Must for Marketing Healthcare

to WomenWomen’s mobile ownership, usage and expectations are escalating – and to be relevant to her in the near future, healthcare marketers need to get serious about mobile now. While legal and regulatory issues may pose some challenges, mobile clearly opens a multitude of new opportunities for healthcare marketers to connect with women.

by katE CalDWEll

Here’s.a.mind-boggling.fact:.23.million.women.will.be.getting.their.first. smartphone.between.now.and.next.November.

Add. these. to. the. 34. million. women. who. already. own.smartphones,.and.that.means.massive.change.is.coming.to.the.marketplace..Women’s.mobile.ownership,.usage.and.expecta-tions. are. escalating.with. the. intensity. and. speed.of. a. tsunami.–.and.to.be.relevant.to.her.in.2011,.2012,.and.beyond,.health-care.marketers.need.to.get.serious.about.mobile.now.

Going.forward,.mobile.is.not.optional...Smartphone. penetration. will. pass. 50. percent. in. 2011. and.

keep.on.rising..Why.is.smartphone.penetration.tipping.so.fast.now?.A. large.number.of. phone. contracts. are. coming.due. in.2011,.combined.with.an.explosion.in.new.phones.and.inten-sive.competition.reducing.costs..The.result.–.soon.one.out.of.every. two. women. will. have. mobile. Internet,. e-mail,. AND.GPS.at.her.fingertips..

We. have. already. seen. that. once. she. has. the. ability. to. go.online.from.her.phone,.she.does..The.immediacy.of.a.smart-phone.is.invaluable.for.today’s.time-pressed.women.and.clear-ly. they. are.making.use. of. it..Currently,. 63. percent. use. their.smartphones.to.access.the.Internet.at. least.weekly;.61.percent.use.their.phones.to.send.and.receive.personal.e-mail..

Phone.usage.by.everyone.is.changing.rapidly..While.mobile.Internet.use.currently.varies.by.age,. shortly.when.one.out.of.

every. two. people. owns. one,. usage. will. go. up. dramatically.across. ages.. Older. people. will. be. joining. the. mobile. masses,.their. younger. caregivers. will. expect. mobile. access. and. their.physicians. will. be. changing. the. way. they. practice. medicine..Today,. 63. percent. of. physicians. own. smartphones,. with. 81.percent.use.predicted.by.2012..Doctors.are.already.using.their.phones. during. patient. office. visits,. e-mailing. patients,. etc..The. opportunities. to. enhance. doctor/patient. interactions. via.mobile.marketing.are.too.many.to.count.

As [women] become more accustomed to anytime, anywhere access to the Internet, their health seeking and sharing by phone

will escalate.

The. speed. with. which. mobility. is. arriving. may. be. a. bit.scary,.and.the.legal.and.regulatory.issues.may.pose.some.chal-lenges,.but.mobile.clearly.opens.a.multitude.of.new.opportu-nities. for. healthcare. marketers. to. connect. with. women.. Far.beyond. simply.delivering.coupons,. the.use.of.video,.gaming,.GPS,.augmented.reality,.etc.,.can.create.more.interactive.ways.to. educate. her. on. conditions. and. medications,. new. ways. to.enhance. doctor-patient. interactions,. activate. women’s. social.networking.for.a.brand.–.and.deliver.relevant.messages.at.key.moments.of.truth.never.before.available.


Mobile a natural for womenThere.is.no.doubt.women.will.adopt.mobile.for.health.fast-

er. than.men..Having. the. Internet. in.her.pocket.24/7. simply.amplifies.natural.female.behaviors,.enabling.even.more.multi-tasking,.researching,.connecting.and.sharing.

Women. are. already. more. active. online. health. informa-tion. seekers. than. men. (54. vs.. 44. percent. seek. at. least. once.per.month),. searching. for. themselves.as.well.as. for.others..As.they. become. more. accustomed. to. anytime,. anywhere. access.to.the.Internet,.their.health.seeking.and.sharing.by.phone.will.escalate..And.their.expectations.will.rise.as.well..For.example,.a.mobile-friendly.website. is. already. a.must. for.meeting. con-sumer.expectations.in.our.new.mobile.world.

Opportunity for marketers Many.health.marketers.have.begun.to.“mobilize”.by.creat-

ing.phone.apps..There.are.more.than.350,000.health.apps.cur-rently.on.the.market.for.everything.from.counting.calories.and.getting. health. tips. to. learning. about. new.medicines,. keeping.personal. health. records,. etc..But. building. an. app. is. no. guar-antee.of.use..Only.20.percent.who.download.a.free.app.use.it.more.than.one.day,.and.only.five.percent.are.still.using.it.after.30.days.

Consumer brand marketers have already raised the bar on [instant gratification] and women

judge healthcare marketers by those standards.

