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HBS Working Knowledge November 1, 2004 Manda Salls	Bypass Marketing: Are Docs Influenced? Does direct-to-consumer advertising inform or persuade consumers about prescription drugs? Do physicians prescribe brands based on their patients' requests? Two Harvard professors discuss their study, which recently investigated these questions.
Managed Care February 2007 MargaretAnn Cross	How Much Trouble Does Health Care Marketing Cause? Whether for drugs, imaging, surgery, or emergency services, direct-to-consumer advertising sparks lively debate.
Pharmaceutical Executive April 1, 2011	Off-Label But On Point? Use of off-label drugs is a balancing act for physicians, and poses even more problems for pharma. The FDA is moving slowly to help.
Pharmaceutical Executive July 1, 2011 Cabacungan & Clark	New Ways to Gain New Brand Insights If you can learn to understand patient and physician behavior, you are well on your way to strengthening the position of your product.
BusinessWeek November 4, 2009 Arlene Weintraub	Ask Your Doctor If This Ad Is Right for You The drug industry is spending billions on TV ads, but they may be scaring consumers away
HBS Working Knowledge November 22, 2004 Sean Silverthorne	Side Effects: The Case of Propecia Selling Propecia was a difficult marketing task for Merck & Co., and was recently the subject of a case study debated by Harvard Business School alumni.
Managed Care July 2000 John Carroll	Physicians Reconsider Taking On Pharmacy Risk They've been burned here in the past, but physicians - and the HMOs that they contract with - may have learned some lessons.
Pharmaceutical Executive September 1, 2010	To Brand or Not to Brand? The effectiveness of direct-to-consumer prescription advertising hinges on a consumer's thirst for information. A new study intimates the less info consumers are given up front, the more they seem willing to learn.
Pharmaceutical Executive October 1, 2010	Optimizing TV Advertising Placements & Results Brand managers choosing to advertise an anti-depressant on "Criminal Minds" may not be making the best choice. New methodologies reveal "Law & Order: Special Victims Unit" along with "The Bachelor" to be shows favored by depressives.
Pharmaceutical Executive June 1, 2007 Stan Bernard	Consumerization: Pandora's Pillbox By going direct-to-consumer, the industry unwittingly unleashed a swarm of opportunities for other players to enter the pharmaceutical fray. And they made the most of it. Now, a decade later, pharma is feeling the fallout in consumer trust and product value. It's time to take back control.
Pharmaceutical Executive May 1, 2007 Diane West	Spend Trends 2007: Hang 10 Direct-to-Consumer Advertising Hits Its First Decade: Dr. Dot-Com... Digital Detailing... etc.
The Motley Fool May 23, 2007 Brian Orelli	Pharma TV -- All Drugs, All the Time A combined media effort of four big pharmas in Europe sounds like a great idea, from an investor's perspective. But will it work?
The Motley Fool April 25, 2011 Luke Timmerman	Vertex, Merck Step Up to the Public Stage With Hepatitis C Drugs This Week Most analysts see Vertex's drug as best-in-class. But what does the FDA have to say about it?
BusinessWeek February 9, 2004 John Carey	Drug Ads Need Stronger Medicine New FDA guidelines may not go far enough in making sure pharmaceutical ads are used appropriately.
Pharmaceutical Executive January 1, 2006 Lou Morris	Back Page: Nailing Down DTC Promotion Before the FDA and industry can find a solution to direct to consumer promotion, they need to nail down the problem.
Pharmaceutical Executive April 1, 2006 Diane West	Media Spend Trends: Change the Channel Drug marketers still spend lots of money. But they aim at PhRMA loopholes.
Managed Care August 2001 Steve Perlstein	Four-Tier Approach Injects Consumerism Into Drug Benefit In tying copayments closely to the actual cost of medications, Humana takes a step toward promoting awareness of resource use...
Pharmaceutical Executive September 1, 2005 Mittman & Secor	Direct to Consumer: Perpetuating Prescribing Myths Misleading language in direct to consumer drug ads leads to patient confusion and the frustration of nurse practitioners and physician assistants.
Salon.com May 8, 2001 Daryl Lindsey	The "Joe Camel" ads of AIDS? The FDA says ads for drugs to suppress HIV are making false promises, and could be contributing to an epidemic of unsafe sex...
BusinessWeek August 13, 2007 Arlene Weintraub	Putting Drug Ads Back In The Bottle Efforts to curb direct-to-consumer drug advertising are growing, but so far have met little success.
Pharmaceutical Executive September 1, 2012 Al Topin	Doctors' Words No Longer Gospel In the digital age, physicians don't call the shots when it comes to healthcare guidance. Marketers must appeal to multiple sources in seeking ways to garner patient adherence and loyalty.
Pharmaceutical Executive May 1, 2005 Diane West	Media Spend Trends: Changing Lanes You've got their attention---now what? Pharma marketing analysts predict a spending shift from branded direct-to-consumer efforts to more disease awareness and corporate reputation promotions.
Pharmaceutical Executive March 1, 2013 Al Topin	Less Selling, More Time What can happen when pharmaceutical reps focus on the physician-patient conversation?
Pharmaceutical Executive January 1, 2006 Kenneth I. Kaitin	Opinion: Memo to von Eschenbach FDA's acting commissioner has an opportunity to clarify a lot of misconceptions about the agency's role in regulating drug safety. His first order of business should be to explain exactly what FDA doesn't do.
