After last week’s flurry of FDA warning letters directed at companies marketing through
search ads, industry is left wondering what can be done be done to target patients online?
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Pharm Exec sits down with Kathryn Metcalfe, Pfizer’s new vice president of corporate reputation and
policy communications to discuss the new position, the perception of pharma among laypeople, and what needs to be
done to boost public opinion of the drug industry.
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With the economy in turmoil, pharmaceutical manufacturers are reassessing where and how they spend
their advertising dollars.
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Manhattan Research singled out type 2 diabetes sufferers and their online search patterns; it turns
out diabetes patients are less likely to confront doctors about branded drugs they?ve seen in DTC ads, yet more apt
to take Lipitor.
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GlaxoSmithKline received a warning letter for use of misleading imagery in its television ad for
Avodart. The Feds felt that comparing prostate size to planets might not be a good idea.
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To stay on top of a constantly evolving market that presents new challenges every day, product
managers need to bolster branding strategies and raise their marketing IQ.
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Companies are tightening their purse strings just when brand strategies need to target new
audiences
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Two pharma companies dabble in online video in two different but effective ways. Sanofi-aventis
attempts to reach patients through educational videos, while AZ calls for consumers to upload their own
testimonials.
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Pfizer switched agencies for its popular smoking cessation drug Chantix. While the company is tight
lipped about the campaign’s new direction, it looks like this may be the end of the tortoise and hare. Does this
signal an end to the use of critters in pharma ads?
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A new study suggests the medical professionals are more active on social networking sites than ever
before. With the rise of doctor-specific Web 2.0 outlets, pharma has a new tool for reaching elusive physicians.
The best part: Doctors don?t seem to mind.
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