The. secret. to. successfully. marketing. to. women. in. this.dynamic.environment.is.to.quickly.communicate.what.matters.to.her.–.not.just.what.matters.to.the.brand..Research.conduct-ed. across. major. marketing. channels. by. Draftfcb. shows. that,.on. average,. consumers. allow. marketers. 6.5. seconds. to. make.their.brand.matter.–.a.timeframe.likely.to.be.even.shorter.on.a.smartphone...In.mobile,.it’s.essential.those.6.5.seconds.be.used.wisely.

Use mobile time wisely Here. are. some. guidelines. for. making. the. most. of. mobile.

healthcare.opportunities:• Provide instant gratification..In.our.“I.want.it.NOW”.

culture,. today’s.women.expect. instant.gratification..Con-sumer.brand.marketers.have.already.raised.the.bar.on.this.and.women.judge.healthcare.marketers.by.those.standards..

• Keep it bite-sized, relevant, disposable. Mobile.pro-vides.immediacy.for.women.who.are.time-pressed,.allow-ing.them.to.take.advantage.of.micro-moments.throughout.the. day.. She’s. not. likely. to. do. in-depth. research. into. a.health.topic.on.her.phone..Marketers.need.to.understand.and.anticipate.her.mobile.needs..For.her,.it’s.about.getting.an.answer.now,.getting.where.she’s.going,.getting.some-

one.else’s.opinion,.getting.a.deal,.and.sometimes.even.fill-

ing.a.little.time.between.other.activities.

• Make it useful..Make it fit..Meet.a.need.and.design.it.

to. fit. into. her. life. and. there. is. a. better. chance. a.mobile.

app. will. get. used.. Too. many. of. the. mobile. apps. being.

launched. today. are. little. more. than. brochureware,.

designed. to. serve. the. company,. not. the. woman.. Useful.

apps.are.focused,.simple.and.provide.enough.value.to.sell.

themselves.

• Touch her decision-journey points. With. mobile,

it’s.not.just.about.“what”.you.communicate.that.matters..

Context,. where. and. when. you. reach. her. –. physically,.

geographically.and.mentally.along.her.condition-.or.brand.

decision-journey,. changes. what. matters.. Marketers. can.

increase.their.odds.of.getting.her.to.engage.if.they.address.

what.matters.to.her.at.her.key.moments..Mobile.can.play.

multiple.roles.at.different.points.along.the.journey,.allow-

ing.marketers.to.connect.with.her.in.all.kinds.of.times.and.

places.unavailable.before.–.for.example,.in.the.physician’s.

office. or. in. the. loyalty. loop. to. promote. adherence. and.

brand.advocacy.

• Use more pull, less push.. Marketing. healthcare. to.

women. in. the. new. mobile. world. requires. new. think-

ing. about. pulling. consumers. vs.. pushing. them.. Health-

care. requires.a.pull. approach.because.patients.need. to.be.

engaged,.empowered.and.educated.to.realize.better.health.

outcomes..Value.creates.“pull”.and.for.women.that.means.

providing. answers,. advice,. support,. participation,. com-

munity,. even. entertainment.. It. means. connecting. natu-

rally,.creating.real.value.to.gain.participation,.delivering.a.

message.that.engenders.trust,.and.offering.a.share-worthy.

experience.

To.repeat,.the.mobile.tsunami.is.coming,.and.fast:.23.mil-

lion.women.will.get. their.first. smartphone.between.now.and.

next. November.. That’s. roughly. 62,000. more. women. using.

smartphones.every.day.in.the.coming.year.

Can.you.hear.me.now?.Mobile.is.not.optional.–.it’s.imper-

ative.–.when.marketing.healthcare.to.women..DTC.

Kate Caldwell is a marketing and advertising strategist with more than 25 years of experience across multiple industries. Currently senior vice president, group strategic planning director at Draftfcb Chicago/Consumer Health, she is a recognized expert in understanding today’s healthcare consumers and the ways in which they interact with profes-sionals, manage their own care and make health decisions. Caldwell can be reached by e-mail at [email protected] or telephone at (312) 425-6635.

MOBILE MARKETING


and

Are proud to congratulate the Top 25 DTC Marketers of the Year

The 2011 Top 25 DTC Marketers will be honored with this prestigious award during a special luncheon on April 8th, immediately following the close of the DTC National Conference. This year’s luncheon will be a private event; those wishing to attend should contact the DTC Perspectives offi ces at 973-377-2106

for more details about how to receive an invitation.

Read about the 2011 Top 25 DTC Marketers when they are profi led in the June issue of DTC Perspectives magazine. Due to this year’s outstanding entries from the industry, we have

co-awarded two marketers whose individual efforts resulted in a collaborative success. Visit www.dtcperspectives.com for full details about the Top 25 DTC Marketers Award

and the DTC National Conference. For more information on congratulating these marketers, please contact Stacey Hagenbush at

973-377-2106 ext. 225 or [email protected].

