Advertising Extreme

Direct to Consumer (DTC) Advertising in Pharmaceuticals – Current and Future Market Outlook, Regulatory Landscape and Case Studies

This report provides key data, information and analysis of the major issues affecting the stakeholders of the DTC advertising market in the US and Europe. It discusses the major changes that have been observed after the relaxation of rules over DTC advertising by the FDA in 1997. The report also covers the issues specific to the European market as well where branded DTC advertising is banned. The report provides a comprehensive view of some of the best examples of DTC advertising along with the analysis covering reasons for such success. The report also provides a detailed analysis of some of the failed examples along with the key learnings from the same. It also provides an insight into the government regulations in the US and Europe for DTC advertisements and their implications on the marketing strategies of the pharmaceutical companies. The report provides a detailed explanation of some of the major reasons behind recent developments in the pharmaceutical DTC advertising landscape. At the end, the report touches upon some of the major trends that are likely to shape the future landscape for the DTC market in the US and Europe. ( http://www.bharatbook.com/detail.asp?id=126915&rt=Direct-to-Consumer-DTCAdvertising-in-Pharmaceuticals-Current-and-Future-Market-Outlook-Regulatory-Landscape-and-Case-Studies.html )

European Commission Proposal on Allowing Restricted DTC Advertising Brings Hope to the Pharmaceutical Industry

While branded DTC advertising is banned in Europe, over the past few years, bodies including the EC (European Commission), European Council and Council of Ministers have been softening their approach towards the pharmaceutical industry. Although the effort to relax the DTC advertising ban in 2002 for diseases such as AIDS, diabetes and asthma failed under public pressure, the recent proposal by the EC to allow restricted DTC advertising brings a new hope to the industry. In January 2008, the EC proposed to allow pharmaceutical companies to provide “objective” and non-promotional information to patients about their drugs in newspapers and websites. However, the proposal has already received resistance from various consumer advocacy groups across Europe expressing concern regarding the credibility of the pharmaceutical industry to provide clear and unbiased information about the drugs. There is also concern regarding the unclear definition of the term “objective information” which could be misused by the pharmaceutical industry. Thus, although the proposal would take some years to get legislated, it is expected to bring better prospects for the European pharmaceutical industry, if implemented.

Integrated and Personalized Advertising Will Dominate the Future DTCA Landscape with Emergence of New and Better Media Channels to Reach Patients

With the entry of new channels to reach to consumers, pharmaceutical companies have been developing advertising strategies that use a mix of all these channels in order to maximize the benefits of such marketing effort. Particularly, the increasing popularity of internet as an information source for patients has prompted the pharmaceutical companies to provide detailed information about the drug on internet websites and use the traditional media to divert patients to such websites. Such integrated marketing attempts to gain a double advantage through traditional media’s ability to reach the masses and the internet’s ability to provide more organized, detailed and, in some cases, personalized information to the patients. The periodic nature of television and print advertisements constantly reminds the patients about the medicine and helps in increasing patient compliance. Constant patient assistance through the patient support programs of pharmaceutical companies complements the traditional media based marketing efforts.

Pharmaceutical Industry’s DTC (Direct-to-Customer) Advertising Expenditure would continue to Decline in Future

DTC advertising expenditure has decreased by more than 20% in the last two years after reaching its peak in 2006. Economic pressures, over and above, the global financial meltdown have resulted in a tighter budgetary situation for the pharmaceutical industry. These pressures have arisen from rapidly disappearing blockbuster drugs and decreasing R&D productivity. Tightening regulations and stringent requirements of the regulatory agencies in the US and Europe have also made the DTC landscape tough for the pharmaceutical companies. Besides the adverse conditions, the expenditure has also gone down due to increase in efficiencies due to shift towards more cost-

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By: Bharat Book Bureau

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Free Advertising website built with web 2.0 features to assist small business and home business online advertising.

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United Kingdom www.whynotad.com

By: newswire

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Create a video blog

Are you targeting some of your marketing to the “mom blog” crowd? You should be. According to Stephanie Thompson of Advertising Age, “The creation of web blogs that cater specifically to moms has opened up a new avenue for advertisers to reach the demographic, which spends more than $2 trillion per year. There are more than 1,600 mother/family blogs, according to blog aggregator BlogHer.”

Thompson says, “It`s a boom time for blogs and similar websites catering to the shopping, networking and shoulder-crying needs of the big-spending modern mom.” That spells great news for you if you are a business or individual that sells products or services to the blogging mommy crowd. As luck would have it for you, new moms are always eager to learn new shopping tips and tricks and product reviews for baby.

“The blog world is [ripe] to be targeted”, says Liz Gumbinner co-founder of Cool Mom Picks. So much so that she writes a blog that reviews baby items. Gumbinner claims her blog receives 1,200 unique visitors each day.

So in order to reach the mommy crowd, what must you do. There are a variety of outlets to get your product out there, but some people are coming up with more creative ways of doing it. Mommy Track`d founder and CEO Amy Keroes said, “”Our ad offerings are more customized, and more interactive.” She continues, “we had a recent promotion with Netflix that tied a giveaway of a year`s subscription to the service to an article on our site about “Sherrybaby” director Laurie Collyer just as the film was being released on DVD.”

