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MAGAZINEVol. 11, No. 3 • Fall 2012

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

T h e S o u r c e F o r D I r e c T T o c o N S u M e r T h o u G h T L e a D e r S

How emerging technologies are creating innovative opportunities for engagement and mobility

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Multimedia Engagement

30

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 973-521-7475 to purchase previous issues.


Fall 2012 Vol. 11, No. 3 4 Editor’s Desk

6,8 DTC in Brief

10 Growing the Pie: Proven Rx-Based Strategies for Lead Generation A series from Crossix RxMarketMetrics

14 Innovations from Tomorrow that Pharma Can Use Today GEOFF MCCLEARY OF DIGITAS HEALTH

18 The Future of Consumer Profiling is Here: How to Realize the

Power of Prediction CHRIS NEUNER OF QUALITYHEALTH

24 The Surprising Science Behind Word of Mouth Marketing ANDREW LEVITT OF HEALTHTALKER

30 Multimedia Solutions Successful in Engaging Patients’ Lifestyles ADAM KAUFMAN OF DLIFE

32 From Direct-to-Consumer Towards a More Direct Dialogue WENDY BLACKBURN OF INTOUCH SOLUTIONS

34 DTC Marketing for Better Patient Engagement and Outcomes TOM MCGUINNESS OF PATIENTPOINT

38 Industry Forum: DTC Game-Changers Market leaders predict innovative revolutions for DTC

41 People on the Move An update on DTC personnel and company changes within the industry

42 Contributors’ Page A closer look at the contributors to this issue of DTC Perspectives Magazine

42 Advertiser Index and Resource Center

44 Marketing on the Edge: Too Much Head. Not Enough Hips. Jonathan Isaacs shares his astute views on the marketing industry

46 Eye on the Hill: Supreme Court Healthcare Decision Leaves

Gap in Coverage Jim Davidson reports on the latest regulatory events & implications

48 Perspectives on Books: The Battle Over Health Care Reviewed by Robert Ehrlich of DTC Perspectives, Inc.

50 DTC Perspectives Editorial: Health Reform: At What Cost?

Point of Care

34

DTC Perspectives • Fall 2012 | 3

32

Two-Way Dialogues

yesterday

an apple a day is so

PARADE offers Americans practical steps for better living with a dose of wellness, nutrition, beauty and medical news.

mediakit.parade.comGfK MRI Fall 2011, dash based on Spring 2011 publisher-defined prototype;comScore, January 2012 (Parade Partners [E] and Dashrecipes [E])

64.6 million readers • 50.2 million uniques 36 million readers • 6.8 million uniques

DTC Perspectives is Published Quarterly By: DTC Perspectives, inc.1120 Bloomfield avenue, Suite 108West Caldwell, nJ 07006Phone: 973-521-7475Postmaster: Please send address changes to the above.

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Perseverance

There are so many factors that create new and unique challenges for our industry. Platforms are constantly emerging and evolving. regulations (whether it be fDa or Mlr teams) haven’t always kept up on guid-

ances for utilizing said technologies. Consumers look to generics or over the counter medications instead of branded products to save money. “Do more with less” has been ingrained into everyone’s minds. it can be exasperating at times.

But, looking at the glass half full, opportunity presents itself in each of those scenarios. emerging technologies have allowed marketers to communicate in new ways, reaching deeper levels of engagement. geoff McCleary cited several examples in his article (starting on page 14) for ways mobile technologies can further shape the way brands and consumers interact. in one method, the VP/group Director of Mobile innovation at Digitas health and razorfish health suggested “connecting a pharmacy rewards program with the current savings card your brand may offer” that would allow patients to “connect their refill to an adherence or other outcomes program to help better track progress and potentially gain additional awards.” Creating such value-added propositions can also help differentiate your brand from competition and drive consumer loyalty.

it can be very tempting to test out these new options sometimes. But very often, a lack of guidance holds many back. as Chris neuner recommended in his article (beginning on page 18), “yes, with many of the newer technolo-gies, DTC marketers are right to be cautious. But caution should not relegate you to sitting this phase out on the sidelines.” The executive Vice President of Product and Marketing at Qualityhealth stressed the importance of bringing all stakeholders, including Mlr, in as soon as possible to determine appropriate goals and restrictions for a brand.

and finally, we turn attention to the last of the aforementioned challenges: doing more with less. our industry has been driven to new levels of efficiency as a result of this industry-wide requirement. Consumer profiling is one of the tactics to cut back on waste. acknowledging that it has been around for decades, neuner pointed out that it has “become more elaborate.” Various methods for profiling allow for more specific targeting as well as the ability to more accurately predict future actions by consumers.

now, those are just a few of the broad issues our industry faces each day. But when it seems like there is an obstacle in the way, there is always a solution to help you break through and persevere.

Be a Part of the 2013 DTC NationalThe DTC national has officially opened its call for speakers for the 2013

agenda. Visit www.dtcperspectives.com for full details, topics most sought after, and helpful tips for crafting your proposal. While we are seeking a diverse spectrum of presentations, spots are limited and competition is high – so submit your best and strongest entry for consideration. all proposals due by nov 1st. The DTC national Conference is set for april 2-4, 2013 at the JW Marriott hotel in Washington, DC.


Robert EhrlichChairman and CeoDTC Perspectives, inc.

Christine FranklinVP, Marketing and Sales

Jennifer HaugDirector of Publishing & Content

Matt YavorskiSales associate

Carolyn BradfordSales associate

Molly Diemel Marketing and Production associate

Debra Sanderoffice Coordinator

Robert McClureDatabase administrator

Scott EhrlichPresidentMDPa Division

Amanda LawhorneDirector of MarketingMCh Division

Debra RennertCreative Director

James Ticchioart DirectorDirect Media advertising

Jennifer haug

Sincerely,

P.S. – We’d love to hear from you! Send an email or Tweet to DTC Perspectives or myself:

[email protected] @[email protected] @jen_haug

4 | DTC Perspectives • Fall 2012

yesterday

an apple a day is so

PARADE offers Americans practical steps for better living with a dose of wellness, nutrition, beauty and medical news.

mediakit.parade.comGfK MRI Fall 2011, dash based on Spring 2011 publisher-defined prototype;comScore, January 2012 (Parade Partners [E] and Dashrecipes [E])

64.6 million readers • 50.2 million uniques 36 million readers • 6.8 million uniques

beaconhc.com

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

■ Your business: we’ll understand, because we’ve been there too…in professional, managed markets, DTC, oncology, and interactive

■ Your budget: we’ll be transparent and avoid surprises

■ Your success: our experienced professionals are ready to focus on you

Call Adrienne Lee at 908.781.2600 and tell her what Beacon can do for you or check out our Web site.

It’s all about you.

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AP-9009 BEACON AD_DTCPersp_2-2011.indd 1 2/25/11 11:20 AM

I N B R I E FSocial Media Metric Measurement Still a Concern for DTC Marketing

Digital marketing among direct to consumer social media initiatives rose to its highest lev-els this past year, according to a new report from Cutting edge information. however, some brands and companies are falling behind as one of the biggest uncertainties to social media is demonstrating roi. Survey respondents even ranked that at an average of 7.2 (on a scale of 1-10) for challenges of social media. While digital and social channels don’t have the firm, established measurements as tradi-tional channels, such as television and print, there are “softer” and “harder” metrics.

The report found that “just over a quarter of companies attempt to impose traditional financial roi measures, while another 22% use softer metrics like shares, clicks, sentiment, etc. another 26% use some combination of the two, and a surprising 26% of companies do not measure the roi of their social media initiatives at all.” Cutting edge information, recommending against the last approach, found that weighted formulas are being developed between the “softer” and “harder” metrics based on a company’s goals for an initiative. as these measurements are a “rapid evolution,” the market research firm also suggested regu-larly evaluating metrics to ensure that the best ones possible are being utilized.

Cost a Major Factor for Consumers When Choosing Their Pharmacies

among the key factors when choosing a pharmacy, consumers first look to location/convenience, but pricing is right up there, coming in at second, according to a recent accenthealth survey. Both of these factors scored higher than availability of medication, which came in third. Cost is such an important decider that, as natalie hill, VP Market research from the point-of-care media company explained, “85% of patients surveyed report they would switch from their preferred pharmacy for some degree of cost savings at another retailer if their co-pay were to increase.”

When asked what the minimum savings would have to be to cause a change of pharmacies, more than half of respondents (58%) said they would switch for less than $10; another 32% would change for $5 or less; and 8% would switch for as little as $1 or less. This is the first in a series of surveys, “Patient Views,” drawing from accenthealth’s panel of more than 3,000 patients.

Caregivers, Non-caregivers Are Highly Active in Social Networks

Caregivers are more likely than non-caregivers to utilize both online and offline social networks regarding health, according to a Pew internet report released this summer. The “family Caregivers online” study found that of caregivers with internet access, 88% research online for health information and support. Most often, disease state information is sought by caregivers

(76%) and non-caregivers (61%); coming in second as most researched topics is “certain medical treat-ment or procedure” by caregivers (69%) and non-caregivers (50%).

“Being a caregiver is independently associated with higher levels of a variety of health informa-tion-seeking behaviors,” the report noted. for example, 44% of online caregivers have read a per-sonal health story online and 70% of caregivers also said they turn to their friends and family for infor-mation, care and support, compared to 29% and 47% of non-caregivers, respectively. (See table for additional report findings.)

Have you ever… CaregiversNon-

caregivers

Read someone else’s commentary or experience about health or medical issues on an online news group, website or blog

44% 29%

Watched an online video about health or medical issues

34% 21%

Gone online to find others who might have health concerns similar to yours

26% 15%

Tracked any other health indicators or symptoms online

24% 13%

Signed up to receive email updates or alerts about health or medical issues

18% 12%

Source: Pew Research Center’s Internet & American Life Project


beaconhc.com

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

■ Your business: we’ll understand, because we’ve been there too…in professional, managed markets, DTC, oncology, and interactive

■ Your budget: we’ll be transparent and avoid surprises

■ Your success: our experienced professionals are ready to focus on you

Call Adrienne Lee at 908.781.2600 and tell her what Beacon can do for you or check out our Web site.

It’s all about you.

We have a thing for ears…

AP-9009 BEACON AD_DTCPersp_2-2011.indd 1 2/25/11 11:20 AM

Inform Decisions.

Influence Behavior.

Inspire Health.

Contact: Jim Curtis • [email protected] • 212-695-5581

I N B R I E F

BMS, Otsuka Launch Specialty Patient Management Programs

as an effort to better support Sprycel users, marketing partners Bristol-Myers Squibb and otsuka america Pharmaceutical launched a comprehensive patient management program in mid-august, focusing on a select group of specialty pharmacy providers. The patient man-agement programs will provide education, as well as “emotional, edu-cational, and financial support.” Specialty pharmacies were selected due to their unique positioning as support services.

The goal is increase adherence by empowering and encouraging patients “to take a more active role in managing their health,” stated John Tsai in the news release. Tsai, Bristol-Myer Squibb’s vice presi-dent of uS Medical, explained that these programs are added to an existing collection of patient support initiatives, including My Sprycel Support which offers information and motivation. Sprycel is a treatment for adults who have been recently diag-nosed with Philadelphia chromosome-positive chronic myeloid leukemia (Ph+ CMl) in chronic phase.

Companies Recognize Importance Of Customer Experience, says PwC

Consumers are used to the “customer experience” concept from interactions with other indus-tries. as a result, they are holding healthcare to similar standards. according to a recent PwC health research institute report of nearly 6,000 consumers, there is a “heightened desire for ‘on demand’ healthcare in the form of telemedicine, mobile health, social media and retail clinics [which] has fueled the move toward healthcare anywhere, anytime.”

furthermore, nearly 90% of respondents aged 18-24 “said they would engage in health activities through social media.” The report also found that 65% of consumers place value in “online and mobile information exchange.” While this report focused on the healthcare industry in general, it is important for DTC marketers to understand expectations consumers have and the fact that these requests are traversing into our sector. Those who respond in an appropriate and timely manner will come out ahead.

My Life with Asthma to Launch in One of ‘America’s Asthma Capitals’

glaxoSmithkline is partnering with the american lung association to raise awareness of the impact of asthma. The initiative will launch in the St. louis, Missouri area as the region ranks 7th on the asthma and allergy foundation of america’s asthma Capitals list of the most challenging places to live with the condition. My Life with Asthma is set to educate patients through

a variety of information and tools, including a “five-question asthma Control Test, which helps patients 12 years and older and their physi-cians understand if their asthma is under control,” explained Dr. Court-ney Crim, pulmonologist and current group Director of the respiratory Medicines Development Center at glaxoSmithkline.

The news release continued by revealing just how rampant asthma is in St. louis: “The prevalence of asthma in adults is higher in St. louis than Missouri as a whole and more than 15 percent of children in the city have been diagnosed with the disease at some point in their life.” The condition also is the top reason for children’s hospital admittances in the city. My Life with Asthma will be a collaborative effort across the community to educate about the importance of better asthma control.


Inform Decisions.

Influence Behavior.

Inspire Health.

Contact: Jim Curtis • [email protected] • 212-695-5581

Chart 1: Percent Treating in Category (Targeting Multiple*)

CHART 15.5x

4.8x

2.5x

RxMarketMetricsTM

Top 20% Median Bo6om 20%

*Targeting Multiple compares rate with random sample of pharmacy-goers

Lead Generation Tactics – Chronic Markets


C r o s s i x r x M a r k e T M e T r i C s s e r i e s

Growing the PieProven Rx-Based Strategies for

Lead Generation

A ccording to a 2010 survey commissioned by google, 75% of patients go online to research their health conditions before discussing them with a physician;

70% go online to learn more after the discussion. over one in three patients search for health-related information on a weekly basis, and over half report making a self-diagnosis after searching for such information.1 it is clear that the modern consumer has developed immense trust in the internet when seeking answers to their health questions. Patients, empowered with an extensive selection of online resources, initiate doctor discussions about symptoms, conditions and, frequently, specif-ic treatment options. a 2004 study found that after a patient-initiated discussion of an advertised drug, physicians prescribed that drug 39% of the time; close to half of those prescribing physicians said that other drugs were equally effective.2 it seems that the average medical consumer is looking for, and taking, advice outside of the doctor’s office.

With such high demand for information related to health conditions and treatment options, many companies have seized the opportunity to create online communities and/or resource centers that provide this information. users of these general health sites visit them to research drugs more than any other sites, including brand name websites.3 When patients locate a “one-stop shop” for their health information needs, they frequently register and become active members of these com-munities. Many such communities boast registered user bases that number in the tens of millions, adding thousands of new registrants every day. The aggregation of relevant consumers provided by health sites presents a prime opportunity for tar-geted communication, as well as unique scalability.

Early indicators – scale what worksutilizing rx-based profiling of audiences delivered by

online lead vendors, brand managers can start with a small

investment and monitor effects on audience quality as they

scale-up the volume. further, by building a diverse “portfo-

lio” of lead vendors, brands can scale individual vendors to

reach the optimal combination of size, cost and quality for

As brands enter the growth stage, they must establish dependable methods of lead generation. Combining the consumer audiences registered by online health sites with the timely authentication of Rx-based analytics, brands can establish a portfolio method of lead generation investment and realize meaningful improvements in scale and cost efficiency.

About Crossix RxMarketMetrics™

Prescription drug information drawn from Crossix RxMarketMetrics™, market benchmarks for performance of patient

adherence and consumer marketing activities based on thousands of actual Rx analyses including more than hundreds and

hundreds of 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 ranging 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 spe-

cific to the market, channel and tactic. Benchmarks are further broken down by campaign specifics, such as purpose, level of

branding, creative, offer type, response channel and fulfillment stream.