And the Top Marketersare…

Emily BaierPublic Relations, Respiratory MarketingBoehringer Ingelheim Pharmaceuticals Inc.

Kellie C. BoyleSr. Director of Marketing, CVMU Business UnitGlaxoSmithKline

Lisa Brogan SchaferManager, Global Marketing Communications, GardasilMerck & Co., Inc.

Heidi GillmoreDirector, ULORIC MarketingTakeda Pharmaceuticals North America, Inc.

Marisa GrazianoDirector, Franchise Communication PlatformsCentocor Ortho Biotech Inc. / Johnson & Johnson

Jennifer HavensDeputy Director Consumer MarketingSanofi Pasteur Inc.

Carolyn HobbsDirector of Marketing Operationssanofi -aventis U.S.

Christopher D. JohnsonConsumer Brand Director, Seroquel XRAstraZeneca Pharmaceuticals LP

Ed KalahaGroup Product Director, Dermatology, STELARA®, REMICADE®

Centocor Ortho Biotech Inc.

Jennifer LubaczPromotion Manager, Global Marketing Communications, ZostavaxMerck & Co., Inc.

Jennifer McGovernSenior Product Manager, Cardiovascular Customer Strategy and InnovationNovartis Pharmaceuticals Corporation

Allyson McMillan-YoungbloodMarketing Director, US Diabetes FranchiseBristol-Myers Squibb Company

Jon MeneeseProduct Manager, OraceaGalderma Laboratories

Kerrie PattonMedia Services ConsultantLilly USA

Ralph RobinsonDTC Marketing Director, EnbrelAmgen

Brent W. RoseSenior Manager, Consumer MarketingDaiichi Sankyo, Inc.

Maite Ruiz-RodriguezSr. Marketing Manager, MIRENABayer Healthcare Pharmaceuticals

Leslie SchaeferConsumer Brand Director – Onglyza & Kombiglyze XRAstraZeneca Pharmaceuticals LP

Heidemarie SchnellDeputy Director, Consumer Brand Marketing, Womens HealthcareBayer Healthcare Pharmaceuticals

Judy SewardsDirector, Patient Marketing Lead for ViagraPfi zer, Inc.

Denise ShiffmanExecutive Director, Digital Marketing & MediaGlaxoSmithKline

Paul StevensonAssociate Director, LevemirNovo Nordisk

Benjamin VershDirector, Media, Worldwide BioPharmaceutical Business, Pfi zer, Inc.

Adelle WalkerSenior Manager, US Marketing, Medical Dermatology, Aczone, Botox, TazoracAllergan

Todd WarnerPatient Marketing Director, LipitorPfi zer, Inc.

Amy White MeadowsAssociate Brand Manager, Consumer Marketing, Men’s HealthLilly USA

And the Top 25 DTC Marketers of the Year are...


Driving Product Demand with New StrategiesWith shifting attitudes of consumers and markets maturing, one of the keys to a fiscally sound healthcare communications plan is having a dynamic marketing strategy. It is important to identify your target audience and prioritize the various avenues to determine the appropriate mix in a multi-channel, multi-touch approach.

by EriC bootHE

A s. marketers,. the. constant. whispers. of. “What’s new,”.“How can we engage our customer better,”.and.“What will work best,”. are. the. haunts. of. many. and. bring. sleep-

less.nights..Although.few.may.truly.invent.a.new.technique.or.develop. a. new. technology,. vigilantly. integrating. the. various.tools. at. our. disposal. is. what. makes. the. difference. and. drives.the.business..As.always,.the.focus.turns.to.the.marketer.to.keep.the.energy,.desire.and.demand.around.the.products.high.

Here.are.a. few.things. to.consider.as.you.work. to.develop.your.new.strategies.to.continually.grow.the.revenue.stream...

Develop your plan tacticallyThe.best.place.to.start.when.devising.your.strategy.is.at.the.

end,.with.your.ultimate.objective.–. to.gain.a. loyal.customer..The. objective. may. be. obvious,. but. now. you. need. to. ask:.“Who is that customer?”.and..“Do they fall in a single demographic, or do they reach across many?”.All.of.these.questions,.and.numer-ous. others,. will. begin. the. process. of. identifying. the. optimal.way.to.reach.your.target.market..

Identify your target marketThis. is. discussed. in. many. terms:. niche. marketing,. micro.

marketing,. etc.. With. technology. and. today’s. more. educated.consumer,.general.mass.marketing.is.simply.not.a.viable.strat-egy. for. many. products.. Targeted. marketing. is. essential.. It.improves. your.ROI. and. allows.you. to. focus.your.marketing.spend.on.more.impactful.messages.crafted.specifically.for.your.key.consumer.

