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Pharmaceutical Executive March 1, 2006 Alana Klein	Direct to Consumer: Q&A with Jill Balderson More Education, Less Promotion. Patient materials should teach rather than tell.
Pharmaceutical Executive August 1, 2011 Jennifer Ringler	The Adherence Fight: A TKO? Why does the match against medicines compliance always seem to end in an easy knockout?
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.
Pharmaceutical Executive May 1, 2009	Ad(Ventures) in Pharmaland Despite the downside in ad spend, an upside remains in the digital space that's wide open for exploration.
Pharmaceutical Executive May 1, 2006 Stephen Wray	Alternative Media: Interactive=Integration Interactive technology allows marketers to keep up with the demands of both physicians and consumers.
Pharmaceutical Executive August 1, 2008 George Koroneos	Hard of (Ad)hering Companies have responded to declining profits with a proliferation of patient compliance programs. But where is pharma in this paradigm shift?
Pharmaceutical Executive July 10, 2014 Ben Comer	WebMD: The Patient Value Equation For WebMD CEO David Schlanger, connecting patients with physicians through a robust digital platform delivers the winning formula necessary to achieve quality of care, cost savings, and better health outcomes.
Pharmaceutical Executive July 30, 2007	Direct to Consumer: Creativity Through Understanding Creative consumer campaigns begin with a clear understanding of pharma rules and regulations.
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 April 1, 2006 Diane West	Media Spend Trends: Change the Channel Drug marketers still spend lots of money. But they aim at PhRMA loopholes.
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 July 3, 2007	Direct to Consumer: The Secret of My Success Pharmaceutical industry experts sound off on the methods behind an award-winning ad and how the next great direct-to-consumer campaign will come about.
Pharmaceutical Executive May 1, 2009 Maryann Kuzel	Weathering the Storm Marketers must stress that maintaining good health behaviors is one of the best things people can do to survive a down market.
Pharmaceutical Executive June 1, 2012 Amy Smith	Marketing: Medical Devices vs. Pharma Understanding the differences between drug and device marketing can make or break the brand's promotional activities.
Pharmaceutical Executive December 1, 2011 William Looney	The Medicines Adherence Challenge Keeping skittish patients on their medicines ought to be a strategic priority for Big Pharma, but is it? An expert round table examines how best to make progress and agree on some practical steps for incorporation in the campaign agenda.
Pharmaceutical Executive February 1, 2006 Bill Drummy	The Five "I"s of Internet Marketing A discussion about the fundamentals of pharmaceutical Internet marketing.
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 November 1, 2011	Europe Tackles 'Advertising in Disguise' Fears The EC's latest proposals have thrown water on Europe's fiery Direct-to-Consumer advertising debate. But is it enough to keep the flames at bay?
Pharmaceutical Executive January 1, 2006 Gene Guselli	Marketing to Professionals: The Power of Positive Feedback Boost doctors' confidence in your brand by validating their prescription decisions.
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.
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.
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 July 3, 2007 Jessica DiPaolo	Toolkit: Good Tailoring Does your marketing campaign reach the huddled masses of frustrated or illiterate healthcare consumers?
Pharmaceutical Executive January 1, 2006 Gina Ashe	Alternative Media: Patient Bloggers on Your Brands Find out what patient bloggers are saying about your pharmaceutical brands.
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.
Pharmaceutical Executive June 1, 2012	Gamification Grows Up Early efforts to harness the engagement factor in game technology focused on delivering a fun experience, with a tacked-on educational component. Today's games bring behavior change to the forefront, incorporating social dynamics, mobility, and increasingly sophisticated mechanics.
Pharmaceutical Executive November 1, 2006 Mike Mallett	Marketing to Professionals: Penetrate the Point of Purchase Leverage mystery shoppers, and improve patient compliance through local pharmacists.
Pharmaceutical Executive June 1, 2009 Michael Maher	Learning to Relate A multi-phase implementation strategy can debunk the myth that social media won't work for pharma.