Chart 2: Net Conversion Rate through 6 Months Post-Registration

CHART 23.3%

1.8%

0.8%

RxMarketMetricsTM

Top 20% Median Bottom 20%



C R O S S I X R X M A R K E T M E T R I C S : L E A D G E N E R AT I O N

each. Before making any large investment, brand managers can quantify the quality of a sample of the audience provided by an individual vendor. By measuring the Targeting Multiple (see Chart 1) of a sample of leads, they can determine how much more targeted the audience is versus a random sample of pharmacy-goers. Chart 1 displays the rxMarketMetrics™ benchmark for the ability of lead generation tactics to reach an audience targeted toward patients treating in category.

The average lead generation tactic facilitates registration of leads nearly five times more targeted toward patients treat-ing in category than a random sample of pharmacy-goers. By measuring the profile of a small set of leads, brand managers can immediately confirm indicators of strong performance, or identify a lack thereof, allowing for optimized buys and per-formance without a substantial investment of time or funds. Brands have the opportunity to identify greater sophistication on the vendor side by confirming the delivery of more highly qualified audiences. Continued monitoring of audi-ence quality, as each vendor is scaled, allows for the calibration of each vendor to its own unique “sweet spot.” as each lead vendor is optimized, brands can attain larger scale and greater efficiency across the portfolio of vendors.

Drive volume and new patientsBy measuring conversion to product over time,

brands can monitor the cost per new patient start of each vendor compared to other vendors, allowing for further optimization. initially, brand managers might see underwhelming performance as measured by relatively low net conversion rates from online lead vendors compared to other channels. in Chart 2, rxMarketMetrics provides a benchmark for net conversion rates through six months post-registra-tion for lead generation tactics. Conversion rates can vary greatly from vendor to vendor, but they almost always fall in the low single digits.

Moreover, although there may appear to be a “clear win-ner” in terms of net conversion rate, brand managers should evaluate each vendor’s rate individually, alongside its cost and scalability, before making “all-or-nothing” reallocation deci-sions. Many times, the vendor with the highest net conversion rate may have the lowest scale potential, or highest cost, thus necessitating the portfolio approach to lead generation invest-ment. frequently, a ceiling is established when scaling with high-performing vendors; however, it is rare for any vendor to be unable to eventually provide leads that will result in positive roi.

With the accountability provided by rx-based profiling, the vast majority of vendors can provide a cost-efficient way to grow the pie, whether only just slightly or with major force – measurability itself drives quality. as seen in Chart 3, lead gen-eration tactics lead to efficient costs per new patient start when evaluated against the lifetime value of a patient in most chronic

Boosting NRx, TRx, compliance and persistency through direct-to-patient programs in doctor offices, at home and on the go

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Chart 3: Cost per New Patient Start through 6 Months Post-Registration

CHART 3

$342

$500

$726

RxMarketMetricsTM

Top 20% Median Bottom 20%

Chart 4: Times to 12-Month Conversion Benefit for Sample Vendors

CHART 468%

38%

0%

20%

40%

60%

80%

100%

0 2 4 6 8 10 12

Per

cent

of 1

2-M

onth

Con

vers

ion

B

enef

it R

ealiz

ed

Months Post-Enrollment

Lead Generation Tactics - Sample Vendors Brand A

Vendor A Vendor B Vendor C Vendor D



C R O S S I X R X M A R K E T M E T R I C S : L E A D G E N E R AT I O N

markets, and are exceptionally cost-effective when compared to leads generated by other channels, like DrTV or paid search. The vendors with the highest costs per new patient start still, by and large, yield positive rois, and sometimes can provide the scale necessary (>50k leads/month each) to trans-form lead generation into the campaign workhorse.

lead generation can be an effective tactic to drive qualified leads, and, with communication over time, new patient starts. understanding the differing costs and potentials for scale across vendors allows for a portfolio approach, with delivery from each vendor opti-mized and overall roi max im i z ed . Brands should under-stand the attributes of each vendor in the portfolio as even the speed at which benefit is realized can vary between ven-dors. Chart 4 shows a s amp l e o f f ou r lead vendors from a single campaign; as shown, at 6 months anywhere between 38% and 68% of the 12-month conversion

benefit has been realized. Diversifying a lead gen-eration investment across multiple vendors allows for reduced variability in net benefit realized over time.

The ability to monitor lead quality each month, and manage cost per lead based on quality deliv-ered, puts power in the hands of the media buyer, who has previously had to buy big and hope for the best. a best practice when managing a port-folio of lead vendors includes communicating the active use of rx-based measurement for perfor-mance evaluation. With the accountability and real-time insight provided by rx-based analytics, any brand can manage a portfolio of lead vendors and realize meaningful growth in the size of its base. DTC

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

crossix.com).

References1 Belliveau, Mary ann. “health info online: The stakes are higher.” CNN Blogs:

The Chart. 4 oct. 2010. Web.2 Weissman, Joel S., David Blumenthal, alvin J. Silk, Michael newman, kinga

Zapert, robert leitman, and Sandra feibelmann. “Physicians report on Patient encounters involving Direct-to-Consumer advertising.” Health Affairs (Mill-wood). Jan-Jun 2004. Web.

3 Petrini, Carolina, Betsy greenawalt, and Scott Wolf. “how everyday health users research Prescription Drugs online.” Everyday Health. aug 2010. Web.

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Groundbreaking technologies are constantly creating new ways for brands to connect with individuals. Marketing teams should plan now so they can appropriately adjust and adopt these tools for their future campaigns.

by Geoff Mccleary

Seems like “innovation” is everywhere you look these days. Innovative technology allows us to talk to our phones – and for them to answer us back. It allows us to

view a hidden world of content not visible to the naked eye. It even allows us to better understand our bodies and how we can be healthier.

No matter how innovative the technology is though, it still has to connect with the end user and provide them value. Here are seven innovative technologies of tomorrow that you can use to make sure your marketing efforts provide users value today.

1. Link Print to Digital with QR CodesQuick response, or QR codes, have been around since the

mid 90’s, but have only started to come into their own over the last few years with the rising use of mobile phones with cameras. While traditional bar codes can only store 20 digits, a QR code can hold up to 7,089 characters.

The more characters, the more information can be decoded by a reader app. The more information, the more online or connected actions to which the user can be directed. Cur-rently, QR codes can be generated to link the user to a mobile URL, launch certain apps on their phone, link to iTunes, and

send or receive SMS content, contact details, calendar invite, PayPal, Wi-Fi login (Android) and plain text.

One of the easiest ways to enable this technology for your brand is to include a QR code on all of your print materi-als or ads that connects users to a mobile optimized experi-ence for the brand. You can deliver supporting information, programs, multimedia, coupons and much more. You can directly link them to customer service via web or call to directly handle questions or get information. You can even trigger a recorded call back from a popular celebrity spokes-person.

A recent example is the Senokot/Seno-kot-S Overnight Relief campaign, a national campaign that began with printed coupons to over 46 million newspaper subscribers across the US. Each coupon featured a QR code that sent smartphone users to a sweepstakes

entry page where the brand collected valuable information and reinforced the brand message.

Throughout this article you will find several interactive examples of the innovations discussed here. For our first QR code link, scan the above QR code, with the reader app on

Innovations from Tomorrow that Pharma Can Use Today


your smartphone and learn how Scandinavian Air used target-ed advertising with two QR codes to engage couples planning travel. (If you do not have a code reader on your phone, you can download one from your phone’s app store by searching “QR CODE READER.”)

2. Become a Part of Adherence with Location-based SMS

When you have permission, you can do some really fantas-tic things with your customers on their mobile phones. One of the newest ways to interact with users is location-based SMS (LBS) marketing. LBS is the ability to deliver an SMS or MMS message to an OPTED-IN user within a specific geo-fenced area anywhere in the world.

Here’s how it works. To help maintain other location ser-vices, carriers regularly ping our smartphones throughout the day each day. When our phones ping back, they can use that location information to support the services to which we have opted in.

For LBS, the user opts in to be served offers when they are in certain locations. The coordinates, for locations determined by the marketing team, are entered as geo-fenced areas into a database that is shared with the carriers. As opted-in users move in and out of geo-fenced areas like a partner pharmacy chain, or care center, the carrier notifies the SMS provider that the user has entered a designated location and the SMS pro-vider will send them your message.

As you look to connect with patients and caregivers to sup-port adherence and loyalty programs, you may want to consid-er the reach and targeting value of an LBS program. Consider what you could accomplish with the ability to reach an allergy patient as they enter the community park on a high pollen day, or how you could support a patient with high cholesterol as they pass a neighborhood pharmacy.

3. Connect Check-Ins to RewardsAnother location service is the connected check-in. This is

the ability to connect a patient or caregiver’s physical check-in at a location using a service like foursquare, with a reward in a secondary program.

Foursquare’s current partnership with American Express is an excellent exam-ple of a connected check-in reward pro-gram (see related QR code). When a user connects their American Express card with their foursquare account online, they are giving permission for

foursquare to share check-in data with American Express. In the case of the “Small Business Saturday” program, when a user checks in to a small business and pays with their American Express card, they received a $10 credit on their monthly statement. But, in order to receive the credit, American

Express had to have the purchase data and the check-in data from foursquare. With both of these, American Express could validate the participation and reward the customer.

How could this work for your brand? Well, consider con-necting a pharmacy rewards program with the current savings card your brand may offer. Patients who connect both cards can connect their refill to an adherence or other outcomes program to help better track progress and potentially gain additional awards.

4. Use Augmented Reality to Expand Your Pack-aging and Enhance Their World

Augmented Reality (AR) is the use of technology to alter, or augment, the visible/audible world by overlaying or super-imposing new video, sound or graphics onto it. Initially popular in Europe, AR is now gaining traction in the US due to the proliferation of smartphones with cameras and easy to deploy development APIs and services from companies like Layar and Aurasma. These companies allow app developers to more easily include AR content layers into the mobile experi-ences created by their apps.

Brand marketers are more frequently adopting the use of augmented reality because it allows them the ability to inte-grate the brand into their lives in a far more interactive and engaging way than ever before. As a result, marketer adoption of AR has become more commonplace recently, and is even starting to be referred to by some as the “new QR code.”

One of the biggest opportunities for marketers with this technology has to be around the ability to take additional digi-tal information about the brand and use it to augment packag-ing that the consumer is considering in store, or has brought home. You don’t have to travel any further than your local Lego store to see it in action. Certain packages can be held up to the screen in store, and children can watch in amazement as the kit assembles itself and then drives, flies, or sails off to adventure.

In fact, if you scan the two QR codes at le f t , you can view examples of two different inno-vat ive AR pro-grams: one from

the makers of Band-Aid, in partnership with the Muppets, and the other from Swedish furniture maker IKEA, who made their entire catalog an augmented reality experience this year.

5. Turn What They Hear into Engagement with Shazam Audio Tagging

Shazam became popular as a simple, but powerful, music app on the iPhone. Users could use the app to identify almost

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SEGMENT YOUR AUDIENCE,OR IT COULD GET UGLY.

Find an Empirical Direct Marketing Solution for your business.Connect with:Paul White, Executive Vice President, 847.419.3311Bob Radzis, Chief Customer Officer, 847.506.8191

1351 South Wheeling Road, Wheeling, Illinois 60090main 847.541.1080 www.sg360.com

BRANDIRECTions EMPIRICALdata

Your customers aren’t one person.They are many.And your direct marketing should treat themthat way.

Find out what each demographicand psychographic group wantsto see, hear and buy.

And in turn, what your communications needto say, show and offer.

DTC_AD_v1.indd 1 8/16/12 4:30 PM


any song that they heard playing on the radio, TV, or even over the speakers in a store or stadium.

It has become wildly popular; with over 225 million users that use the app approximately 10 million times each day to tag music and audio in broadcast TV. Its users tag so much content that Shazam’s Tag Charts are used throughout the recording industry to predict which songs and artists will become commercial hits in the days/weeks/months to come in over 20 countries around the globe.

But it’s no longer just about music. Shazam’s new “sec-ond screen” engagement model has turned it into a powerful tool for advertisers to use in driving engagement beyond the standard :15 to :60 spot. In fact, Shazam’s goal is clear, “We make it simple for brands to amplify their message and deepen engagement by turning 30 seconds of television into three minutes of interaction,” according to Andrew Fisher, CEO.

But, the power of audio-tagging is not just limited to the TV spot. Content producers like USA Networks and the SyFy network have been using Shazam integration to allow users to tag actual show content to provide supporting content for the current scene or episode.

Instead of distracting users with the whole Internet, they pro-vide what the user is looking for through additional content linked to the audio tag. Snap the related code to see how it works.

6. Connect Health Efforts and Outcomes by Embracing Quantified Self

The smartphone has been a boon for people wishing to better understand their own health and fitness efforts and the impact on their bodies. Now, more than ever, we can track almost every body metric there is, and we can feed it through our smartphone for storage, tracking, and analysis. This move-ment even has a name – Quantified Self.

As it continues to gain prominence, Quantified Self has been aided by some pretty big names. One of the biggest has been Nike, with their Nike+ line of sports bands, watches and shoes that have quantified the fitness run and walk and turned it into a cloud-based dashboard for fitness activity.

Consumers are not only driving adop-tion of mobile health information, but they are increasingly using connected devices, like Nike+ Fuelband or Fitbit’s sleep tracker, to generate personal health data that can then be analyzed and interpreted online to make better

health decisions.It doesn’t stop with fitness activity though. Personalized

connected health services like Hea!thrageous are taking it a

step further. Use their connected monitors to collect informa-tion on your smartphone and then they will analyze the data and help you optimize your health outcomes. Check out the video by scanning the tag at the bottom left.

7. Have Them Pick Up a Prescription at the Neighborhood App Pharmacy

It’s not just patients who have seen the value of improv-ing their health and fitness. Physician smartphone adoption is double that of US consumers; they are prolific mobile adopters, integrating both smartphones and tablets into their practices, from EHR and billing management to the exam room and now including patient treatment.

We are starting to see it become more common for phy-sicians to recommend a health-related app to a patient when prescribing treatment for certain disease states. And why wouldn’t they? It’s hard for a practicing physician to turn down an opportunity to educate patients on how to better engage with their treatment and health outcomes, especially when that opportunity allows patients to share symptoms or progress data with their physicians.

The opportunity doesn’t just end there. Major payers are taking notice, too. They could require a pre-diabetic patient to complete six weeks of diet and exercise using an approved app before covering the prescription of an oral insulin, or paid health apps could be added to the approved formulary list for reimbursement.

With everyone so interested in the app and better patient outcomes, the phar-ma brand of the future, may not be just a p i l l… i t may very conceivably include an app as well. Scan the related code to learn about a company that is working to provide the service physi-

cians and providers can use to “prescribe” apps to their patients.

As the examples above clearly demonstrate, though these technologies have yet to be routinely integrated into phar-ma marketing efforts, they do indeed exist and drive value for their brands. We are rapidly approaching a time in the not too distant future, when these tools are commonly used and will change the way healthcare is dispensed and con-sumers monitor and care for themselves. DTC

Geoffrey McCleary is Vice President/Group Director of Mobile Innovation at sister agencies, Digitas Health and Razorfish Health. More than 15 years of pharmaceutical and interactive marketing expe-rience enables him to provide the most strategic mobile and technologi-cal insights to the world’s largest pharmaceutical and biotechnology cli-ents. Contact McCleary via email at [email protected] or follow Digitas Health on Twitter @Digitas_Health.

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a Segerdahl company

SEGMENT YOUR AUDIENCE,OR IT COULD GET UGLY.