To. identify. your. target. market. you. have. to. first. know.your.product.intimately..Know.exactly.who.is.currently.using.the.product,.who.will.use. the.product. in. the. future.and.per-

haps. most. importantly. who. is. not going. to. use. the. product..Although. we. all. want. to. believe. that. everyone. everywhere.needs.our.offering,.this.is.rarely.the.case.–.the.iPad.may.be.the.exception.

Find the right channels and prioritize themOnce.you.have. identified.your.market,. it’s. time. to.deter-

mine. how. to. reach. that. market.. Engaging. in. this. type. of.survey. or. research. will. most. likely. return. several. avenues. or.channels. that. will. work. to. get. your.message. to. your. targets;.from.direct.outreach.via.a.sales.force,.to.an.online.Web.page,.journal.ad,.direct.mail,.etc.

In. looking.at. the.various.channels. to.reach.your.audience,.it. is. important. to. prioritize. them. in. order. to. begin. arrang-ing.your.campaign..If.your.customers.are. in.a.broad.range.of.demographics. you. will. have. everything. from. apps. to. direct.mail. and. brochures.. Prioritizing. these. may. be. tough,. but. it.helps. to. ask. the.question:. “Through which channel is the major-ity of my target receiving their information?”. If. someone. is. trying.to. reach. me,. a. well. designed. e-mail. campaign. for. the. initial.outreach.is.one.that.may.cause.me.to.hesitate.before.I.delete.it,.and.if.it.is.customized.to.items.I.need.and.to.my.preferences.it.will.most.likely.get.read.through.

Take a multi-channel, multi-touch approachFor. a. truly. dynamic. strategy,. use.multiple. channels. to. get.

your. message. to. your. targeted. customers.. This. will. greatly.improve. your. reach. and. increase. the. chances. of. engaging.your.customer..Another. aspect.of. a.good.dynamic.marketing.campaign. is. to. plan. on. multiple. touches,. not. only. for. initial.

Advertise.in.DTC Perspectives.Magazine

Why advertise with us?

•.Effi cient Targeting..Reach.pharmaceutical.marketers.for.a.fraction.of.the.cost.than.other.industry.publications

•.Engaged Readers..Loyal.subscribers.read.us.cover-to-cover,.recognizing.our.content.as.valuable.and.relevant.to.their.business

• Bonus Distribution..DTC Perspectives.magazine.is.also.distributed.at.our.DTC.National,.MDPA.&.Fall.Conferences

For more information please contact Stacey Hagenbush, [email protected], 973-377-2106 x225

Value-added packages available for 4 time advertisers.Opportunity for integrated presence through DTC Perspectives magazine, our Web site,

e-mails/e-newsletters, and conferences.

REACH THE RIGHT DTC MARKETERS


engagement. but. for. follow-up. outreach. with. customers. you.are.bringing.through.the.loyalty.life.cycle.

Once you have a customer response, it is imperative to continue that relationship

with planned follow-up touches of quality information.

To.engage.your.customers.initially,.you.will.need.multiple.initiatives.to.gain.a.response..In.order.to.truly.be.able.to.man-age. the. results. of. the. campaign. and. gain. further. information.to.use.in.cultivating.the.relationship.with.your.customer,.your.initial. touch.campaign.must.have.a.call. to.action..Whether. it.is. to. receive. an. incentive. or. simply. to. gain. further. informa-tion.about.your.product,.getting. the.prospective.customer. to.engage. you. by. responding. to. a. campaign. is. step. one. in. the.process.

Many. campaigns. do. not. go. much. beyond. the. initial.engagement. of. the. customer.. Once. you. have. a. customer.response,. it. is. imperative. to. continue. that. relationship. with.planned. follow-up. touches.of.quality. information..For.exam-ple,.if.your.product.treats.cholesterol,.a.good.follow-up.touch.would. be. a. personalized. menu. planner. to. help. the. customer.work.on.eating.properly.to.help.their.disease.state..Other.pos-

sibilities.might. include. a. link. to. an. app. for. their.Android. or.Apple. device. that. provides. information. or. ongoing. updates.around.their.disease.and.treatment.

Determining. the. mix. of. what. those. touches. should. look.like.and.which.channel.will.deliver.them.will.all.be.dependent.on. your. knowledge. of. your. customer.. Just. remember,. these.personalized.multi-channel.touches.will.be.integral.in.moving.your.customers.to.loyalty.in.your.company.and.brand.

The final pictureYour. planning. board. should. now. look. like. a. fairly. large.

corporate. organizational. chart.. The. time. it. takes. to. look. at.all. available. target. markets. and. channels. to. reach. those. mar-kets,. prioritize. everything,. plan. out. the. touch. trees. with. all.variations,. and.finally. put. the.plan. into. action. is. going. to.be.significant.. However,. the. outcome. of. obtaining. an. engaged.loyal.customer.in.a.shorter.turn.around,.while.maintaining.or.improving.ROI,.is.well.worth.it.

