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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 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 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 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, 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 November 1, 2005 Peter Pitts	Opinion: It's All Relative PhRMA's new voluntary guidelines are about much more than direct-to-consumer advertising - and they're not really voluntary.
BusinessWeek August 15, 2005 Barrett & Weintraub	Drugmakers Are Changing Channels All those "Ask your doctor if it's right for you" ads on TV haven't delivered. As drugmakers labor to develop more educational and balanced pitches, they're also trying to better target their messages.
Managed Care March 2005 Martin Sipkoff	Direct-to-Consumer Ads Garner Mixed Outcomes DTC advertising's reputation as a bully may be largely overstated. There's little evidence that sales of specific drugs increase, and there may be some benefit.
Pharmaceutical Executive September 1, 2006 Jeannette Park	Directo to Consumer: No-Name Opportunity Marketers are using unbranded ads to get across the right messages.
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 June 1, 2006 Philip A. George	Alternative Media: Online Med Sites Gain Patient Trust Pharma could benefit from a little less TV.
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.
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
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.
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 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 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?
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 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 May 1, 2005 Kathy Kastner	Direct to Consumer: Information vs. Education Although the pharma industry is good at providing information, it has not yet learned how to transform it into reliable education. If pharma marketers can initiate that transformation, they will grab a significant opportunity to connect with consumers.
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 March 1, 2006 Alana Klein	Direct to Consumer: Q&A with Jill Balderson More Education, Less Promotion. Patient materials should teach rather than tell.
InternetNews July 29, 2005 Colin C. Haley	Pharma Markets Online Curtailing direct-to-consumer drug ads sounds like a bitter pill for creative firms, but the fine print suggests an opening for Internet marketers.
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.
The Motley Fool February 23, 2005 Brian Gorman	Amgen Gets Disciplined Direct-to-consumer advertising may be a non-starter for Amgen and other biotech companies.
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 October 1, 2006 Gary Norman	Direct to Consumer: If These Walls Had Ears New research shows how DTC affects patients' conversations with physicians.
The Motley Fool September 28, 2010 Brian Orelli	Don't Get Stuck! Invest in Needle-Free Drugs Here's how to make some money off society's general disdain for needles through next-generation drugs.
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 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 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.
The Motley Fool September 18, 2008 Brian Orelli	Medical Device Makers Throwing Money Down the Tube Congress is investigating medical device makers' direct-to-consumer ads.
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 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.
Chemistry World April 14, 2008 Ananyo Bhattacharya	Psychiatric Drug Ads 'Frequently Misleading' Advertisements for psychiatric drugs - including many top-selling antidepressants - often make claims that are either misleading or impossible to verify, according to a new US study.
The Motley Fool December 11, 2008 Brian Orelli	Drugmakers Could Lose Their Greatest Weapon Congress is thinking about putting limits on direct-to-consumer advertisements. The pharmaceutical industry trade group makes a preemptive strike.
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.
The Motley Fool June 16, 2005 Stephen D. Simpson	Media Drug Withdrawal? Are pharmaceutical companies turning away from mass marketing through TV?
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 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 February 1, 2007	Marketing to Professionals: Resource Allocation A Stanford professor schools pharma on professional marketing.
Pharmaceutical Executive January 1, 2007 Nihal Mehta	Alternative Media: Honey, I Shrunk the Ad Campaign Pharma companies turn to mobile technology to deliver health information and sample coupons direct to consumers' cell phones.
Pharmaceutical Executive November 1, 2006 Jill Wechsler	Washington Report: Waiting for Advice Companies are increasingly turning to the Division of Drug Marketing, Advertising and Communication (DDMAC) for opinions on ad materials. That's a good thing. What's bad is that DDMAC has slowed to a crawl.
Pharmaceutical Executive April 1, 2006 Howard Steinberg	Alternative Media: TV's Targeted Comeback Educational TV programming provides a new channel of information for disease sufferers.
Pharmaceutical Executive August 1, 2008	Harbingers of Change The pharmaceutical industry is changing. Here are eight seminal events that describe how.
The Motley Fool August 22, 2007 Brian Orelli	Regulating the Drug Pushers The FDA might get a little tougher on drug ads, following a report that they may not be watching advertisers claims closely enough, or warning patients about side effects strongly enough.
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.
Pharmaceutical Executive April 1, 2006 Alana Klein	Pharmaceutical Executive's Ad Stars Honoring the most innovative healthcare ads in 2005 - and the people who created them.
Pharmaceutical Executive December 1, 2010 Sandra Stahl	Gentle Collisions in Marketing Healthcare marketing in today's post-recession economy is not about one-size-fits-all vehicles, but rather about bringing your product into consumers' lives in a series of personal, non-invasive ways