Find an Empirical Direct Marketing Solution for your business.Connect with:Paul White, Executive Vice President, 847.419.3311Bob Radzis, Chief Customer Officer, 847.506.8191

1351 South Wheeling Road, Wheeling, Illinois 60090main 847.541.1080 www.sg360.com

BRANDIRECTions EMPIRICALdata

Your customers aren’t one person.They are many.And your direct marketing should treat themthat way.

Find out what each demographicand psychographic group wantsto see, hear and buy.

And in turn, what your communications needto say, show and offer.

DTC_AD_v1.indd 1 8/16/12 4:30 PM


The Future of Consumer Profiling is Here!

How to Realize the Power of PredictionThe amount of information collected through consumer analytics can be daunting. However, the wealth of insights that can be mined can generate true growth for a brand. Advancing technologies allow for marketers to not only identify trends, but to also now predict them.

by chris NeuNer

Everyone – Mckinsey, The New York Times, Davos, even the government – is hooked on big data and its ability to make us “precogs” of sorts, able to magically

predict the future before it happens. The biggest application of

this kind of predictive power is, according to a recent Mck-

insey survey1, for Consumer Profiling: insights, segmentation

and targeting. But while 60% of companies said they should focus their efforts on using data and analytics to generate these

insights, only 20% reported that they have fully deployed data

and analytics to this end. in fact, in the “2012 Digital Mar-

keter: Benchmark and Trend report” recently released by

experian, 28% of marketers noted that creating effective tar-

geting profiles was one of their biggest marketing challenges

last year.

Why is consumer profiling such a challenge? The value of

consumer profiling isn’t a new discovery and is generally clear-

ly understood: better targeting improves media efficiency and

consumer response, driving up roi at a time when scrutiny

on marketing spending is at its peak. (See figure 1 for DTC

specific comparative data.) With consumer profiling in action,

brands that would not traditionally be able to afford DTC

are able to more selectively harness consumer discretion and

demand to generate real incremental business growth.

So why the challenge? The reason consumer profiling is

anxiety-inducing for marketing executives is that we are in an

unstable state of imbalance, where capability exceeds compre-

hension. Technology and analytics advancements and hyperac-

tive development milestones are creating press, promises, and

even hype that are, for better or worse, driving pressure from

the boardroom for on-the-ground marketers who don’t neces-

sarily know how or if they can leverage this ability to drive

real business value.

Figure 1: Improving Media Efficiency and Consumer Response

Figure 2: Six Methods for Consumer Profiling


C O N S U M E R P R O F I L I N G

What follows is a short overview of what’s new in con-sumer profiling, where we can derive value for healthcare, and how we as marketers can better prepare for the changes that promise to come.

Methods for profiling consumersSo, how do you do it? here are six methods for profiling

consumers that all DTC marketers should know about. (See figure 2.)

1. Geo-Demographic Profilinglarge profiling companies like experian, acxiom, infouSa and TarguSinfo have been aggregating geo-demographic data for decades. They continuously gather, store and

sell information such as census data, surveys, phone records, credit scores, subscriptions, and DMV data on a large volume of the population. Marketers have been buying this informa-tion for years, mostly packaged into well-developed groups and sub-groups that these companies maintain as a way to classify and manage individuals. for instance, you can buy access to individuals who are classified into groups like “elite Suburbs,” “Pools and Patios,” or “kids and Cul-de-Sacs.” The data is expansive and relatively inexpen-sive.

needless to say, demographics alone are insuf-ficient to predict medical decisions or behaviors. But imagine the power when triangulating this profiling data with other health information to cre-ate a richer, more targetable view of the consumer population. With prescription tracking companies now overlaying their prescribing data on geo-

demographic segmentation, marketers will be able to find and evaluate consumers based on their prescribing behavior. The possibilities start to look really exciting.

2. Transaction-Based Profilingi’m told that among many other notable quotes, Confucius said, “Study the past, if you would divine

the future.” Transaction-based profiling uses a per-son’s past behavior to divine future actions.

amazon is the company most universally known as best-in-class in transaction-based profiling. With every purchase a consumer makes, amazon is bet-ter able to predict what they are likely to buy in the future, well before they’re even aware of the pos-sibility.

Closer to our industry, Catalina is best known for more traditional transaction-based targeting

at the checkout counter. if a consumer is a heavy nicorette purchaser, we can classify them a high value target for a brand like Chantix, and target them with brand messages. Catalina is now investing in advancing this approach to expand into trans-action-based digital media buying in partnership with nielsen. Through Catalina, you will be able to target online ads (say, for Chantix) to an individual based on their offline purchases (say, of nicorette).

While highly targeted and, ultimately, infinitely scalable, the full value of this method is dependent on a definitive study of impact of past behavior on future intent. With big, reputa-ble companies placing bets on this transaction-based approach, it has the potential to fundamentally change the way we buy media on- and off-line in the near future.

3. Explicit Profilingexplicit Profiling refers to data explicitly pro-vided by the user, for a specified use. Many DTC marketers are currently using this approach in its simplest form. When a patient

prospect signs up on a brand website to receive information,



they are explicitly giving you permission and information to create their profile.

With a twist on this approach, companies like realage and eharmony have built smart, credible fronts with high consum-er appeal to support a deep algorithm-based consumer-profil-ing engine on the back end. a more sophisticated application of explicit profiling is facebook Connect. When a website allows a consumer to sign in using facebook Connect, they gain access to select facebook-confirmed information con-tained in the consumer’s explicitly-created facebook profile.

explicit profiling tends to have a high level of accuracy and therefore carries a high probability of impact. and because the profiling questions are customized to the situation, they can be as specific as needed to understand a consumer’s health his-tory and treatment status. Perhaps most importantly, an explicit opt-in gives the marketer unambiguous permission to market to the consumer.

With Rx tracking companies now

overlaying their data on geo-demographic

segmentation, marketers will be able to

find and evaluate consumers based on their prescribing behavior.

at the therapeutic level, scale is sometimes an issue with this approach. large category brands with large DTC budgets can drive volumes of consumers in through their media out-reach, but brands in smaller categories, like, say gout, are best directed to work with profile-based marketing companies who have built-in access to a large scale of health-seeking consum-ers. When working with a third-party, marketers should make sure that the company can reach a large portion of your core market, and can do so at a positive roi. another advantage of working with a third party is maintenance: a profile once built is only reflective of that point in time when the data was collected, so to be useful longer term, the profile needs to be actively updated.

4. Contextual TargetingContextual targeting technology enables marketers to find consumers based on where they are interacting with related content. historically, this has referred to buying

advertising space alongside therapy-related content on a health information site. But this type of targeting is getting far more sophisticated. Companies like ContextWeb go out and classify trillions of pages of web content based on what they cover and provide tools for advertisers to buy context-related ad space in

real time. google is doing something similar with the google Content network. When you buy a text ad targeted to a key-word, you can also get real-time placement on hundreds of pages covering content related to that keyword across google’s network of sites.

Traditionally, contextual targeting was limited to the amount of content a user consumed. But social media has driven an explosion in user-generated content and newer ver-sions of ad-relevance software are giving us an automated way to place our messaging alongside the right related content. To add to its attractiveness, contextual targeting is highly efficient and is generally sold at a cost per click, which tends to be lower risk for marketers.

in its present state, contextual targeting has everything to do with the content and nothing to do with the user. But we can expect to see further refinements in this approach: Devel-opers are devising ways to determine the ages and genders of the individuals using a particular computer so that the messages displayed to this audience can now be customized to the user.

for healthcare marketers, the only real limitation of this method is that you give up control – and Mlr oversight – over how many impressions are served, and more importantly, on what sites. as the fDa’s stand on content control for

digital advertising takes shape, we’ll be better equipped to fully

utilize the potential value of this approach… or will be able to

make the decision to walk away completely.

5. Behavioral TargetingWith advanced analytics, the field of behav-

ioral targeting is heating up. We are now

able to target users by need or interest, as derived by their previous browsing activity.

let’s say a consumer downloads a co-pay card for a diabetes drug on a site; a cholesterol drug can now theoretically buy this data for use in marketing their product to that consumer when they are on other (unrelated) sites.

A profile once built is only reflective of

that point in time when the data was

collected, so to be useful longer term, the profile needs to be actively updated.

new media companies like eXelate, audience Science and Bluekai track audiences all over the internet and classify them based on their browsing behavior. Marketers can then either buy this data themselves to use in targeting their messages, or through a new class of “display 2.1” digital media com-pany, like x+1 and MediaMath, who translate this cookie data



dynamically into real-time media buying and optimization to best reach the marketer’s business goals.

Currently, behavioral profiling categories are pre-set for scale (e.g., running enthusiast, health and Wellness advo-cate), so they tend to be more relevant to the broader market with limited applicability to specific health criteria. But access to health-specific information is possible, which means that it will become available as soon as consumer privacy issues are sorted out. The real takeaway is for DTC marketers to under-

stand the power of the potential here, and for our medical,

legal and regulatory departments to be aware that this is the

flavor of question that they will need to confront very soon in

the future.

6. Look-Alikeslook-alike profiling is a technique that will provide the scale for behavioral targeting to take root. it is, by definition, designed for high predictive index across topics and inter-

ests, and is being extolled as the future of marketing. imagine that a consumer reads running content regularly, “likes” or com-ments on runners’ blogs fairly often, has searched for running apps, and visits a handful of online shoe retailers a few times a

year. let’s say that this consumer then buys Brooks running shoes. The marketers at Brooks can now analyze the browsing behavior and/or social profile of this actual buyer to identify “look-alikes” who will be the future audience for their brand.

Companies like Media6degrees and Quantcast (in partner-ship with transaction data companies like Symphonyiri and american express) analyze hundreds of billions of media con-sumption events a month to create the highest scoring look-alike groups. early results of this approach for consumer brands have been exceptionally strong.

look-alikes may have similar interests, but the question still to be answered is, do they have similar health concerns? While full of potential, look-alike targeting is still in its infancy for healthcare. The key action for marketers to know what it is, watch its development and stay alert to innovations from the health-serving media.

Lessons Learned from an Early User1. This doesn’t have to be creepy. gathering and maintain-ing consumer data is not a new practice; it has just become more elaborate. The benefit of this new consumer data economy is that it gives consumers the benefit of relevancy and billions of websites at no consumer cost. The debate on

Consumer Profiling Methods Cheat Sheet

Demographic / Geo-Demographic

Target and profile individuals by aggregating data and location-based information from online and offline records

• For broadly targeted categories• real-value likes in triangulation with category-specific data

Transaction Data Profile and target users based on their recent purchase behavior• Where there is a correlation between a trackable past purchase and the probability a

consumer has the condition you treat

explicit identify new customers based on their explicitly declared profile• Can put as fine a point as needed on your target• Benefits need to be balanced with volume and cost

Contextual Target ads and messages to users alongside the most relevant content and context• if you have information-motivated consumers and an unlimited supply of high-quality

content about the condition (or concomitant condition)

Behavioral Profile and target users by interest, based on their previous tracked activity• When you have an affinity group that fits into one of the larger scale cookie-cutter

segments• expect to see innovation in health-customized solutions

Look-alikes identify new customers by modeling the browsing behaviors of actual brand converters• infinite possibilities forthcoming for modeling and replicating patients’ profile and

behavior

[email protected] surveysampling.comScience. People. Innovention

®

ACCESSINGRyan Is Obsessed with

Your Healthcare Targets (even the Rarest)!Ryan Hopper has a singular focus—connecting you with the right participants for your research, whether patients, caregivers, physicians or allied health professionals. However rare the ailment or small the specialty, Ryan calls on his deep industry knowledge to bring the people you need to your study. Ryan works with SSI’s dedicated access teams to seek out millions of sufferers around the world through a multitude of sources. Then, using advanced profiling techniques, he constructs the perfect sample to meet your research needs. With a range of modes to choose from—online, offline or mixed—you can reach any target, in any category. So you always fulfill your recruitment goals. Ryan would never settle for less.

Ryan Hopper

Just one of the people working for you at SSI.



consumer data is still playing out, but ultimately, as long as we a) respect consumer privacy, B) never discriminate, and C) always give the consumer the option to opt out of participa-tion, these techniques can drive both company and consumer value.2. Health is a special case. needless to say, healthcare pro-filing and targeting decisions are dominated by privacy and control concerns. additionally, healthcare does not have the heavy correlations that many consumer brands have with con-sumer interests and affinities. So the health profiling landscape is going to be played out in parallel by health media companies with reach and experience in this space. as a DTC marketer, you have a voice in this revolution and can drive the urgency and the vision for the next wave of change in health. Chal-lenge your agencies to do the same.3. There are ways to start learning now. yes, with many of the newer technologies, DTC marketers are right to be cau-tious. But caution should not relegate you to sitting this phase out on the sidelines. look for ways to work with media aggre-gators who can set up a firewall between experimental profil-ing options and your brand campaigns, while sharing campaign learnings and landmines with you.

Gathering and maintaining consumer data is not a new practice; it has just

become more elaborate.

4. Incubation must be a team effort. This is so obvious it requires mention: engage compliance, regulatory and legal teams to begin incubation work sooner rather than later on where your company is comfortable striking the balance between consumer privacy and consumer/shareholder value.5. Substantiate with business results. yes, it is all sexy. yes, your management board may be, or will soon be, asking for it. But all of this sizzle is intended for incremental business perfor-mance. Do start learning about these technologies, because the space is heating up, and there will be opportunities for health, but don’t do anything without kPis or an roi goal. DTC

Chris Neuner is Executive Vice President, Product and Marketing at QualityHealth, a premier online customer acquisition solutions for healthcare marketers. With 15 years of experience innovating in the interactive marketing and media space, Neuner has partnered with leading companies such as Eli Lilly, Novartis, Genentech, and Medtronic. In addition, he founded Greater Than One, leading it to become a top full-service digital agency in the health industry. Neuner can be contacted at via email at [email protected].

References1 Mckinsey global Survey, “Minding your digital business”, Brad Brown and

Johnson Sikes

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[email protected] surveysampling.comScience. People. Innovention

®

ACCESSINGRyan Is Obsessed with

Your Healthcare Targets (even the Rarest)!Ryan Hopper has a singular focus—connecting you with the right participants for your research, whether patients, caregivers, physicians or allied health professionals. However rare the ailment or small the specialty, Ryan calls on his deep industry knowledge to bring the people you need to your study. Ryan works with SSI’s dedicated access teams to seek out millions of sufferers around the world through a multitude of sources. Then, using advanced profiling techniques, he constructs the perfect sample to meet your research needs. With a range of modes to choose from—online, offline or mixed—you can reach any target, in any category. So you always fulfill your recruitment goals. Ryan would never settle for less.

Ryan Hopper

Just one of the people working for you at SSI.


Given the sensitivity and private nature of health care, many people still prefer to conduct conversations in person rather than online via social media. Word of mouth marketing comes with an inherent level of trust, persuasion and influence, something pharma marketers should consider when planning their marketing campaigns.

by aNdrew levitt

I went out to dinner last week with my wife and we observed the interactions among three couples that were eating together. We were surprised at how four of the six

adults seated around the table were engrossed in their smart-phones for the better part of ten minutes before their food arrived, presumably making pithy comments and random updates to their facebook profiles or tweeting out observations about their day’s activities.

By most accounts, there are plenty of reasons to believe that our world has been transformed into one completely dominat-ed by online engagement and an obsession with social media.

according to studies by the Pew research Center’s inter-net and american life Project, well over 60% of american homes today are wired for broadband access with people log-ging on multiple times each day, up substantially in the past

decade. Smartphone usage across every age segment is off the charts, and all signs point to the continued dependence on mobile data and connectivity. in fact, comScore recently confirmed that people who use both facebook interfaces spent more time on the mobile site than they did on the classic website. Perhaps more stunning is that 75% of 12-17 year olds have their own phone, and send more than 3,000 text mes-sages per month!