And.one.final.thing.to.remember.–.these.ideas.can.be.inte-grated.with.current.ongoing.campaigns.as.easily.as.with.a.new.plan..DTC...

Eric Boothe is director of business development – Life Sciences Divi-sion for EarthColor, which offers end-to-end on-demand marketing solutions for the pharmaceutical and biotech industries. Boothe can be reached at [email protected].

MARKETING STRATEGIES

ADVERTISING INDEX & RESOURCE CENTERCompany Page Website Phone Contact Email

Accent.Health 18 accenthealth.com 212-763-5118 Kerry.Ann.Clawson [email protected]

17 beaconhc.com 908-781-2600 Joseph.Holden [email protected]

Cadient 49 cadient.com 484-351-2800 Mike.Kelly [email protected] 4 cbs.com 212-975-1771 Tom.Delaney [email protected]

e-Healthcare.Solutions 47 e-healthcaresolutions.com 609-882-8887 Jo.Elynn.Cook [email protected] 51 health.com Shelley.Coughlin [email protected]

HealthCentral 33 healthcentral.com 703-302-1064 Quincy.Smith [email protected] 55 healthmonitornetwork.com 201-649-9918 Alex.Dong. [email protected] 23 ldmgrp.com 973-822-1848 Brian.Peterson. [email protected]

Lifescript 11 lifescript.com 610-725-0170 Vince.McAneney [email protected] 7 micromass.com 919-851-3182 Jeff.Burkel [email protected] 31 microsoft.com 646-225-4516 Michael.Shiels [email protected]

Parade 56 parade.com 212-450-7141PM360 53 pm360online.com 646-300-8111 Anna.Stashower [email protected]

Remedy.Health 13 remedyhealthmedia.com 212-695-5316 Jenna.Tansey [email protected] 9 sdihealth.com 610-834-0800 John.Ross [email protected]

SSI 27 surveysampling.com 203-567-7325 Sharon.Cortina [email protected]

Eric Boothe.is.director.of.business.development.–. Life. Sciences. Division. for. EarthColor,. which.offers. end-to-end. on-demand. marketing. solu-tions. for. the. pharmaceutical. and. biotech. indus-tries.. Boothe. can. be. reached. via. e-mail. [email protected].. To. read. his. article,.turn.to.page.45.

With. over. 15. years. of. experience. in. interactive.and. general. marketing,.Lauren Boyer,. CEO. of.Underscore. Marketing,. possesses. a. deep. knowl-edge.of.strategy.and.measurement,.brand.advertis-ing.and.direct.response..During.her.career,.Boyer.has. developed. multi-channel. media. programs,.direct. mail,. websites,. eCRM. programs,. and.e-business.models. for. a.variety.of. industries,.par-

ticularly. pharma. and. OTC.. Boyer. can. be. reached. by. e-mail. [email protected]. or. by. telephone. at. (646). 442-0456..Turn.to.page.25.to.read.her.article.

Kate Caldwell. is. a. marketing. and. advertising.strategist. with. more. than. 25. years. of. experience.across. multiple. industries.. Currently. SVP,. group.strategic. planning. director. at. Draftfcb. Chicago,.Caldwell. is. a. recognized. expert. in. understanding.today’s. healthcare. consumers. and. the. ways. in.which. they. interact. with. professionals,. manage.their. own. care. and. make. health. decisions..

Caldwell. can. be. contacted. at. [email protected]. or. (312).425-6635..To.read.her.article,.turn.to.page.41.

Ellen Hoenig-Carlson. is. founder. of. Advance-MarketWoRx,.a.brand.champion.consulting.firm.known. for. professional. and. consumer. healthcare.disciplines,.powering.brand.growth.through.tradi-tional. and. non-traditional. marketing,. leveraging.critical. customer. interpretations. and. insights.throughout. strategy. and. execution.. She. can. be.reached. at. her. blog. http://blog.AdvanceMarket-

WoRx.com,. http://twitter.com/ellenhoenig,. or. by. telephone. at.(609).333-0549..Turn.to.page.19.to.read.her.article.

Kelvin Rocha. is. a. consultant. with. Bayser,. a.Chicago-based. consulting. firm. dedicated. to.pharmaceuticals. sales.and.marketing..His. techni-cal. expertise. has. been. critical. for.many. research.endeavors..He. spearheads. the. social.media. divi-sion.with. a. single-minded. focus. on. the.Pharma.industry..He.also.specializes.in.PLD-based.system.dynamics,. hospital. spillover,. and. test/control.

analyses..Rocha.can.be.reached.by.e-mail.at.kelvin@bayser.com.or.by. telephone.at. (847).679-8258..To. read. the. article.he.co-wrote.with.colleague.Jean-Patrick.Tsang,.turn.to.page.28.