The Motley Fool April 26, 2011 Luke Timmerman	FDA Says Vertex Drug a Wee Bit More Effective Than Advertised; Stock Climbs Good news for Vertex?
Pharmaceutical Executive October 1, 2006 Gary Norman	Direct to Consumer: If These Walls Had Ears New research shows how DTC affects patients' conversations with physicians.
Reason September 2005 Kerry Howley	Locking Up Life-Saving Drugs U.S. prescription laws make us sicker and poorer because the system that puts drugs over the counter is driven by profits and patents.
BusinessWeek November 19, 2009 Catherine Arnst	Why Drugmakers Don't Twitter The FDA has so far failed to craft rules clarifying how pharmaceutical companies can participate in online discussions.
BusinessWeek January 21, 2010 John Carey	Making Personalized Medicine Pay Medco and other pharmacy benefit managers say future profits depend on matching drugs to patients based on their genes.
The Motley Fool September 7, 2010 Luke Timmerman	Vertex Nails Third Big Trial With Hepatitis C Drug And in the toughest patients to treat, too.
The Motley Fool February 24, 2011 Brian Orelli	Profit From Personalized Medicine Pfizer's drug works well, but consider these companies instead.
The Motley Fool January 12, 2010 Dayana Yochim	6 Ways to Score Cheap(er) Drugs Stop overpaying for the pills you have to pop with these simple ways to trim your prescription-drug tab.
Pharmaceutical Executive July 1, 2005 Jill Wechsler	Washington Report: The e-Bandwagon The federal government is driving e-Rx adoption by establishing standards that Medicare drug plans will have to adopt by 2009, and HHS officials are pushing to make this happen much earlier.
The Motley Fool March 31, 2011 Brian Orelli	Drug Warning Labels: The Good, Bad, and Ugly Once a drug is approved, investors can't fall asleep and ignore FDA announcements about drugs. They come in different varieties, but warnings tend to be of the bad and ugly variety more often than the good.
The Motley Fool April 28, 2011 Brian Orelli	Victory for Victrelis Merck's hepatitis C drug moves one step closer to FDA approval.
Managed Care September 1999	AMA, Federal Government Fret More About Online Prescribing and Pharmacy The AMA has come out with its strongest condemnation of online prescribing, recommending that action be taken against physicians who prescribe based solely on a patient's answers to an online questionnaire....
InternetNews April 29, 2004 Susan Kuchinskas	Health Could Mean Wealth for Microsoft A partnership with WellPoint Health Networks aims to persuade doctors to go wireless on PocketPCs.
Pharmaceutical Executive April 1, 2009 Patrick Clinton	Dear Commissioner... Unsolicited advice for FDA's next leader: Keep it real, fight popular delusions, and somehow, please, defend the agency.
Pharmaceutical Executive June 1, 2006 Philip A. George	Alternative Media: Online Med Sites Gain Patient Trust Pharma could benefit from a little less TV.
Pharmaceutical Executive June 1, 2005 Zimmerman & Fay	Marketing to Professionals: Dr. Ambassador The pharma industry is under siege in the news media. Smart companies must create a role for physicians as ambassadors who can raise patient confidence in drugs and the pharma industry as a whole.
The Motley Fool June 3, 2011 Brian Orelli	FDA Bullies Obesity Drugmakers It's been clear for some time that the Food and Drug Administration isn't particularly fond of obesity drugs. Now it's just being a bully.
Pharmaceutical Executive June 1, 2014 Ben Comer	Take as Directed: From Force to Finesse in Promoting Adherence Healthcare players tout patient education and engagement as the keys to better drug adherence rates. Patients agree, as long as that translates to convenient and affordable access to therapy.
Pharmaceutical Executive January 1, 2013 Al Topin	The Doctor-Patient Disconnect Doctor-patient conversations aren't always what we think; this basic interaction represents both a problem and an opportunity for today's drug marketers, says the author.
The Motley Fool September 2, 2008 Brian Orelli	Lipitor Is Back on the Tube Direct-to-consumer ads have to walk a line.
Managed Care February 2002 Joyce Ochs	E-Prescribing Gets More Enticing Physicians today are writing prescriptions for patients on palm-held devices that seem eerily akin to medical practice on the Starship Enterprise...
The Motley Fool July 30, 2010 Brian Orelli	A Faster Pathway to Drug Approvals A thinktank called the Pacific Research Institute has proposed letting drugs approved by the European Medicines Authority onto the market in the U.S. before the Food and Drug Administration has approved the drugs.
The Motley Fool December 2, 2010 Brian Orelli	A Short FDA Delay. For What? GlaxoSmithKline and Valeant aren't saying.
Searcher June 2012 Stephanie C. Ardito	The Medical Digital: How Safe Are the Prescription Drugs we Take? Monitoring Adverse Events and Recalls For general information about prescription and clinical trial drugs, the following websites have been around for a while and have excellent reputations.
Pharmaceutical Executive January 1, 2007	Direct to Consumer: When Television Isn't Enough Pharmaceutical marketers are tightening mass-marketing budgets and putting cash into direct media and integrated programs.
Pharmaceutical Executive July 3, 2007 Louis A. Morris	Culture Shock The withdrawal of Vioxx signaled a sea change. Welcome to the Culture of Drug Safety. The FDA is making changes in the way it reviews drug safety. Post-marketing staff has been enlarged 25%, and new, tougher laws are on the way.