But fear not – while facebook and Twitter may dominate the headlines (and capture the majority of minutes each month of online usage), our world remains driven by the in-person conversations that happen every single day. This represents a major marketing opportunity for every consumer brand, espe-cially pharmaceutical products – and there’s a great deal of scien-tific evidence to turn even the biggest skeptics into believers.

The Surprising Science Behind Word of Mouth Marketing


W O R D O F M O U T H

for starters, ed keller and Brad fay of the keller fay group recently published The Face-to-Face Book (nice play on words) that confirmed, based on their extensive data sets from their TalkTrack research panels, that 90% of conversa-tions about brands happen in-person. That’s right – 90%! furthermore, the level of persuasion and influence that comes from those in-person conversations is longer-lasting and more actionable, two key ingredients for marketing success.

it’s natural to think that word of mouth (WoM) is much more of an online phenomenon – but the magic of consumer influence happens when two people (or a group of people) are together and share honest, authentic feedback about the brands they use. Much to your surprise, it’s not just the latest iPhone app or the best new restaurant that gets discussed among social networks; rx products get plenty of air time, too.

Within the pharmaceutical space, the reality of the offline conversation is all the more important to consider as discus-sions tend to be of a more intimate, private nature. it is quite rare to see a facebook post where someone is announcing which medication they have been prescribed – but when two people are sitting at dinner, at a Starbucks over coffee, or while watching their kids play soccer, you can be certain that medication choices and advice about their effectiveness will be discussed. We see it in our data every single day.

Much of what drives the power of word of mouth dialogue is the inherent trust that exists when two people speak to one another. Just think about your own life and the choices you make each day. Chances are, your purchase decisions have been significantly influenced by what a friend or family told you vs. what advertisements you saw or heard while driving to work, right?

But don’t just take my word for it. The 2012 edelman Trust Barometer showed that “a person like yourself” had the largest increase from the prior year, up nearly 50%. along those same lines, nielsen recently reported in a 25,000-per-son global study that 92% of consumers say they trust earned media like word of mouth above all other forms of advertising, representing an 18% increase from 2007. So doesn’t this beg the question, “Why does pharma continue to invest so much money on interruption advertising?”

an article that came out of the Mckinsey brain trust high-lighted the fact that the marginal gain for those brands who pursue WoM will be much larger than those who continue to fight it out in the more traditional advertising channels. The well-conceived theory is that WoM is still on the early frontier as an advertising tactic with substantial room for improvements and growth as brands learn more about how to make WoM work for their brand. as the article states, “The rewards of pursuing excellence in word-of-mouth are huge, and it can deliver a significant competitive edge few other marketing approaches can match.”1

in contrast, most every pharma brand has optimized their TV and print execution – and continued investment in those categories won’t provide any substantial difference in a com-petitive marketplace. When Claritin ads with claims of allergy relief hit the airwaves in the fall of 1997, that was novel and interesting, and people took note. fast-forward fifteen years, and the pharma advertisements have become so boring and sterile that it’s pretty difficult to differentiate one from another, and it all just continues to sound like background noise (if you see it at all).

The level of persuasion and influence that comes from those in-person conversations is longer-lasting and more actionable, two key

ingredients for marketing success.

Television ads and print runs remain safe bets for most rx products out there who can afford a meaningful DTC invest-ment – i get that – but regardless of your given budget, can you continue to afford to play it safe in this highly competitive environment?

Part of the challenge that drug marketers face is the inher-ent lack in understanding of how to measure the impact of a WoM campaign. as Mckinsey states, “… many marketers avoid it. Some worry that it remains immature as a marketing discipline compared with the highly sophisticated management of marketing in media such as television and newspapers.”2

With most traditional advertising vehicles, the measurement landscape has been established already: grP levels with TV, impressions with Pr campaigns, click through with online banners, and reach with print and out of home. for better or worse, WoM may be late to the party, and still needs its own set of established and agreed-upon metrics to evaluate results and impact from an investment. But i’m here to tell you: these metrics do exist – and those pharma marketers who have embraced word of mouth initiatives have gained substantial insights into conversation dynamics, consumer behavior, and rx demand.

The good news is that even if you have yet to embrace WoM as a key tactic in your brand’s future, you can benefit by leveraging the vast amount of scientific knowledge about the power and influence of the medium, and gain confidence in what the promise of word of mouth represents. The chan-nel is so effective not only because of the trust that exists but also because of the way WoM conversations break through the clutter of our over-stimulated media environment. Those conversations almost always happen due to some form of external and relevant stimuli, making the exchange of informa-tion that much more topical. This happens in both pharma and non-pharma settings.



as an example, picture two women in the grocery store in adjacent lines getting ready to check out. one notices a few containers of Chobani greek yogurt in the neighboring cart and begins to question her own reliance on the fage brand she’s been eating for the past year. The two women begin a dialogue (because they can easily relate to one another – their kids go to the same daycare), and though they have never spo-ken much to one another before, there is an inherent trust that is present among two suburban moms shopping for their fam-ily’s groceries.

our Chobani customer expresses her rave reviews for the product when asked for her opinion and highlights the great texture and flavor that she loves. The fage customer listens with genuine interest, then confirms that the next time she is buying yogurt, she’ll try the Chobani brand. The two women in the very real example thank each other, smile, and move on with their day – one feeling more informed and influenced by WoM, the other feeling good that she could share her authentic opinion and make a difference in someone else’s life.

So if that example makes sense for a product as benign as greek yogurt, imagine how powerful WoM can be when the topic addresses personal and sensitive health issues! in fact, WoM proves to be the ideal channel for pharma-centric con-versations to take place, no matter if what is being discussed is for the individual, that person’s spouse, their child or even their parent.

Much of what drives the power of word of mouth dialogue is the inherent trust that exists

when two people speak to one another.

Consider now two couples that meet up for dinner one evening. as they sit down to enjoy their meal, they start talk-ing about their children – and the topic naturally evolves into a discussion about one of their children’s aDhD. in this trusted and intimate setting, the openness and the empathy is palpable and a great deal of information gets shared.

Beyond the challenges of managing homework and keep-ing the house clean, one of the aDhD parents in this example talks about the shortcomings of their son’s current medication, and asks for advice from their friends who also have a son with aDhD. The other couple shares their experiences, their disease management tips and tricks – and of course, the brand name of the drug their son takes to effectively manage his condition. The following morning, that other mom is on the phone with their son’s physician inquiring if that drug might be a better choice based on the advice and influence from their friends. That’s word of mouth hard at work!

This intent to act, based on an in-person conversation with someone else, can be measured and often serves as a key suc-cess factor in evaluating the impact from WoM interactions.

extremely high intent figures are frequently observed, pre-dominantly due to the inherent trust that exists between two conversation partners.

as ed keller commented in a recent interview, “We believe that the objective of all marketing should be to encourage conversation, and even more, to encourage advo-cacy. That is the future of marketing – consumers persuading other consumers, either based on their own love of a product or service, which they in turn share with others; or being asked for their advice and recommendations. it is this consum-er-to-consumer interaction, based on real-life relationships, that has the credibility to persuade others to take the advice.”3

The science goes even deeper in the book Connected. authors nicholas a. Christakis and James h. fowler argue that social network ties are really conduits for altruistic acts in which individuals pay back a debt of gratitude by paying it for-ward. This deep-seeded desire to help others and share experi-ences is central to how networks form and how information spreads among the participants of that network.4 This is so true in healthcare. To improve the outcome for someone’s health becomes a real motivator to someone who wants to make a difference. Conversations take on a whole new meaning and even approach a level of urgency, and as a result, the levels of influence are quite pronounced.

in fact, Christakis and fowler discovered that if your friend’s friend’s friend gained weight, you gained weight. if your friend’s friend’s friend stopped smoking, you stopped smoking. and if your friend’s friend’s friend became happy, you became happy, too. The data is quite compelling.

The science and magic around WoM also extends to its scalability and the way messages spread rapidly through a network (think: the immense popularity of Fifty Shades of Grey earlier this summer!). People in our society are inher-ently interconnected with a total of three degrees of influence and six degrees of separation. This means that the childhood game of telephone works wonders with WoM in that there is almost no message degradation from the source of the infor-mation to the third person who hears about the news. even with some of the complex messages we see in pharma brands, the authentic and empathetic nature of human conversation enables accurate and consistent spread of information to those who care to hear it.

along those same lines, the famous Stanley Milgram experi-ment (and reproduced by Watts, et.al. in 2002) that revealed that people are all connected by an average of just six steps ensures that the speed of data transmission across and through a network will be rapid and reach the majority of the partici-pants in short order.

What this means for pharma marketers is that intercon-nected groups of people, who tend to mirror each other in many ways (due to the concept of homophily, which is



the conscious or unconscious tendency to associate with peo-ple who resemble ourselves) will hear from their own trusted sources about topics of mutual interest. The information will spread quickly and with great levels of influence attached to it. as the saying goes, birds of a feather flock together, making the opportunities for pharma marketers all the more power-ful. and with the correct scientific approach to architecting a message that spreads, the possibilities are endless.

The bottom line is this: advertising isn’t really working on social media channels because it is inherently disruptive to the very tenants of social media – democratization of information, authentic communication, and conversational content.

and while pharma and non-pharma marketers alike remain enthusiastic about the potential that exists with social media marketing, recent data shows that ads on social sites are under-performing. it’s really no surprise – most people visit social sites to engage with friends and family, not to be interrupted by offers and promotions. yes, the eyeballs might be there, but for the most part, brands remain largely invisible in the online social space and companies continue to have a hard time find-ing the balance and earning people’s attention.

The world has changed, and it is cluttered more and more each day with advertisements that fail to influence and be remembered. But human conversations are markedly different,

and bring with them an unparalleled level of trust, persuasion and retention. Pharma marketers who recognize that WoM is a scientifically proven method to disseminate a message, and who make WoM part of the Dna of how they market their product, will reap disproportionate rewards for their efforts.

Done right, and with the right mix of people (did you know that a woman’s advice is 13% more compelling, more persuasive and more frequent than that from their male coun-terparts?), pharma marketers can engage their brand’s biggest fans to cut through the advertising clutter and motivate others to take the desired behavior.

now, isn’t that something worth tweeting about? DTC

Andrew Levitt is the Founding Partner of HealthTalker, and is a seasoned marketing executive with nearly twenty years of experience in the healthcare space. Before launching HealthTalker in February 2007, he served in various executive marketing capacities at Schering-Plough, J&J and Genzyme. Levitt can be reached by email at [email protected] or telephone at (617) 440-4232.

References1,2 Mckinsey Quarterly: a new way to measure word-of-mouth marketing, Bug-

hin, Doogan and Vetvik, april 2010.3 ‘face-to-face’: Why Word of Mouth Still Beats Social Media, July 5, 2012,

kirkus review.4 Connected: how your friends’ friends’ friends affect everything you feel,

Think and Do, Christakis and fowler, 2011.


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T H E S O U R C E F O R D I R E C T T O C O N S U M E R T H O U G H T L E A D E R S

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The Holy Grail in DTC Advertising Measurement

Television is becoming a more accountable and measureable medium of promotion, largely due to advancements in digital technology. By using single-source data, marketers are better able to validate and optimize their DTC investments in television.

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Today, advancements in digital technology are making television a more accountable and measureable medium of promotion. The television set-‐top-‐box which is present in the majority of households across the U.S. has now become a research vehicle. Second-‐by-‐second click stream data digitally captured, aggregated (non-‐identifiable) and then matched to aggregated and anonymized patient-‐level data

has now made single-‐source TV consumption and behavioral data available to marketers in the prescription drug industry among other leading categories advertised (e.g. consumer packaged goods and automotive). This single-‐source of information is a non-‐survey, non-‐recall based approach that’s bringing the “holy grail” of ROI measurement to reality because of the technological advancements available today.

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R E V I E W

Top 20 Promoting Brands Post Significant Increase in 2011Lipitor, Cymbalta Held Respective Top Spots Throughout Year

Media Type 2010 2011 $ Change % Change

62% Television $2,454,711,781 $2,417,753,863 -$36,957,918 -1.5%

31% Magazine $1,202,459,080 $1,210,586,441 $8,127,361 0.7%

6% Newspaper $236,489,957 $243,331,835 $6,841,878 2.9%

1% Radio $51,253,012 $35,125,883 -$16,127,129 -31.5%

0% Outdoor $3,784,790 $1,841,888 -$1,942,902 -51.3%

Grand Total $4,445,695,163 $4,432,648,830 -$13,046,333 -0.3%

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Lipitor Pfizer $250,331,453 $220,823,562 -$29,507,891 -11.8%

Cymbalta (Pain) Lilly USA $0 $166,165,453 $166,165,453 N/A

Cialis Lilly USA $178,886,984 $143,765,922 -$35,121,062 -19.6%

Abilify Bristol-Myers/Otsuka America $131,462,953 $131,242,141 -$220,812 -0.2%

Viagra Pfizer $103,787,648 $127,584,914 $23,797,266 22.9%

Celebrex Pfizer $34,196,914 $114,218,078 $80,021,164 234.0%

Pradaxa Boehringer Ingelheim $60,822 $108,893,188 $108,832,366 178,935.9%

Cymbalta (Depression) Lilly USA $190,943,859 $104,231,906 -$86,711,953 -45.4%

Lyrica Pfizer $99,228,195 $103,223,320 $3,995,125 4.0%

enbrel Amgen/Pfizer $37,882,656 $99,604,383 $61,721,727 162.9%

Pristiq Pfizer $122,749,023 $96,332,352 -$26,416,671 -21.5%

Seroquel XR AstraZeneca $22,528,814 $94,139,680 $71,610,866 317.9%

Uloric Takeda Pharmaceuticals $38,587,016 $93,583,531 $54,996,515 142.5%

Advair Diskus (COPD) GlaxoSmithKline $105,873,750 $81,959,648 -$23,914,102 -22.6%

Chantix Pfizer $100,222,625 $80,484,336 -$19,738,289 -19.7%

Spiriva Boehringer Ingelheim/Pfizer $68,250,055 $75,212,984 $6,962,929 10.2%

Crestor AstraZeneca $96,262,484 $61,864,316 -$34,398,168 -35.7%

Symbicort AstraZeneca $63,336,887 $58,599,594 -$4,737,293 -7.5%

Boniva Genentech/Roche $84,145,641 $54,078,711 -$30,066,930 -35.7%

Vimovo AstraZeneca $20,503,693 $53,692,973 $33,189,280 161.9%

Total Spending for Top 20 Brands $1,749,243,482 $2,069,703,003 $320,459,521 18.3%

Top Pharma Spending $4,445,695,163 $4,432,648,830 -$13,046,333 -0.3%

12 | DTC Perspectives • Spring 2012

DTCP_0312.indd 12 3/28/12 3:02 PM


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DTC Perspectives • Spring 2012 | 17


Television is becoming a more accountable and measureable medium of promotion, largely due to advancements in digital technology. By using single-source data, marketers are better able to validate and optimize their DTC investments in television.

by FaRIba ZaMaNIyaN

Before a DTC commercial goes on-air, precedence of

how much and how often to expose the TV audi-

ence to your brand message has set the course for

how advertisers plan and then execute their investment.

Once in market, alignment to sales tracking along with cus-

tom research to survey consumer recall and intent to talk to

the doctor following ad exposure have been a primary means

to validate the impact of TV promotion and confi rm if the

investment has yielded a positive return on investment.