Based. in. New. York. City,.Eric Talbot. is. vice.president.of.Brand.Solutions.for.Univision.Com-munications. Inc..His. team. advises. clients. in. the.healthcare. services. industry. on. how. to. harness.the. power. of. the. Hispanic. consumer. to. grow.their. sales.. Talbot. can. be. reached. by. e-mail. [email protected].. To. read. his. article,. turn.to.page.38.

Jean-Patrick Tsang.is.the.founder.and.president.of.Bayser,. a.Chicago-based.consulting.firm.dedi-cated. to. pharmaceuticals. sales. and. marketing..Tsang. is. an.expert. in.patient-level.data,.not.only.for. longitudinal. analyses,. but. also. for. larger.endeavors. such. as. hospital-retail. spillover,. influ-encers.&.spheres.of.influence,.molecular.targeting,.promotion. response,. and. the. like.. He. has. been.

exploring.social.media.for.the.past.few.years.to.inform.sales.and.mar-keting.decisions. for. pharma..He. can.be. reached.by. e-mail. at. [email protected]. telephone. at. (847). 920-1000..Turn. to.page.28.to.read.the.article.he.co-wrote.with.colleague.Kelvin.Rocha.

Scott Weintraub.is.founder.of.Healthcare.Regional.Marketing. (HRM)..HRM.helps. pharmaceutical,.biotech,. and.medical. device.brands. to.understand.regional.variability.and.how.to.harness.it.to.maximize.national.results..Visit.www.hrmexperts.com.for.more.information..Weintraub. can.be. contacted. at. (917).861-8299.or. [email protected].

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O N T H E H I L L

by JiM DaviDson

February. in. Washington. means. a.lot. of. different. things. to. a. lot. of.different. people.. For. staffers. and.

politicos,. this. period. after. the. President’s.State. of. the. Union. address. means. that.House.and.Senate.committees.are.revving.up. for. an. active. spring. hearing. sched-ule..For. lobbyists,. it.means. there. are. just.two.weeks. left. to.grab.the.ear.of.officials.before. they. scurry. back. to. their. districts.for. the. President’s. Day. work. week.. Yet.for.nearly.all,.February.means.that.Cupid.is. about. to.deliver.a.very. special.gift:. the.President’s.budget.for.the.next.fiscal.year.

Romantic,.isn’t.it?While. the.President’s.budget.proposal.does.not.carry. the.

full.force.of.the.law,.it.is.still.a.very.important.document,.to.put.it.mildly..It.sets.the.entire.tone.of.the.fiscal.debate.about.to.consume.Congress.for.at. least.the.next.four.months..The.budget. is. also. the. surest. sign. of. where. the. Administration’s.funding.priorities.lie,.thus.only.briefly.alluded.to.in.the.State.of. the. Union.. Given. the. contentious. political. environment.this. year,. the.FY12.budget.will. undoubtedly. be.one.of. the.most. closely. watched. pieces. of. legislation. as. it. weaves. its.way. through. the.House. and.Senate.budget. committees. and.evolves.into.the.critical.framework.that.Congress.will.use.to.set.limits.for.its.annual.spending.bills.

Congress’. task. this.year,.coming.off. the.heels.of. an.anti-spending. and. government-averse. election. mandate,. will.be. to. cut. until. there. is. enough. red. inked. spilled. to. make.last. year’s. budget. look. like. those. valentines. that. kids. bring.home.from.school..Yet. for. the.first. time.in.a. long.time.the.funding. debate. this. year.will. also. emphasize. tax. reform.–. a.fundamental.rewriting.of.our.Tax.Code..If.Congress.and.the.President.are.serious.about.simplifying.statutes.and.streamlin-ing. tax. brackets,. then. any. reform. will. undoubtedly. neces-sitate.a.broader.tax.base.at.key.levels.to.ensure.that.the.system.

still. collects. enough. revenue. to. meet.the. government’s. obligations.. This.undoubtedly. will. redirect. attention. of.tax.writers. and. taxpayers. to. the. impact.this. year’s. budget. debate. will. have. on.the.follow-up.debate.over.corporate.tax.rates.

The. President. has. not. been. shy.about. his. intention. to. reassess. corpo-rate. tax. breaks. and. exemptions,. and.understandably. so.. The. fact. of. the.matter. is. that. while. there. are. pressing.funding.matters.that.weigh.much.more.

heavily. on. our. budget. –. like. the. fate. of. Social. Security,.Medicare/Medicaid,. and. other. entitlement. programs. –. it.is. far. less.messy.politically.to.go.after.specific.corporate.tax.exemptions.in.efforts.to.restore.fiscal.sanity..We.have.come.a. long. way. since. the. high-tax. era. that. preceded. the. 1986.Tax. Reform. Act. when. individual. rates. ranged. upward. to.90.percent..Nevertheless,. the.U.S.. soon.will. take.over. the.honor.of.having. the. top. corporate. rate. in. the.world. at. 35.percent.once.Japan.cuts.its.rate.this.year..

