One week into the new year, and word is trickling out that some large advertising firms are gearing up
for heavy cuts. First out the gate is WPP, which is expected to be cutting thousands of jobs.
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With the departure and retirement of two-thirds of Donahoe Purohit Miller, the middle child has
rebranded itself Purohit Navigation and is going after the pharma market as a one-stop-shop for all its branding
needs.
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Forget putting a cap on how much a gift to doctors should cost, the state of Massachusetts is
considering outlawing everything from pens to meals - and don’t even think about handing out free tickets to next
week’s Red Sox game.
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Consumer pharma marketers are going to have to be a little more careful when using celebrity
spokespeople or actors playing physicians. PhRMA has updated its rules and the consensus is clear - if you are
paying for promotion, it must be noted in the ad.
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The already crowded health portal market will get a bit tighter with the addition of
myOptumHealth.com. But unlike the other WebMDs of the world (wide Web), Optum comes with a built-in base of 60
million users and the muscle of the UnitedHealth Group.
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The Federal Trade Commission is tightening the rules for who is a paid endorser and what advertisers
need to disclose about them. Look for new transparency on payment and new language to replace "your mileage
may vary."
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Medical journal advertising takes center stage at the sixth-annual Doctor’s Choice
Awards
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Once a breeding ground for dense jargon about mechanisms of action and prescribing information, Web
sites like Centocor’s new Medversation are giving doctors consumer-friendly content to help them spell out
treatment options in a language everyone can understand.
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Spending on television advertising might be on the rise, but the consumer ad spend for prescription
drugs is seeing a downward trend.
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Don’t throw out sales force effectiveness with the sales force—some sure-fire
strategies
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