But as we continue to face downturn in discovery and

blockbuster drug launches compounded by a growing num-

ber of patent expirations taking over $500 million in ad

spending out of the equation, the pressure to prove the causal

relationship of DTC TV exposure on new patient acquisi-

tion and sales has magnifi ed. Once proven, the mandate to

increase sales for the same or less DTC budget now puts the

effi ciency of the TV media plan under the microscope.

Today, advancements in digital technology are making

television a more accountable and measureable medium

of promotion. The television set-top-box, which is pres-

ent in the majority of households across the U.S., has now

become a research vehicle. Second-by-second click stream

data digitally captured, aggregated (non-identifi able) and

then matched to aggregated and anonymized patient-level

data has now made single-source TV consumption and

behavioral data available to marketers in the prescription

drug industry among other leading categories advertised

(e.g., consumer packaged goods and automotive). This sin-

gle-source of information is a non-survey, non-recall based

approach that’s bringing the “holy grail” of ROI measure-

ment to reality because of the technological advancements

available today.

TRA, Inc. | Validate and Optimize the DTC TV Investment 1


Using single-‐source data to validate and optimize the DTC investment in TV

By Fariba Zamaniyan Senior Vice President

TRA, Inc.

Before a DTC commercial goes on-‐air, precedence of how much and how often to expose the TV audience to your brand message has set the course for how advertisers plan and then execute their investment. Once in market, alignment to sales tracking along with custom research to survey consumer recall and intent to talk to the doctor following ad exposure have been a primary means to validate the impact of TV promotion and confirm if the investment has yielded a positive return on investment.

But as we continue to face downturn in discovery and blockbuster drug launches compounded by a growing number of patent expirations taking over $500 million in ad spending out of the equation, the pressure to prove the causal relationship of DTC TV exposure on new patient acquisition and sales has magnified. Once proven, the mandate to increase sales for the same or less DTC budget now puts the efficiency of the TV media plan under the microscope.

Today, advancements in digital technology are making television a more accountable and measureable medium of promotion. The television set-‐top-‐box which is present in the majority of households across the U.S. has now become a research vehicle. Second-‐by-‐second click stream data digitally captured, aggregated (non-‐identifiable) and then matched to aggregated and anonymized patient-‐level data

has now made single-‐source TV consumption and behavioral data available to marketers in the prescription drug industry among other leading categories advertised (e.g. consumer packaged goods and automotive). This single-‐source of information is a non-‐survey, non-‐recall based approach that’s bringing the “holy grail” of ROI measurement to reality because of the technological advancements available today.

Therefore, it is well poised to define the success of a DTC TV ad campaign:

1. Quantify the causal affect of advertising on sales.

• How many new patients and incremental prescriptions were acquired by the brand following ad exposure?

2. Quantify the effectiveness of the media plan on this performance.

• How much media weight was required to affect this performance? • How did the flight plan support or depress the speed of new patient acquisition? • How efficient was the programming selected to reach the actual patient audience?

In order to secure a place within the brand budget, marketers must validate television’s impact on prescription drug sales. Even with

TV Exposure Second-‐by-‐Second Set-‐

Top-‐Box Data

Rx Behavior Aggregated

and Anonymous

Pa[ent-‐Level Data

DTCP_0312.indd 17 3/28/12 3:02 PM



Awareness:


Compliance:


immediately





Awareness:


Compliance:


immediately





Awareness:


Compliance:


immediately



Patient-Centric Marketing Via Specialty Point-of-Care Networks

Awareness:Millions of patients are watching each month1


51% of patients are asking their HCP2

Compliance:94% of patients are purchasing products

immediately3

1. Monthly Affidavits, 2010. 2. Deibler Consulting, 2008. 3. Audits & Surveys Worldwide, 2001

ContextMedia owns and operates a portfolio of the largest condition-specific in-office digital networks

For more information, contact:Shradha Agarwal,

Chief Marketing Officer312.239.6656

[email protected]

✔ ROI Guarantee✔ Proven Results

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R E V I E W

Top 20 Promoting Brands Post Significant Increase in 2011Lipitor, Cymbalta Held Respective Top Spots Throughout Year

Media Type 2010 2011 $ Change % Change

62% Television $2,454,711,781 $2,417,753,863 -$36,957,918 -1.5%

31% Magazine $1,202,459,080 $1,210,586,441 $8,127,361 0.7%

6% Newspaper $236,489,957 $243,331,835 $6,841,878 2.9%

1% Radio $51,253,012 $35,125,883 -$16,127,129 -31.5%

0% Outdoor $3,784,790 $1,841,888 -$1,942,902 -51.3%

Grand Total $4,445,695,163 $4,432,648,830 -$13,046,333 -0.3%

Source: Nielsen for DTC Perspectives

Nielsen is the leader in innovative advertising information services and tracks advertising activity across 18 media types. For more information, send an email to Marisa Grimes at [email protected].

0%1%

6%

31%62%

Overall DTC Spend Drops Minimally in 2011 Media Market Shares Remain Constant

NOTe: excludes Internet Advertising

Brand Manufacturer 2010 2011 $ Change % Change

Lipitor Pfizer $250,331,453 $220,823,562 -$29,507,891 -11.8%

Cymbalta (Pain) Lilly USA $0 $166,165,453 $166,165,453 N/A

Cialis Lilly USA $178,886,984 $143,765,922 -$35,121,062 -19.6%

Abilify Bristol-Myers/Otsuka America $131,462,953 $131,242,141 -$220,812 -0.2%

Viagra Pfizer $103,787,648 $127,584,914 $23,797,266 22.9%

Celebrex Pfizer $34,196,914 $114,218,078 $80,021,164 234.0%

Pradaxa Boehringer Ingelheim $60,822 $108,893,188 $108,832,366 178,935.9%

Cymbalta (Depression) Lilly USA $190,943,859 $104,231,906 -$86,711,953 -45.4%

Lyrica Pfizer $99,228,195 $103,223,320 $3,995,125 4.0%

enbrel Amgen/Pfizer $37,882,656 $99,604,383 $61,721,727 162.9%

Pristiq Pfizer $122,749,023 $96,332,352 -$26,416,671 -21.5%

Seroquel XR AstraZeneca $22,528,814 $94,139,680 $71,610,866 317.9%

Uloric Takeda Pharmaceuticals $38,587,016 $93,583,531 $54,996,515 142.5%

Advair Diskus (COPD) GlaxoSmithKline $105,873,750 $81,959,648 -$23,914,102 -22.6%

Chantix Pfizer $100,222,625 $80,484,336 -$19,738,289 -19.7%

Spiriva Boehringer Ingelheim/Pfizer $68,250,055 $75,212,984 $6,962,929 10.2%

Crestor AstraZeneca $96,262,484 $61,864,316 -$34,398,168 -35.7%

Symbicort AstraZeneca $63,336,887 $58,599,594 -$4,737,293 -7.5%

Boniva Genentech/Roche $84,145,641 $54,078,711 -$30,066,930 -35.7%

Vimovo AstraZeneca $20,503,693 $53,692,973 $33,189,280 161.9%

Total Spending for Top 20 Brands $1,749,243,482 $2,069,703,003 $320,459,521 18.3%

Top Pharma Spending $4,445,695,163 $4,432,648,830 -$13,046,333 -0.3%

12 | DTC Perspectives • Spring 2012

DTCP_0312.indd 12 3/28/12 3:02 PM


PAIDPermit #108


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


MAGAZINEVol. 11, No. 2 • Summer 2012



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Multimedia Solutions Successful in Engaging Patients’ Lifestyles

A dosed digital multimedia intervention engages patients on therapy and drives adherence and compliance. By understanding how approaches from consumer media can be used to build engagement and adherence programs, marketers can build behavior-altering programs to improve communications as well as health outcomes.

by adaM KaufMaN

C onsumers with chronic diseases are not only mak-ing product decisions based on their condition, but, more importantly, on their lifestyle. “how will this

product and therapy impact my life?” becomes an important question in the selection of a treatment. Many, if not all, treat-ment decisions impact patients’ daily lives from simply putting them on a medication schedule to impacting what they eat and what activities they can or cannot engage in; treatments for chronic conditions generally imply dramatic changes in their daily habits.

in consultation with their clinicians, patients must make very important therapy decisions. Many of these are not solely based on clinical outcomes, but also on the impact these thera-pies will potentially have on one’s lifestyle. one example of this thinking is the diabetic patient’s “decision tree,” which is the process of determining when and how to start insulin, and choosing the accompanying delivery schedule and device.

Past studies have shown that a significant percentage (28.2%) of patients are reluctant to take insulin if prescribed and the remainder, while indicating some degree of willingness, in general still have reservations. results of patient willingness to start insulin reported slightly willing (24.0%), moderately will-ing (23.3%) to very willing (24.4%). The number one reported reason, for patient reluctance mentioned by 56.1% of respon-dents who would be unwilling to start insulin, was the belief in insulin therapy’s restrictiveness. in other words, patients answered affirmatively on the survey that they believed “insu-lin therapy would restrict my life; it would be harder to travel, eat out, etc.” 1

Taking this insight, a goal when educating consumers about therapies for chronic conditions would be to not only include descriptions of the therapies themselves, but also to teach patients (1) how to minimize the negative and maximize the positive impacts of the therapies, and (2) how the therapy can

(Continued on page 40)


M U LT I M E D I A S O L U T I O N S

fit into their lifestyle. Programs should go beyond educating. They need to provide support for the patients to help fit the therapy more easily into their lives and, ideally, should reduce the overall lifestyle burden of the condition itself. This will improve therapy adoptability, and in the end engender greater behavior change and better outcomes.

Interventions via multimediaMultimedia digital technologies provide a cost-effective

solution to lifestyle support that engage patients beyond the medication or device. lifestyles are unique to the individual and multimedia technologies – whether online or mobile – allow for mass message customization and the capacity to provide for tailored communication and deeper exploration. additionally, digital approaches enable multiple media for-mats such as video, articles, and interactive content, dynam-ic que s t ion and answers, and polls or quizzes. This breadth of content, coupled with the ability to person-ally tailor how and w h e n t h e c o n -tent is delivered, ensures that each patient receives the personalized sup-port in the unique way(s) that best fits his/her life.

Multimedia dig-ital solutions also provide a natural platform to engage patients beyond the particular product and therapy to also address behaviors that co-determine therapy success. These behaviors include diet, physical activity, social support, and coping. for example, a digital solution that educates on administering insulin would naturally help a patient understand how taking insulin is con-nected to dietary and physical activity habits. But a truly impactful program would also work to reduce the perceived “restrictiveness” of insulin therapy on the patients’ lives by helping patients adopt improved eating and physical activity habits, thus actually enabling a richer life. This enhanced solu-tion might therefore provide cooking tips and recipes that are both diabetes-friendly and fun to make. This enhanced support goes beyond the base impact of the therapy to more broadly engage and impact patients’ lifestyles. furthermore, leverag-ing pervasive modern digital technology, the solution could be

personalized to help identify and serve appropriate content. in this example, perhaps a recipe right for grilling during summer.

While each interaction can be optimized to support therapy adoption in the context of individual lifestyles, the most suc-cessful programs consider not just the current program inter-action, but are designed to engage a patient over time and deliver content based on a longitudinal curriculum and opti-mized to the patient’s progression through therapy adoption and disease maintenance over time. Digital solutions should incorporate behavioral tracking and feedback mechanisms to help patients recognize the patterns in their own behavior and link those patterns to healthy outcomes. for example, diabetic patients can track therapy management against feel-ings of well-being to help illustrate patterns. This personalized progress can then feed into the content resulting in a deeper level of personalization. When all elements are tightly inte-

grated and utilized together, this type of program wil l engage pa t ien t s more deeply, keep t h e m e n g a g e d longer, and ide-ally produce better outcomes.

Dig i t a l so lu-tions, when appro-pr ia te , can a l so incorporate sup-port and connec-tions in the form of social media by p rov id ing con-nections to other patients on ther-

apy. The three elements of content, tools, and online com-munity should be integrated into a self-management program so that content connects to community forums and other opportunities for social interaction, and tracking results pro-vide feedback to tips or other content that are applicable to the patient. a patient’s lifestyle is tricky, multifaceted, and deeply individual. Successful digital programs should provide tremen-dous breadth and depth behind a personalized yet simple user interface.

Interventions in actiona good case study of a vendor thinking deeply about

patient lifestyles and the larger lifestyle impact of their prod-uct, and deploying a multimedia digital solution to support both lifestyle and behavior change, is Valeritas, makers of the V-go™ insulin delivery device.


From Direct-to-Consumer Towards a More Direct Dialogue

Social media is somewhat new in the DTC marketing industry, but many pharmaceutical companies have ventured in with varying degrees of success. While much can still be learned, one core principle should not be overlooked for any campaign: social media should be a two-way dialogue.

by weNdy blacKburN

Have you noticed? Social media is no longer an “emerging” media. Though behind the curve of other industries, pharmaceutical companies have been

engaging in social media with varying degrees of success for several years. Pharma marketers and communicators have been actively exploring the use of social media to fulfill a variety of objectives. Today, many pharma companies are using social media to:

•Learnmoreaboutatargetaudienceandtheirneeds•Gaininsightsinordertoimproveproductsandservices•Improve relationships with target audiences (investors,

patients, professionals, payers, advocacy groups)•Improvereputationandsentimenttowardscompaniesand

brands•Createawarenessforacompany,brand,orcondition•Improvemedicationcompliance•Extendthereachofcustomerservice•Extendthereachofcontent(suchasdiseaseeducation)•Augmentcause-relatedmarketingandothermultichannel

campaigns

But some might argue that while pharmaceutical market-ers have been busy checking social media off their proverbial “to-do” lists, something largely has been missing from the mix: dialogue.

By its very definition and nature, social media is meant to be social. What does being “social” mean? Social is not defined by the technology or platform. in fact, one can have a face-book page or Twitter account and still be far from “social.” Though platforms such as facebook can enable conversation, both parties must be willing – and able – to engage.

Being social entails having a two-way dialogue. it implies an actual back-and-forth conversation. it’s a two-way street, if you will. and all too often, pharma’s approach is one-way.

What’s one-way dialogue?To understand the meaning of two-way dialogue in a social

media setting, it is helpful to understand and see examples of one-way dialogue. Since 1998 when direct-to-consumer advertising took off in the united States, pharmaceutical com-panies have been accustomed to distributing messages to con-sumers with a one-way mindset. Via television, radio, print,


S O C I A L M E D I A

press releases, email campaigns and static Web sites, pharma-ceutical communicators packaged their campaigns and broad-cast them to the masses.

unfortunately, this mindset is often subsequently applied to the social sphere. one can’t blame marketers for seeing the opportunity to reach a broad audience with a specific message on platforms such as Twitter. it’s quite tempting to package those same campaigns and messages and simply broadcast them via new channels and platforms.

But what many don’t understand is social media doesn’t work that way. Think about it as the equivalent of an annoy-ing robotic phone call delivering a recorded message from your Congressman seeking re-election. The phone rings, you answer, and you listen to the recorded message. Then you hang up. you can’t ask questions, you can’t tell him what you think of his agenda, nor can you even let him know if you plan to vote for him or not. all this happens on a telephone – a device intended specifically for a two-way, live conversa-tion between two or more parties. Do you feel fulfilled after a phone call like that?

now let’s see how applying that approach to pharma social media may look. astraZeneca hosts a Twitter handle called @aZhelps. @aZhelps sends Twitter messages to those report-ing adverse events or needing payment assistance, and directs them to the astraZeneca information Center (see graphic).