Many. industries.have.benefited. from. tax.preferences. that.have.been.added.back.to.the.Tax.Code.and.reduce.their.tax.liability. to. little.or.nothing,.while.other.companies.are.pay-ing.close.to.the.full.35.percent..If.we.are.not.vigilant,.many.of.the.exemptions.that.businesses.enjoy.and.that.limit.our.tax.burden,.such.as.the.deduction.of.advertising.costs,.will.be.at.risk.of.being.placed.on.the.chopping.block.

Jim Davidson is an attorney and founder of the public policy firm Davidson & Company. He currently chairs the Public Policy Group at the Washington law firm of Polsinelli Shughart PC, and he has been actively engaged in supporting the advertising industry on Capitol Hill for almost 20 years. In October 2008, Davidson was inducted into our DTC Hall of Fame. He can be reached by e-mail at [email protected].

Bracing for Reforms that Could Cut Too DeepThe releasing of the President’s budget for the next fiscal year will set the tone of the economic debate for the coming months. Additionally, this year’s debate will also highlight tax reform, drawing attention to the issues surrounding corporate tax rates.


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Cancer. is. the. subject. of. Siddhartha. Mukherjee’s.sweeping. review. of. a. disease. known. for. thousands.of. years.. Few. books. on. medicine. discuss. how. can-

cer.was.first.observed.and.how.it.was.treated..We.also.have.a. tendency. to. forget. how. only. recently. cancer. was. treated.effectively..Ancient.Romans.thought.cancer.was.a.disease.of.black.bile,.one.of. the. four.humors. that.made.up. the.body..That.idea.of.the.body.being.out.of.balance.if.one.of.the.four.humors. was. in. the. wrong. proportion. lasted. until. the. 18th.

century.. Cancer. was. occasionally.treated.with.surgery.going.back.to.Egyptian.times..Most.surgical.out-comes.were.disastrous,.from.dam-age. done. by. ignorant. surgeons,.the.failure.to.get.all.of.the.cancer,.and. the. infection. that. almost.always. followed. through. the. lack.of.sterilization.

Dr..Mukherjee.is.an.oncologist.who. decided. to. tackle. the. epic.history.of.cancer..He.subtitles.the.book. “A. Biography. of. Cancer.”.The. first. effective. cancer. treat-ments.developed.in.the.late.1800’s.as. surgeons. could. successfully.

excise. visible. tumors. and. had. mastered. basic. anesthesia. and.surgical.antiseptic..What.was.missing.was.knowledge.of.how.cancer.spreads.even.if.only.one.cell.is.left.over.from.surgery..The.idea.that.cancer.could.hide.for.a.while.and.then.spread.later.was.not.understood.

In.the.1940’s,.Dr..Farber.discovered.that.chemicals.could.kill. cancer. cells.. He. was. a. pioneer. of. chemotherapy. and.

the. stories. of.how. many.children. he.tried.to.save.through.early.chemo.is.heart.wrenching.since.most.died.from.treatment.or.only.had. temporary. remission..What.Farber. discovered.was.that.there.was.hope.as.new.chemical.treatments.could.arrest.or.cure.some.cancer.

Mukherjee. deserves. credit. for. writing. an. epic. story. of.man’s.most. terrifying.disease..While.we. still. dread. a. cancer.diagnosis,.we.at.least.know.what.is.causing.it.and.why.it.can.kill..What.The Emperor of All Maladies.does.so.well.is.person-alize. the.disease.as.Mukherjee.describes.cases.he.has. seen. in.his.practice.and.then.contrasts.them.with.historical.cases.

This. is. not. a. book. for. patients. looking. for. treatment.advice.on.a.particular.cancer..It.is.a.book.to.learn.how.man.developed. from.cancer. ignorance. to.practical. knowledge. in.the.last.150.years..We.also.learn.of.the.terrible.suffering.felt.by. patients. both. through. the. disease. and. ineffective. treat-ments. done. by. well-meaning. but. ignorant. physicians.. Less.than. 100. years. ago,. the. only. treatment.was. crudely. cutting.it.out.with.almost.a.certainty.of. recurrence..Dr..Mukherjee.reminds.us.of.how.young.the.study.of.cancer.treatment.really.is.and.how.much.progress.has.been.made.in.the.last.50.years.