Pharmaceutical Executive January 1, 2006 Maggie Helmig	Direct to Consumer: Patient Education Reform Marketers can empower patients to start a dialogue with their doctors.
Pharmaceutical Executive November 1, 2005 Peter H. Nalen	Alternative Media: Targeting Audiences on the Web The most important web page to communicate with doctors and patients is the page of results that your potential customers see when they use search engines, such as Google, Yahoo!, or MSN.
Pharmaceutical Executive June 1, 2011	Emerging Pharma Leaders 2011 Meet 2011's Emerging Pharma Leaders. Can these 30 trendsetters build competitive scale from scarcity?
Pharmaceutical Executive February 1, 2006 Chandler & Chicco	Public Relations: Damage Control Unless pharma defines a compelling story, and defends it vigorously in the consumer marketplace, others will enter that vacuum and tell the story for it -- in far less flattering ways
Pharmaceutical Executive April 1, 2012	Ad Stars The campaigns chosen as this year's Pharm Exec Ad Stars include a diverse mix of clients, health conditions, and media channels.
Pharmaceutical Executive May 1, 2005 Ame Wadler	PR: In the Loop Pharma marketers can help doctors stay abreast of the news.
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 September 1, 2011	(Some) Booths Beckon What some pharma companies are doing about the increasing restrictions of face-to-face interaction between industry and prescribing physicians.
Pharmaceutical Executive December 1, 2005 Patrick Clinton	PharmExec's 2006 Forecast The 2006 pharmaceutical industry is under assault from Congress, the press and the public, add a complex government program that will unimaginably change industry economics, and subtract revenues from off-patent products.
Pharmaceutical Executive February 1, 2007 Bill Chekan	Ain't Misbehavin' Missing doses and other medication meddling are often no accident. A new study of patient compliance uncovers methods to the madness.
Pharmaceutical Executive June 1, 2007 George Koroneos	Direct to Consumer: A Dream Campaign Takeda's Rozerem ads aren't just fun. They're a new paradigm for insomnia treatment.
Pharmaceutical Executive October 1, 2011	Arming up for the Digital Revolution As a longtime advocate of new approaches to meeting customer needs in pharma, Martin Wygod sees the biggest change as the coming growth of digital platforms as the principal source of information and communication in healthcare.
Pharmaceutical Executive May 1, 2005 Jason Hogg	Marketing to Professionals: Diagnosing MD Behavior A centralized database allows pharma marketers to truly know doctors.
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 July 1, 2012 Al Topin	Marketing: Why the Conversation Has Changed -- Forever At its core, pharma marketing is about conversations. Dynamic, persuasive conversations between companies and healthcare stakeholders. But one time it was simple; now it's not.
Pharmaceutical Executive October 1, 2005	Public Relations: Communications Delivery Chain An interview with Nanccy Turett, president of Edelman Health on how, to regain consumers' trust, pharma must better communicate its mission, goals, and policies.
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 May 1, 2006 Gary Norman	Direct to Consumer: Hit 'Em Where It Helps In-Store Pharma Promotions Capture Brand Interest: In-store campaigns are able to extend the reach and value of a pharma ad campaign. They add impressions while communicating more detailed brand messages to target audiences.
Pharmaceutical Executive January 1, 2011	The Steep, Slow Climb A survey of leading experts reveals 2011's sobering reality and the trends that smart drugmakers will follow into the next decade.
Pharmaceutical Executive February 1, 2012 Sarah Krug	Introducing the 'Chief Patient Officer' Now is the time for pharma companies to appoint a Chief Patient Officer, a new position designed to build an accord around patient trust.
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.
Managed Care February 2002 Ira Studin	Reframing the Pharmaceutical Manufacturer/Health Plan Relationship in Managed Care It is suggested that health plans address "total cost-of-care savings" in their budget process, and the pharmaceutical manufacturers establish a "consultative service function" in their managed care divisions...