There’s no doubt the purpose of this effort is admirable and well-intended: astraZeneca is trying to direct adverse event reports to the appropriate channels as well as help people pay for their medications. however, to the recipient it could seem as if a robot is sending these one-way, unsolicited, templated messages. Just like a Congressman might do so via recorded phone call.

often we see pharma corporate Twitter feeds used as a one-way communications device – much like a wire service

for press releases – as opposed to having a discussion with those interested in a conversation. (for more examples and a list of pharma corporate Twitter feeds, visit Tweetpharm at tweetpharm.intouchsol.com, which aggregates trends and statistics from pharmaceutical companies’ use of Twitter.)

The one-way broadcast of messages via social channels is low-risk and controlled, and it may achieve some spe-cific objectives. it is true that one-way dialogue is a means to checking “social media” off a marketers’ to-do list. But if this approach is the equivalent of walking into a room, talking only about oneself, and ignoring all questions and conversations … is this the right way for pharma to be using social media?

Two-way dialogue: Why bother?it goes without saying that conversing with consumers

in the digital channel is difficult and risky. There are many unknowns, conversations cannot be well controlled, fDa guidelines are not clear, roi is elusive, and resources are tight. Why bother? Well, here are three good reasons:

1. If you listen, you learn. If you engage, you learn a lot more. Many companies have already enabled social media listening, which is an excellent way to learn about your audience. however, engaging in conversation, ask-ing questions, and building relationships can expand the value of social listening 100-fold.

2. While social media properties give you a presence, two-way dialogue gives you a voice. open discussions on forums, the ability to comment on blog posts, the back-and-forth that can happen on Twitter all give companies the ability to ask and answer questions and be more help-ful to consumers.

3. Press releases make you newsworthy. Conversations make you human. The robot voice is not a friendly one. as an industry, pharma could use a more human touch.

here’s another reason to engage in two-way dialogue: Consumers are savvy and can spot a fake social media effort a mile away. remember, from the consumers’ perspective, they often can converse with all kinds of companies and products. They get coupons from their favorite beauty product’s face-book page, they have live chats with customer service people who help them order a pair of shoes online, etc. Consum-ers understand very little (and why should they?) about the regulations and restrictions that pharma companies must con-sider when engaging with them. So one can understand that consumers have a higher expectation for dialogue than what pharma thus far has been able to fulfill.

When pharmaceutical marketers begin going down the path of implementing social media initiatives, several things tend to trip them up. Those include open text boxes and other situa-tions that invite open, uncontrolled conversation – especially if the exchange is expected to be two-way. The fear of brand

(Continued on page 40)


DTC Marketing for Better Patient Engagement and Outcomes

Pharmaceutical marketers are continually challenged to reach physicians as well as ensure a strong physician-patient dialogue. More than ever, pharmaceutical marketers are recognizing the value of targeting campaigns at the point of care during visits, as well as before and after visits. Such programs promote engagement while providing marketers with a direct and measureable return on their investment.

by toM McGuiNNess

Today’s pharmaceutical marketers are facing a number of unique challenges that require thoughtful and strategic solutions. These challenges include patent expiries, tight-

er budgets, the need to reach multiple audiences (e.g., patients and physicians), access restrictions, and increased drug special-ization. under these circumstances, creating targeted health information and brand communications that reach the correct audiences, in the right context, and spur action has become increasingly critical. in addition, in every industry, the capac-ity to measure the return on investment (roi) of marketing campaigns for every channel has become paramount so overall budgets can be allocated to drive the greatest impact.

engaging patients and physicians at the point of care (PoC) – physician’s waiting rooms, exam rooms, clinical areas and hospitals – gives brands an opportunity to address the needs of both audiences when each is focused on improving health out-comes. Customized health information on electronic check-in/check-out tablets, in patient education brochures and on digital waiting room screens can help generate conversation and impact treatment decisions. Targeting brand communications prior to or during an engagement with physicians provides the best

opportunity to impact behavior, as well as amplify other market-ing investments.

What to consider at the outsetTo achieve the best results, it is important that the PoC pro-

gram team works collaboratively with a company’s brand team, and media or advertising agency, to understand the company’s overall marketing strategy. By understanding the broader objec-tives, PoC campaigns can take advantage of content synergies and enhance existing campaigns. no one-size-fits-all solution exists for every objective, but PoC campaigns have been prov-en to (1) enhance product launch performance and speed time to peak revenue, (2) improve a physician’s ability to identify patients indicated for a given therapy, (3) convert patients from competitive brands, (4) improve medication adherence, and (5) support later-stage life cycle management for brands approaching patent expiry.

once you have established the campaign’s objectives, it is important to craft messaging that is appropriate for the PoC setting, whether it’s for the physician’s waiting room, the exam room or the physician’s back office. While traditional DTC


P O I N T O F C A R E

television ads have driven strong growth during the past decade, traditional approaches are too blunt to meet the targeted needs of today’s more specialized drugs, nor are the ads created to take advantage of the fact that in just minutes the patient will be talk-ing with his or her physician. By increasing marketing invest-ments at the PoC “moment of truth,” brands achieve much greater targeting and impact. These programs take the brand awareness that has been built through traditional DTC channels and drive patients and physicians to action at the PoC, where treatment decisions are ultimately made.

Success factorsClearly, the most important factor for success of a DTC

marketing program is to offer compelling, high-quality program content that attracts and engages patients and physicians. By pro-viding integrated patient and physician engagement solutions at the PoC and along the care continuum, messaging can enhance health outcomes, reduce cost, and improve the overall patient experience. Programs can provide information on a broad range of health topics: disease state management, healthy lifestyle edu-cation and personalized messages from the physician directly to patients, as well as targeted brand messages. Such programs deliver results for physicians, for pharma brands, and for patients.

as an example, one of our pharma brand clients, a mature brand in a category with both generic pharmaceutical and oTC competition, had experienced loss of their leadership position and a continuing downward trend in market share. The brand was looking to maintain their new prescription share and edu-cate patients about understanding, treating and living with the disease by leveraging in-office patient education. Meeting these objectives involved placing brand advertising in a patient-edu-cation exam room brochure. a special section of the brochure included an office visit checklist to help patients understand their symptoms and guide the discussion with their physician. in addition, a rebate offer for a new prescription was attached to every brochure. a successful PoC campaign delivers targeted content at the right time in the right amount. The physician and sponsor must understand the patient population, set tangible objectives, and have clear goals to measure.

in the gastroenterology therapeutic program just described, we delivered an increase of 11.1% in new prescriptions. That growth in prescriptions increased over time and ultimately pro-vided an roi of 4.3 to one.

Measuring the effectivenesshow do marketers know if a PoC campaign was successful?

By developing accurate and timely analysis of results. establish-ing test and control groups for prescription volume is important, as is tailoring measurement to the specific brand and objective. it is important to work closely with the client research team to design a measurement protocol and employ an independent third party to measure objectively the impact of the campaign.

Take this example of a mature brand nearing patent expiry in the crowded and highly-competitive heart health space. in our collaboration with the brand team, we learned that the brand’s primary objectives were to drive new patient scripts and improve patient adherence through the end of their patent.

To meet these objectives, the company capitalized on the opportunity to dynamically message patients in the waiting room. They leveraged multicultural marketing to digitally com-municate to patients their value proposition, which included a patient savings program.

Targeting brand communications prior to or during an engagement with physicians provides the best opportunity to impact behavior, as well

as amplify other marketing investments.

in this case, the PatientPoint programs were able to deliver a substantial roi of 11.6 to one. The waiting room program delivered an 8.2% increase in total prescription volume. There was also a significant year-over-year increase in new prescription growth. While many DTC advertising programs claim to offer remarkable, truly measurable results, few are actually able to deliver on those promises and demonstrate the impact analytical-ly with third-party validation. The size and structure of a physi-cian network makes measurement reliable and accurate even in the face of growing uncertainty in the marketplace.

A strong focusMore than ever, the healthcare environment is focused on

improving health outcomes and adherence to treatment recom-mendations, and empowering patients to take a more active role in their health. at the same time, pharmaceutical marketers are continually challenged to reach physicians and patients and facilitate strong collaboration. as such, marketers are targeting campaigns at the point of care – before, during, and after office visits. Point of care programs can provide an integrated port-folio of patient solutions that are focused on engaging patients and starting conversations that lead to better health. The results validate that patient education drives real behavior change in patients, encourages patient/physician engagement, and boosts brand performance for marketers. and there is no better place to deliver messages than at the point of care. DTC

Tom McGuinness is the CEO of PatientPoint, a leader in patient and physician engagement solutions at the point of care. He brings more than 20 years of healthcare, business and financial leadership to the role, having worked with leading firms in pharmaceutical, biotech and medical technology, as well as with several academic medical centers and hospital systems on topics of strategy, growth, marketing and sales. McGuinness can be reached by email at [email protected] or tele-phone at (513) 936-6819.

Image courtesy of Arvind Balaraman / FreeDigitalPhotos.net

DTC Perspectives is proud to announce the launch of this exciting new marketing conference - The Multicultural Health National: Marketing to A Diverse America - November 15-16 in Orlando, FL. This unique event will

feature presentations from key thought-leaders in the multicultural health marketing sphere and will focus on best practices for reaching the key multicultural populations in America including but not limited to African Americans, Hispanic Americans, and Asian Americans.

Attendance Suggested For:

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Image courtesy of Arvind Balaraman / FreeDigitalPhotos.net

DTC Perspectives is proud to announce the launch of this exciting new marketing conference - The Multicultural Health National: Marketing to A Diverse America - November 15-16 in Orlando, FL. This unique event will

feature presentations from key thought-leaders in the multicultural health marketing sphere and will focus on best practices for reaching the key multicultural populations in America including but not limited to African Americans, Hispanic Americans, and Asian Americans.

Attendance Suggested For:

• Pharmaceutical (Rx and OTC) Marketers• Advertising Agency Executives and Creatives• Representatives from Health Plans and Managed Care Companies• Media Companies• Government Officials• Academics• NGOs

Featuring Keynote Speakers:

Proudly presents the latest health marketing conference...

Orlando, FloridaNovember 15-16, 2012

Rosen Plaza Hotelwww.mchnational.com

Multicultural

M a r k e t i n g t o a D i v e r s e A m e r i c a

HealthNational

Maylene Garcia Moneypenny

Multicultural Marketing Manager,

Florida Blue

Steve PalmisanoFormer Sr. VP Advertising,

Pfizer

Jeremy SheplerDirector, Diabetes

Marketing, Novo Nordisk

Tanner ColbyAuthor, Some of My Best

Friends Are Black

Howard BufordPresident,

Prime Access

Sponsored By:

Register: www.mchnational.com ■ 973-521-7475 Passes starting at $1995 Includes full access to the conference, events and exhibit hall

Book Your Room: Make your reservation today at the Rosen Plaza Hotel. The special room rate is $119. Book your room by calling 1-800-627-8258 and mentioning “DTC Perspectives.”

Join the Discussion @MCHNational

Get Involved Now!

multispread.indd 2-3 8/31/12 12:34 PM


Planning Ahead:DTC Game-Changers

The future is upon us now; it’s not just some arbitrary time that is years away. And as many of you can attest, each day seems to pass more quickly than the last. Thus, it is important to look ahead at marketing tactics now that could change things for the not-so-distant future.

There is so much uncertainty for DTC marketing in the months and years ahead – the fDa has yet to issue guidance on social media marketing protocols, consumers’ habits and behaviors are constantly evolving, and platforms that could be factored into a brand’s marketing plans in the next few years might not be invented yet

(even Twitter is only six years old). With so many possibilities, it can be hard to know what has the most potential in advancing brands’ relationships with consumers. To help shine some light on this topic, we reached out to a few of our forward-thinking eDTC revolution Conference faculty to ask:

What will be the biggest game-changer in the next 1-3 years for Rx patient communications?

Mark Bardexecutive Director & Co-founderDigital health Coalitionalthough one can argue “mobile” is a very broad trend or a collection of numerous trends, the migration to devices that move with us through-

out the day will have the most significant impact on patient marketing and communication over the next three years. We have seen traffic to sites via mobile devices go from 5% to 35% and the trend is going one direction – fast. Mobile presents a challenge for companies and brands because even if you are forward thinking, none of us possess a crystal ball to tell us what the mobile world will look like in three years. it’s amazing to think how much can change in the mobile space when you think about the adoption curve of a new device – phone, tablet, or hybrid. The landscape can radically change within three years. fueling the integration of new mobile features and activities will be the continuing trend of more data for less money. Carriers are fighting the trend for cheaper data, but market forces should continue to make access a reality for a larger number of consumers seeking to use their phone to access information.

So what does this mean for pharma? engage in scenario planning and debate where we are today with mobile, where the brand is today and then debate how the landscape may change your way of thinking. it’s more than just creating a mobile web version of brand assets – although that’s a great first step. a strategic mobile roadmap is a broader approach to pushing information, branding, messaging, or disease and health management tools to consumers in a format they want. That format is increasingly mobile as opposed to a desktop solution.

Michael MyersPresidentPalioMobile technologies. one of the key issues vexing pharma over the last few years has surrounded social media. More specifically, how can pharma companies and brands use social

media to engage patients and caregivers without running afoul of the fDa. The appropriate usage of social media is still a big issue for pharma, but brands and companies are now engaging. equally important, the fDa has weighed

I N D U S T R Y F O R U M


in, albeit slowly, and has a mandate to provide guidelines under PDufa V.

The evolving use of social media will continue to be a game-changer in rx patient communications in coming years. But, mobile technologies will be the game-changer in the next few years. Considering when they all came on the market, smartphone and tablet penetration are already overwhelming by almost any measure. The growth rates of these technologies and newer options like the iPhone 5, iPad mini, and Micro-soft’s Surface are only going to increase usage and force a need for increased utility and relevance for mobile by service pro-viders, marketers and information service providers.

Brands will need to connect in real time in meaningful ways that are customized to location, situation, and need in order to remain relevant and at the forefront of consumers’ (whether they are patients or caregivers) minds. rx’s (and all brands) that take advantage of the potential of mobile tech-nologies and connectivity will have new levels of potential to engage. The key, however, will not solely reside in moving to mobile platforms. Success will hinge on relevance and a level of engagement that provides real meaning in real time to the real needs that a patient is seeking to address. Whether a timely reminder or needed information provided on the “move,” mobile can transform patient communications and will for those who can harness its potential effectively.

kevin Pho, MDfounderkevinMDThe biggest game-changer in the com-ing years is using social media to con-nect with patients online. according to the Pew internet and american life Project, eight in 10 internet users use

the web to search for health information and 65% of adults use social networking sites. While most patients are looking for information about their diagnosis and treatment online, many are also sharing stories – what it’s like to live with a specific condition or take a certain medication, for instance.

as a physician, this isn’t necessarily information i can pro-vide in the exam room. i don’t have diabetes or congestive heart failure, and i haven’t taken many of the drugs i prescribe. kerri Morrone Sparling, a prominent diabetes advocate, poignantly says that “sharing stories contributes to a patient’s emotional health, and being emotionally healthy is key to being physically healthy.” With social media, the pharmaceutical industry can learn from patients to shape edu-

cation campaigns. and they can share their own stories, be transparent, and put a human face on the industry. Pharma and patients listening to one another using social media – what could be more powerful than that?