Robert Ehrlich, chairman and chief executive of DTC Perspec-tives Inc., regularly reviews books about the pharmaceutical industry, marketing and advertising for DTC. Perspectives. magazine. He also writes a weekly e-newsletter providing insights on pharmaceuti-cal marketing trends. To subscribe to this FREE weekly analysis, sign up at the website, www.DTCPerspectives.com. Ehrlich can be reached by e-mail at [email protected].

The Emperor of All Maladies:

A Biography of CancerBy Siddhartha Mukherjee

Published by Scribner • 2010 • 592 pages

rEviEWED by robErt EHrliCH

O N B O O K S

What The Emperor

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so well is personalize

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Despite. years. of. criticism. from. consumer. advocates,.the.media,.Congress,.managed.care.and.many.physi-cians,.DTC. is. still. alive. and.well..Drug. companies.

have. cut. detail. forces. after. a.massive. over-expansion. in. the.1990’s.but.on.the.flip.side.DTC.has.become.an.almost.man-datory.part.of. a.drug. launch..Consumers.want. information,.particularly. for. new. categories. of. drugs.. DTC. has. shown.that.it.creates.rapid.consumer.aware-ness,. encourages. physicians. to. learn.about. new.drugs,. and. is. a. check.on.managed. care’s. desire. to. use. older,.cheaper.treatment.options.

Congress. has. held. multiple. hear-ings. on. DTC. in. an. attempt. to. find.ways. to. limit. the. practice.. This. is.out. of. a. fear. that. DTC. raises. drug.costs. or. encourages. unnecessary. use.of. drugs.. There. is. no. proof. of. this..As. far. as. raising. overall. drug. costs,.there. is. no. question. branded. drugs.are.more.expensive.than.generics..The.issue.of.course.is.the.effectiveness. of. branded. versus. generics.. There. is. also. the.proven.effect.of.expanding.diagnosis. and. treatment. through.DTC.. That. may. raise. overall. drug. costs. but. lowers. other.more. expensive. medical. costs.. If. DTC. encourages. earlier.diagnosis.that.is.a.clearly.a.potential.major.cost.saving.

The. critics. will. argue. that. DTC. is. only. allowed. in.America.and.New.Zealand,.and. therefore.must. indicate. the.rest.of.the.world.sees.it.as.a.negative..Most.developed.coun-tries. want. to. limit. information. so. they. can. control. what. is.prescribed.. That. is. because. they. pay. for. the. drugs. through.national.health..If.we.want.America.to.be.the.drug.develop-ment. capital. of. the.world.we.need. to. promote. innovation..Allowing.drug.companies.to.advertise.and.charge.a.free.mar-ket.price.encourages.such.innovation.

DTC. in. 2011. still. faces. criticism.. Critics. think. health.care. is. too. important. to. be. left. to. Madison. Avenue.. The.same. charges. of. disease. creation,. over. use,. high. prices,. and.increased. risks. will. be. made.. Most. of. these. arguments. are.without.proof..It.must.be.remembered.that.these.same.argu-ments.were.made.before.DTC.emerged.in.the.late.1990’s.

Given. the. Internet,. there. is.no.way. to. artificially. restrict.information. on. new. drugs.. In. fact.do. the. governments. of. Canada. and.Europe.think.they.really.control. the.flow. of. drug. advertising. into. their.countries?. The. idea. of. preventing.information. seems. anachronistic.these.days..Only.North.Korea.seems.to.be.able.to.control.what.their.citi-zens.can.see.

We. believe. DTC. is. here. to.stay.. As. imperfect. as. advertising.is,. do. we. really. want. to. prevent.it. for. life-saving. products?. There.

may.be. some.valid.criticism. for.over.use.of. some.drugs,.but.we.must.accept.some.of.that,.because.the.positives.of.free. information. flow. far. outweigh. the. negatives.. What.we.need. is. a. vigilant. and.well-staffed.FDA. to. ensure. all.ad. claims. are. truthful. and. balanced.. It. is. not. for. gov-ernment. to. prevent. drug. companies. from. selling. lawful.products.

We.are. encouraged. to. see. almost. every. large.new.brand.using.DTC.as.part.of.their.launch.in.2010..We.must.assume.DTC. continues. to. pay. back. given. all. of. the. sophisticated.market. research. techniques. to. measure. ROI.. Enormous.opportunities. still. exist. for. increasing. media. targeting. and.better.use.of.new.technologies..Our.DTC.industry.is.healthy.and.growing,.and.that.continuation.of.new.information.flow.is.good.for.consumers.

Many of the criticisms against DTC have been made for years, even prior to its emergence more than a decade ago. However, DTC remains strong, with nearly every large new brand using it as part of their launch efforts, promoting the flow of information.

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The Source For DTC Leaders · 2015-06-24 · The Source For DTC Leaders P E R S P E C T I V E S Vol. 10, No. 1 March 2011 PRST STD U.S. Postage PAID Permit #108 Lebanon Junction KY