Jamie Turnerfounder of 60 Second Marketer & Co-author of Go MobileThe biggest game-changer over the next 1 to 3 years for rx patient com-munications will be the utilization of mobile technology. Both tablet

computers and smartphones are changing the way physicians connect with patients in significant ways. already, we’re see-ing patient communications move to desktop platforms, but in the next 1 to 3 years, they’ll move to tablets and smart-phones since virtually every member of the population car-ries a smartphone 24/7 and a growing segment is purchasing tablets.

leigh householderVP, Managing DirectoriQ, the innovation lab of gSW WorldwideThe biggest game-changer in rx patient communications will be the resurgence of unbranded digital mar-keting. it will start with the broad

recognition of a simple truth: the biggest competitor most of our brands face isn’t another brand – it’s lack of knowledge, lack of motivation, inaction. Most people could be living better, healthier lives. They could chose care sooner, stick with treatment longer, be active advocates for their own health. unbranded – particularly in digital mediums – is the activator of that better behavior. not only in learning about a new drug, but also in choosing to come off the sidelines and stick with treatment longer. Studies1 show that unbranded delivers more qualified prospects than branded and – with the right mix of media – can perform at similar conversion rates over time. More importantly, it lets us better com-municate with people on the sidelines, helping them see the impact treatment can have on their everyday lives.

References1 Crossix rxMarketMetrics Series. “Branded Versus unbranded Digital Tactics.”

DTC Perspectives Magazine. Sept. 2011.

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M U LT I M E D I A S O L U T I O N S S O C I A L M E D I A

Valeritas realized early that its product represented a sub-stantial change in the delivery of insulin for people with type 2 diabetes, and that it had the potential to help overcome the perceived lifestyle “restrictiveness” of taking insulin. look-ing to maximize the patient’s chances of successful therapy by increasing its focus on the broader lifestyle challenges of diabe-tes, Valeritas partnered with dlife to develop the V-go life™ online Self-Management Program. The program engages patients who are using the V-go device with a structured 12-week multimedia dosed curriculum program that allows patients to adopt and sustain self-care behaviors at their desired pace. it delivers a mix of education, entertainment, support, and general lifestyle information around healthy eating, physi-cal activity, coping, and behavior change The program delivers this information through a variety of media channels, including videos, articles, interactive quizzes, polls, and expert question and answers online. The program is aimed at engaging the V-go life program users in a 360-degree self-management support program that helps them adopt and stay engaged with their personal self-care and the V-go product.

Future of multimedia in patient careBoth behavior change and lifestyle support programs are

core to a product offering to engage patients, change behavior, and drive outcomes. These programs offer the opportunity to not only position the product more successfully in patients’ lifestyles, but actually reduce the broader lifestyle impact of the conditions they treat. To support individual lifestyles, it will become increasingly more important to understand the nuances of patient decision making around self-management and therapy selection, and to have the ability to reach them with effective messaging when and where they are the most receptive. in order to do this, it will be increasingly important to keep current with the ever-changing world of multimedia technology and utilize it. Multimedia solutions must leverage digital technologies’ capacity for highly personalized, deeply engaging programs that provide tremendous sources of infor-mation, entertainment, and support both behavior change and individual lifestyle. DTC

Adam Kaufman, Ph.D. is General Manager of Healthcare Solu-tions at dLife. As a pioneer of technology and media solutions, Kaufman has directly led the development, rollout and evaluation of solutions currently used by dozens of healthcare organizations that touch tens of thousands of patients daily. He can be followed on Twit-ter @adambkaufman or reached by email at [email protected] or telephone at (203) 221-3442.

References1 Polansky, et al. “Psychological insulin resistance in Patients with Type 2 Diabe-

tes” Diabetes Care Vol: 28 #10 2005, pp 2543-2545

V-go is a registered trademark of Valeritas, inc.V-go life is a registered trademark of Valeritas, inc.

mentions, overstated claims, adverse events, and other promo-tional missteps made by unknowing consumers is warranted.

So what is a marketer to do if they see the value in a two-way dialogue? if that marketer works in a pharmaceutical com-pany, they look for industry examples to show their regulatory reviewers. and the examples are out there if you look for them:

1. uCB Pharma hosts an active facebook page called epi-lepsy advocate, with over 42,000 “likes.” The page offers an open and active “wall” with lively discussions offering support and encouragement.

2. astraZeneca leverages live two-way digital dialogue on its branded Crestor.com website. on the “Contact us” page, users can have a live online chat with the astraZeneca information center.

3. novartis’ MyCfConnection represents an active online community for people living with cystic fibrosis.

4. Boehringer ingelheim’s global corporate Twitter handle, @Boehringer, has long been heralded as one of the best examples of pharma’s use of two-way dialogue on Twitter.

5. Sanofi’s diabetes social media ecosystem, roche’s accu-Chek social presence, and Johnson & Johnson’s network of blogs represent dialogue-driven trailblazers still in exis-tence today.

in general, existing examples of two-way dialogue in pharma are largely unbranded and often moderated, thereby reduc-ing risk. apps on facebook and moderation tools on blogs can help mediate conversations so that they stay in compliance. But newer platforms such as Pinterest pose even more challenges for pharmaceutical marketers because moderation options do not yet exist. it’s important to understand the limitations of emerg-ing platforms before using them, and to watch them as they evolve.

Redefining DTC to be DWCThough there has been progress, the industry is far from

being considered a social butterfly. it’s time the industry under-stands and recognizes the difference between one-way broad-casting and two-way dialogue. it’s time pharma companies blaze even more trails towards understanding the consumer perspec-tive and meeting them where they are with a more open mind and open discussion.

it’s time to scrutinize the term “DTC” – marketing direct to consumers – and redefine it as DWC – creating a dialogue with consumers. DTC

A face familiar in pharma social media circles, Wendy Blackburn has served as a communicator and industry observer for more than 17 years. Blackburn currently serves as Executive Vice President at her agency, Intouch Solutions, which specializes in digital, mobile, and social mar-keting for pharmaceutical companies. Blackburn can be reached on Twit-ter at @WendyBlackburn, by telephone at (913) 956-4328 or email at [email protected].


Appature, a leading software-as-a-service (SaaS) pro-vider for the life sciences industry, named Jigish Avalani as executive Vice President, global Marketing and alliances. Bringing over two decades of experience, avalani will be responsible for global marketing, product management, stra-tegic alliances and corporate development. Prior to joining the SaaS innovation firm, he was Managing Director, global Marketing Development for enterprise Strategy Services at Microsoft.

leading healthcare agency AbelsonTaylor hired Dani-elle Jamil as Manager, Digital Strategy; Austin Kirksey as Senior account executive, and promoted Virigina Painter to account executive. Jamil will be responsible for supervis-ing digital initiatives and providing strategic guidance. She joined from Siren interactive, a healthcare agency special-izing in rare disorders, where she was Manager, CrM Pro-grams. kirksey will be responsible for urology products in his new role, having left his post as an account Supervisor, leading the consumer initiatives for pharmaceutical clients at The San Jose group, a multicultural marketing communica-tions and advertising agency. Painter will now be responsible for oncology and pediatric accounts. having most recently held the title of account Coordinator with abelsonTaylor, she has worked on accounts in pain management, antibiotics, urology and men’s health.

Joyce Shirer returned to Rodale Inc. as Senior Vice President, audience Development and e-tail Marketing. Shirer will lead and manage all areas of Magazine Circulation and Single Copy Sales, advertising operations and yield Management, online audience Development, Syndication, list and alternative Media Marketing, and e-tail Marketing. She was most recently Vice President of Marketing at Maga-zines.com. Prior to her tenure at Magazines.com, she was Senior Vice President, Magazine Consumer Marketing for rodale, playing an integral part in launching Men’s Health and Women’s Health.

Bryant Lewis was named Manager, regulatory review by Digitas Health. lewis most recently held the position of Senior Product Manager with Sudler & hennessey. Nissan Stern joined DraftFCB Healthcare as Senior Project Man-ager. he was previously a Senior Digital Project Manager with euro rSCg 4D. Joining sister agency Euro RSCG Life is Julie Davin in the role of Senior account group Supervision. Davin has worked in a number of therapeutic areas including neurology, dermatology, women’s health, rheumatology, oncology, among others. Most recently she held a contracted position as account Supervisor with Medi-cal exchange international.

HealthiNation and Remedy Health Media have announced a strategic partnership to integrate healthina-tion’s videos and with remedy’s health and wellness sites to

provide a multi-platform approach to effective reach the right audience. This will allow for visitors to view videos alongside prime content and adherence tools, creating a deeper level of engagement. ImpactRx, a Symphony health Solutions com-pany, named Adi Asavaid as Senior Vice President, Solu-tions Design and implementation. having left his post as Vice President for retail Solutions at opera Solutions, asavaid will lead the design and development of innovation solutions driven by the combined data assets of impactrx and Source healthcare analytics.

Precision Health Media has teamed with several lead-ing health apps and mobile ad networks to target patients via a new channel, ConditionMatch™ Mobile (CMM). The proprietary technology ranks health pages across partner sites based on a brand’s keywords and co-morbidities. Charter partners include AdTheorent, Ubiqi Health, xAd and others. HealthGuru has hired Richard Stora and Chris Cooke as advertising operations Managers for its new york City office. Stora was most recently a Qa Specialist in Digital Sales at nBC universal. Cooke was previously Digital Media Planner at footsteps group/omnicom. addition-ally, healthguru, a health information video destination site, opened a sales office in Chicago, which will be headed by Lynne McCarthy, Midwest Sales Director. She joined from Microsoft/MSn, where she managed the Central region for Microsoft’s TV efforts.

Investment in HealthTalker Fuels Expansion of WOM in Pharma

HealthTalker announced a substantial investment from Black Tiger Partners, LLC, resulting in several industry veterans joining forces to “expand upon the unrivaled power that word-of-mouth (WoM) mar-keting holds for the industry,” noted healthTalker founder Andy Levitt. he will work with the team from Black Tiger Partners, llC to manage daily operations and bolster research, product and client development. Steve Simcox, founder of the investment company and former Ceo of MediMedia, is tasked with the day-to-day operations. Russell Grimaldi, Joseph Gillis and Blake O’Neill will also join as partners to manage healthTalker through its expansion.

Jigish avalani

O N T H E M O V E

austin kirkseyDanielle Jamil

Creating Brand Value in an Economically Challenging Environment

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Steve Edwardsrecall strategist,

stericycle

Alexander KandybinVP, Global Health Practice, Booz & Company

Patrick Seiffertsenior Brand

Manager, aquafresh,

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Teri Goldstein Ceo, The Goldstein Group

Malcolm Spicer editor,

elsevier Business intelligence

Consumer Products

Jim Davidson Chairman, Public Policy Group, Polsinelli shughart

Dave Wendland VP, Hamacher Group

Barbara DeradoriansVP, ipsos

C O N T R I B U T O R S

ADVERTISING INDEX & RESOURCE CENTERCompany Page Website Phone Contact Email

Beacon healthcare Communications 7 beaconhc.com 908-781-2600 adrienne lee [email protected]

Catalina Coverfold-out catalinamarketing.com 1-877-210-1917 kristen kaighn [email protected]

Digitas health 51 digitashealth.com 215-545-4444 greg lewis [email protected]

healthgrades 52 healthgrades.com 678-279-1922 Mike rosenberg [email protected]

health Monitor network 13 healthmonitornetwork.com 201-391-1911 [email protected]

Parade Magazine 5 parade.com 212-450-7141remedy health 9 remedyhealthMedia.com 212-695-5581 Jim Curtis [email protected]º a Segerdahl company 17 sg360.com 847-541-1080 Paul White [email protected]

SSi 23 Surveysampling.com 203-567-7200 ryan hopper [email protected] 49 univision.net/

marketing-services Jorge Daboub [email protected]


Wendy Blackburn, a face familiar in pharma social media circles, has served as a communicator and industry observer for more than 17 years. Blackburn currently serves as executive Vice President at her agency, intouch Solutions, which special-izes in digital, mobile, and social market-ing for pharmaceutical companies. She

can be reached on Twitter at @WendyBlackburn, by tele-phone at (913) 956-4328 or email at [email protected]. Turn to page 32 to read her article.

Adam Kaufman, Ph.D. is general Man-ager of healthcare Solutions at dlife. as a pioneer of technology and media solu-tions, kaufman has directly led the devel-opment, rollout and evaluation of solu-tions currently used by dozens of healthcare organizations that touch tens of thousands of patients daily. he can be fol-

lowed on Twitter @adambkaufman or reached by email at [email protected] or telephone at (203) 221-3442. To read his article, turn to page 30.

Tom McGuinness is the Ceo of PatientPoint, the leader in patient and physician engagement solutions at the point of care. he brings more than 20 years of healthcare, business and financial leadership to the role, having worked with leading firms in pharmaceutical, biotech and medical technology, as well as aca-

demic medical centers and hospital systems on topics of strate-gy, growth, marketing and sales. Mcguinness can be reached by email at [email protected] or telephone at (513) 936-6819. Turn to page 34 to read his article.

Geoffrey McCleary is Vice President/group Director of Mobile innovation at sister agencies, Digitas health and razor-fish health. More than 15 years of phar-maceutical and interactive marketing expe-rience enables him to provide the most strategic mobile and technological insights to the world’s largest pharmaceutical and

biotechnology clients. Contact McCleary via email at [email protected] or follow Digitas health on Twitter @Digitas_health. Turn to page 14 to read his article.

Chris Neuner is executive Vice Presi-dent, Product and Marketing at Quality-health, a premier online customer acqui-sition solutions for healthcare marketers. With 15 years of experience innovating in the interactive marketing and media space, neuner has partnered with leading companies such as eli lilly, novartis,

genentech, and Medtronic. in addition, he founded greater Than one, leading it to become a top full-service digital agency in the health industry. neuner can be contacted via email at [email protected]. Turn to page 18 to read his article.

Andrew Levitt is the founding Partner of healthTalker, and is a seasoned mar-keting executive with nearly twenty years of experience in the healthcare space. Before launching healthTalker in febru-ary 2007, he served in various executive marketing capacities at Schering-Plough, J&J and genzyme. levitt can be reached

by email at [email protected] or telephone at (617) 440-4232. To read his article, turn to page 24.

Creating Brand Value in an Economically Challenging Environment

Regist

er N

ow

register Now for the oTC National Conference!

www.otcperspectives.com or call 973-521-7475

Passes start at $1,995 – seating Limited, reserve Yours Today!

October3-4, 2012 Sax Hotel, Chicago, IL

Steve Edwardsrecall strategist,

stericycle

Alexander KandybinVP, Global Health Practice, Booz & Company

Patrick Seiffertsenior Brand

Manager, aquafresh,

Glaxosmithkline-invited

Teri Goldstein Ceo, The Goldstein Group

Malcolm Spicer editor,

elsevier Business intelligence

Consumer Products

Jim Davidson Chairman, Public Policy Group, Polsinelli shughart

Dave Wendland VP, Hamacher Group

Barbara DeradoriansVP, ipsos

Hall of Fame

It’s Time to Celebrate the Stars of the Industry…

The 2012 DTC Hall of Fame

DTC Perspectives Is Proud To Congratulate These Outstanding Individuals!

For additional coverage and photos of the September 13th induction ceremony please visit www.dtcperspectives.com under the Awards tab.

Deborah Dick-RathCEO & FounderEpic Proportions LLC

Stu KleinHealthcare Practice LeadInterpublic

Don LowyPresident & FounderDonald Lowy Consulting

Sheri StumpSenior Marketing DirectorPediatric ADHD, Behavioral Health Business UnitShire

by JoNathaN isaacs


Too Much Head. Not Enough Hips.With so much competition within the industry, how do you stand out to clients? Or – in looking at the larger picture – to patients? It’s all in how you tell the story. To paraphrase Maya Angelou, people may forget what you said, but they will remember you made them feel.

W henever i try to explain the power of storytell-ing, i use a jaw-droppingly profane and surprising 2005 documentary called The Aristocrats. it features

many famous comedians and actors discussing, deconstruct-ing and telling their versions of a very old, very transgressive dirty joke that goes something like this: a family act goes to see a talent agent. The agent asks what they do. The family performs the act (and here, the joke teller is supposed to ad lib the most shocking acts of debauchery they can imagine). The awed agent asks the family what the act is called, and the punch line is delivered with gusto: “The aristocrats!”

everyone gets the same basic elements and structure. The brilliance comes from what people do with it after that. actor kevin Pollak tells the joke while doing an impersonation of Christopher Walken. Bob Saget subverts his “america’s funniest home Videos” good guy persona by making the joke into an outrageous, taboo-busting rant. There’s footage of gil-bert gottfried telling an obscenity-riddled version at a friars’ Club roast soon after 9/11 that suddenly becomes a moment of catharsis for the entire audience. Sarah Silverman pretty much steals the movie when she turns the joke into a creepy “autobiographical” confession that somehow ends with her in a compromised sexual situation with 80-year old TV and radio host Joe franklin.

if you haven’t guessed it already, in advertising (especially healthcare advertising because it’s more insular), we are all pretty much telling the same joke. We work with the same companies, clients and brands. We wave to each other in lobbies and airports on our way to the same pitches. We fire up the same PowerPoint presentations (or if we’re feeling especially sassy, keynote!). We reference much of the same research and insights. We recite the same facts.

Don’t kid yourself, one way or another, every day we stand up in front of our clients and perform “The aristo-crats.” So you would think, much like louie C.k. or kevin hart we would emphasize our sense of showmanship. lov-ingly burnish our deliveries. Make our time together unpre-dictable and entertaining. instead, far too often in healthcare, we just shove all of our book learnin’ in a sock and bludgeon our clients into unconsciousness.

now i’m not saying we shouldn’t be the most knowl-edgeable, articulate people we can be. We should. or that deep, elegant insights and business strategies aren’t pivotal. of course they are. But it’s not enough to be effective. We have to be sexy. We have to be pervasively creative. all of the time. in everything we do.

as eric Clapton, the legendary healthcare marketer and amateur guitarist, once said, “it’s in the way that you use it.” So in my opinion, you will have more influence over a situation by being the most interesting than by being the smartest. Because what people believe comes down to who they want to believe, who they love. and everybody loves a storyteller.

it’s not an “advertising” thing, it’s a “human being” thing.

Why, just last week i was on jury duty. The prosecution and defense were like competing agencies. They had the same

facts. The same opportunity. My jury was the de facto client. Two were texting. one was playing angry Birds in Space. one was snoring so loudly i offered her Breathe right strips on our break. The other eight were paying attention.

The prosecutor was very competent. he concisely laid out the evidence, called credible expert witnesses and connected dots in a professional, workmanlike manner. The defense attorney called no witnesses. he didn’t dispute any facts. he just took those facts and spun them into an entertaining, self-deprecating story involving his labradoodle, Mr. Peepers, that had a different ending. an ending where the defendant didn’t do it. guess who won?

it is not a client’s job to recognize brilliance in an idea just because we see it. or intuitively know how we could be a one-of-a-kind partner. no, once we take the stage, it is our job to take all of our smarts and weave a story that inspires, charms, and seduces them into a higher sense of enlighten-ment. otherwise, in the end, the joke is always on us.

Jonathan Isaacs is Chief Creative Officer of Ogilvy Healthworld, NY, part of Ogilvy CommonHealth Worldwide. Drawing from his posi-tion as a marketing authority, he identifies the latest advertising and creative trends, and shares his astute views. He can be reached by email at [email protected] or telephone at (212) 237-4713.

O N T H E E D G EMarketing

Hall of Fame

It’s Time to Celebrate the Stars of the Industry…

The 2012 DTC Hall of Fame

DTC Perspectives Is Proud To Congratulate These Outstanding Individuals!

For additional coverage and photos of the September 13th induction ceremony please visit www.dtcperspectives.com under the Awards tab.

Deborah Dick-RathCEO & FounderEpic Proportions LLC

Stu KleinHealthcare Practice LeadInterpublic

Don LowyPresident & FounderDonald Lowy Consulting

Sheri StumpSenior Marketing DirectorPediatric ADHD, Behavioral Health Business UnitShire

DTCNATIONAL CONFERENCE

DTC Perspectives is now accepting speaker submissions for the 2013 DTC National.

Submissions will be accepted through November 1st, 2012.

A submission form can be found online at www.dtcperspectives.com under the DTC National Conference section.

WASHINGTON DC

JW Marriott Hotel

For All DTC Thought Leaders

DTC National 2013SAVE THE DATE!

CALL FOR SPEAKERS

Don’t Miss the Most Important Gathering of DTC Thought Leaders in 2013

For more information on how to get involved at the DTC National 2013 please contact Christine Franklin, [email protected] or 973-457-5774.

April 2-4, 2013JW Marriott Pennsylvania Avenue Washington DC

THE FORUM FOR

DTC THOUGHT LEADERS

N A T I O N A LO N T H E H I L L

by JiM davidsoN

There is little doubt that one of the most significant judicial decisions of this generation is the uS Supreme Court ruling on the Patient Protection and affordable

Care act (PPaCa). The political focus on the new law was the individual requirement to purchase health insurance, which the Supreme Court sustained. Setting aside partisan differences, it is important for healthcare providers to identify how they may benefit from the opportunities and pools of money that the law creates for various segments of the healthcare industry.

The industry, Congress, and beneficiaries likely will not complete their assessments of the implications of PPaCa for at least a decade or more. Complicating matters will be the chal-lenge to respond to periodic updates prompted by revelations of the actual cost of reform, the steady flow of new regulations, and possible new offsetting revenue sources to cover unan-ticipated costs, all complicated by staggered implementation deadlines.

Perhaps the greatest threat to sustaining the present struc-ture of the law stems from the Supreme Court decision to uphold states’ rights to refuse Medicaid expansion that would extend coverage largely to the working poor. This part of the decision reminds me of an older sibling lacking the love and attention that is directed to the younger, cuter child. Both are equally important to the family and neither should be neglect-ed. While Medicaid is the vehicle through which a bulk of our nation’s uninsured will finally gain healthcare coverage, the effect of the June decision on this central feature of the law has been absent from public debate.

The Congressional Budget office (CBo) now estimates that by 2022, six million fewer people will gain coverage through Medicaid as a result of the ruling. half of those individuals will receive subsidies through state health exchanges while the remaining three million will remain uninsured. CBo updated its cost estimate after the Supreme Court decision and concluded that, as a result, Medicaid will cost the federal government $37 billion less by 2022. Moreover, this reduction in the number of

insured contributes significantly to lowering the PPaCa price tag by $84 billion over the first 10 years.

it would be overlooking the forest for the trees to claim that three million fewer people with health insurance erases the gain of adding more than 30 million uninsured americans to the healthcare marketplace. however, CBo’s report stresses that its figures reflect only what states are likely to do, and hints that even if all states (implausibly) opted against expan-sion, they still may be faced with picking up a larger share of the Medicaid tab given the state of our federal budget.

The state share of Medicaid averages 43% at current fy2012 levels. PPaCa would require the federal govern-ment to pay 100% of the bill for Medicaid expansion from 2014-2016, after which states would begin contributing towards the cost of new enrollees. These new costs would come in addition to paying for individuals who were already Medicaid-eligible under pre-PPaCa law. add the future costs of present-day Medicaid to the recent trend of doctors increas-ingly refusing to take Medicaid patients and you can under-stand how those trees are starting to look a lot bigger and more threatening.

We have to assume that states will consider these aggre-gate Medicaid costs when they decide whether to expand the program. in a way, the Supreme Court decision is significant beyond the obvious because it shines the spotlight on the fate of Medicaid and forces us to really examine the shape it’s in. The well-being of various healthcare industries – including the pharmaceutical industry – will depend significantly on what happens at the state level more crucially than even Washington insiders could have predicted.

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 more than 20 years. He can be reached by e-mail at [email protected].

Supreme Court Healthcare Decision Leaves Gap in Coverage

Much of the public debate surrounding healthcare reform focused on the individual mandate. But there was another decision made as part of the Supreme Court ruling that will also have a significant impact on the healthcare industry – Medicaid expansion. States’ right to refuse Medicaid expansion was upheld and time will tell how the program will fare.


DTCNATIONAL CONFERENCE

DTC Perspectives is now accepting speaker submissions for the 2013 DTC National.

Submissions will be accepted through November 1st, 2012.

A submission form can be found online at www.dtcperspectives.com under the DTC National Conference section.

WASHINGTON DC

JW Marriott Hotel

For All DTC Thought Leaders

DTC National 2013SAVE THE DATE!

CALL FOR SPEAKERS

Don’t Miss the Most Important Gathering of DTC Thought Leaders in 2013

For more information on how to get involved at the DTC National 2013 please contact Christine Franklin, [email protected] or 973-457-5774.

April 2-4, 2013JW Marriott Pennsylvania Avenue Washington DC

THE FORUM FOR

DTC THOUGHT LEADERS

N A T I O N A L

Source: U.S. Census Bureau Population Estimates as of July 2, 2011;Calculation based on data from IMS VONA MAT June 2012

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F or those who of us who work in the health care field, there has been a lot of partisan rhetoric about obam-acare. is it the socialist evil the right wing portrays it

as with death panels of unelected bureaucrats? is it the com-passionate all-inclusive program to help poor people receive the care they so desperately need? Will it reduce cost or result in explosive spending that will bankrupt america?

The Battle Over Health Care is an excellent attempt to ana-lyze obamacare and determine what all of the constituencies got out of it. it is written by two well-known health care experts, rosemary gibson and Janardan Prasad Singh. frank-ly, i could not tell their politics. are they free marketers or single payer advocates? Based on their views, it seems they are critical of most constituencies for ignoring cost.

The authors conclude that special interests ended up win-ning while taxpayers ultimately will get hit by rising and unsustainable cost increases. Drug companies kept Medicare from negotiating price, hospitals are getting millions of newly covered patients, and physicians are keeping fee for service. all of these wins for lobbyists keep cost curves high.

gibson and Singh are particularly concerned about some of the provisions of obamacare that on the face of it look like cost control programs. one is the accountable Care organization (aCo). These are supposed to be organizations that unify individual care so that the aCo gets paid for bet-ter results rather than treatment. The authors say who will organize providers to become an aCo and who will ensure they are in fact accountable. fraud is another area of concern. The annual cost of outright insurance fraud is about $250 billion year. obamacare adds money to investigate fraud but the authors are skeptical of how much can be stopped; only about 2% is recovered through government oversight.

on the area of tort reform to limit malpractice awards, the authors say the best approach would be for hospitals and

physicians to admit mistakes and spend the money to prevent and correct them. They cite a hospital that does just that. The university of Michigan health System has a program to admit mistakes, pay for corrective action, openly apologize to the injured parties, and compensate patients for harm. This, rather than the “deny and fight” approach that is most common, saves the hospital money. Patients are happier and malpractice premiums have plummeted. Mistakes are docu-mented so the hospital can learn from them rather than bury them out of fear of lawsuits.

The authors have done an admirable job showing the good and bad of obamacare. They seem quite even-handed in their criticisms of approaches of the left and right. unfor-tunately, they say, cost will remain out of control under obamacare. They call for more spending on reducing fraud, government negotiation on drug prices, independent reviews of how provider fees are set, more information to consumers on safety and effectiveness of procedures, and more re-engi-neering of hospital safety practices.

for anyone in the health care field, The Battle Over Health Care is an enlightening and accessible read. This is not an advocacy book that will satisfy either side of the political aisle. The authors are critical of all sides that are protecting their profitable turf while the american people will get the ultimate bill.

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 email at [email protected].

The Battle Over Health Care

By Rosemary Gibson and Janardan Prasad Singh

Published by Rowan and Littlefield Publishers, Inc. 2012 • 221 pages

reviewed by robert ehrlich

O N B O O K S


Source: U.S. Census Bureau Population Estimates as of July 2, 2011;Calculation based on data from IMS VONA MAT June 2012

READY FOR A STRONG DOSE OFWOW?

America’s 52 million Hispanics represent your largest and most actionable growth opportunity today. Our Hispanic Patient Journey study is packed with breakthrough research designed to guide your brand’s approach to this consumer segment. To learn more about how to gain new customers, visit univision.net/marketing-services or contact Jorge Daboub, VP of Client Development/Healthcare, at [email protected].

More than $12 billion in incremental revenues are up for grabs. Univision can help you get your fair share.

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MMM_Digitas p7.indd 1 11/10/11 4:51 PM

No matter what one thinks about obamacare there is one thing that is clear: Cost reduction is not a major

part of the program. yes, there are some pro-grams to begin looking at cost. effectiveness panels will be commissioned as well as some efficiency in electronic records. The biggest cost driver, fee for service, will remain. The lobbying groups from hospitals, managed care and the drug industry all kept their wish lists intact. That means more patients will be treated at high cost.

The quandary is how to provide good care at cost we can afford. republicans want to try more free market solutions. That would mean opening up health care competition across state lines, providing more levels of ser-vice rather than mandating Cadillac plans as obamacare does, and offering vouchers that consumers can use as they want.

There is no easy solution as consumers want as much health care as someone else is willing to subsidize. They will spend and spend if someone else pays their bill. They will want Mri’s, body part replacements, obesity surgery, unlim-ited cardiac tests for every chest pain, and expect it quickly. our health care system will gladly comply as they only get paid for services.

unless we change the incentive system for health care, we are doomed to collapse. if obamacare is to work financially then it must become more like single payer. government will decide what services we use and what providers get paid. That means less choice and longer waits for service. We will have fewer doctors since their compensation will be reduced, as well as fewer hospitals and testing facilities. Costs will be reined in and we will have adequate care. government, as they do in other single payer systems, decides who lives lon-ger. That is not necessarily bad, as we do spend enormous amounts of money keeping elderly people alive at end stages who have no hope of a quality life.

under a more free market plan, we would see consumers be the driver of lower cost. given a fixed amount to spend

on care, consumers would negotiate harder and physicians and hospitals would be forced to compete on price. Many services would arise to help consumers look for health care deals much as travel and shopping sites do now. it might be messy at first but eventually econom-ics will determine the free market price levels. We suspect that this system would offer much more innovation and invite many of the best entrepreneurs in business to revolutionize health care.

a free market plan would shift cost and risk to consumers. given the same consumers

already pay the bill through taxes and long-term government debt, the shift is there but indirectly hidden. We think the free market plan is the best way to go although it will have growing pains. There will be people who run out of money and cannot afford care. We will need to rely on old-fash-ioned private charities to make up for the difference.

our concern is that with the current direction of obam-acare, we will just end up as government run single payer. Would that be a disaster? no, it works in other countries to provide basic care. We think that innovation, however, will be stifled in medical research and discovery. government can do basic research but nothing matches the private sector for actually developing breakthrough products.

This upcoming election is going to decide for decades how health care will progress. Single payer or free markets are the long term choices that control cost. We endorse a truly unrestricted free market for health services. That does not mean an absence of government regulation. We need safe and effective medical services and products, and fDa will play a vigorous role. government should play the role at which it is best. That is, protect consumers from false claims, unsafe products, and unqualified practitioners.

The reality is, our current trajectory is unsustainable and obamacare almost guarantees a path to single payer. We think there is a better way to do it.

E D I T O R I A L

Health Reform: At What Cost?Cost-control is a major issue in regards to health care reform. Single payer and free markets are the long-term choices that tackle this problem. But how will our future unfurl and how will that system impact cost, risks and innovation?


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Documents

Vol. 11, No. 3 • Fall 2012 PERSPECTIVES...Please visit our website to view recent issues of DTC Perspectives magazine, or call Debra Sander at 973-521-7475 to purchase previous issues