According to Thompson, “Lolita Carrico, founder of the blog Modern Mom, is beginning to offer big numbers. She launched the site, which is aimed at helping moms balance their busy lives, two years ago. Today, she gets 500,000 unique visitors a month, and has more than 100,000 subscribers to her newsletter. In addition [she] plans to develop other Modern Mom media offline, including testing a concept of Modern Mom moms`-night-out clubs, Ms. Carrico has forged a relationship with nail-polish manufacturer Essie to offer a Modern Mom color (that camouflages chips far more easily than today`s hip darker colors).”

So what will your advertising revenue geared towards mom be reaching exactly? Lets go inside the numbers. According to Internet statistics, there are more than 32 million female Internet users with children under the age of 18. As for “blogHer”, there are currently more than 1,662 blogs geared toward new moms, mothers or families in general. Blogads is reporting that the average annual income of the “mommy-reader” is about $70,000. They are also showing the average age of the “mommy-reader” is 29 and that they read about 5 blogs per day.

If you provide a product or service that is geared toward the “mommy” crowd, then you need to get in front of the “mommy” reading blog crowd. With a little creative genius, and ingenuity, your product or service can be in front of thousands of eyes, ready to buy.

By: Bruce A. Tucker

By: Michael C. Podlesny

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Caffeinated Content

PPC auto repair advertising has become one of the most costly ways to get the word out online. The reason for this is because almost every shop with a website is bidding on the same keywords. Do you really see yourself spending up to $5.50 each time somebody clicks to your page? Most of the facility owners are hard pressed to find an edge in the massively over-saturated online market.

But as luck would have it, there is a way to win… local focus.

Google adwords has a nice little function where a shop owner is able to focus the keywords into a small geographic region. You can specify what states, cities, and metro areas you want to hit. You can also increase/decrease your budget and set parameters around how fast or how slow you want to spend cash.

But the main focus to always keep in mind is that you’re not always better off spending money on the major traffic keywords. Another very important point is to not look like every other ad out there. Do a search, analyze the competition, and then do something more creative.

Think about what the customer sees when he hits your site. Does it look like your phonebook ad? If so, you may wish to make some changes. Since you’re spending all this money anyway, you may want to construct a website that sets you apart from the competition. Offer useful information and a ‘user friendly’ reason for consumers to stick around and do business with you.

Always remember: If you become an information resource for your customers, you will blow the doors off the competition.

By: Drew Turnbaugh

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Create a video blog…instantly.

Some health care providers prefer the insulin pump because its slow release of insulin mimics how a normally working pancreas would release insulin. Studies vary on whether the pump provides better blood glucose control than multiple daily injections. Another advantage of the insulin pump is that it frees you from having to measure insulin into a syringe.

An insulin pump is a medical device continuously delivering insulin under the skin through a catheter. It’s usually connects somewhere in the waist area. There’s a new generation of insulin pumps, called a patch pump. Currently patch pumps are only available from OmniPod. Patch pumps adhere directly to the skin with no catheter tubing showing. It then infuses insulin directly under the skin.

Either pump delivers insulin at an hourly rate. For instance, the rate might be 1.1 units an hour. However, the pump delivers different rates at different times of day depending on the patient’s insulin infusion (or basal) rates that are programmed into the pump.

The amount of insulin delivered depends on two things. First by the amount of carbohydrate a patient eats using an insulin to carbohydrate ratio, and then by the correction factor, or the ratio of the number of milligrams per deciliter (mg/dl) a patient’s blood sugar will be lowered by one insulin unit.

If a patient eats 60 grams carbohydrate at meals and has an insulin-carbohydrate ratio of one insulin unit to 15 grams carbohydrate, the patient’s insulin injection at that meal would 4 units.

However, if a patient has a correction factor of one unit to 50 points of blood sugar, the pump should give an additional injection of 2.5 units to lower his blood sugar from 245 mg/dl to a needed level of 120 mg/dl.

To use an insulin pump a patient must be able to manage it. This involves knowledge at several levels. First, patients must understand how to insert the catheter when using the pump, or how to attach the newer patch pump to their abdomen. They must also be able to push the right buttons on the pump to deliver proper insulin doses and adjust the basal rates.

Then the patient needs to be skilled in carbohydrate counting so they are able to deliver correct insulin doses at mealtimes. And they should be willing to check their blood glucose levels at least four to six times a day. This assures that they detect a pump failure and prevent hyperglycemia and diabetic ketoacidosis (DKA, in type 1 patients).

Patient attention is important because no long-acting insulin is used in type 1 patients who use pumps and they need to correct high- or low-blood sugars before they are clinically observable and symptomatic.

Insulin pump therapy is almost never needed to maintain life because insulin can be easily injected under the skin. Most insurers will cover insulin pump therapy in situations where insulin pump therapy will significantly improve the level of diabetes care and control over and above multidose insulin (MDI) therapy. This includes cases where:

The glucose control in multidose insulin therapy is not optimal with glycated hemoglobin (Hba1c>) than the ADA (American Diabetes Association) recommended goal of 7%. An endocrinologist, who will be able to help the patient learn how to use and the pump and adjust basal and correction doses, prescribes the pump.

The patient has type 1 diabetes. However, in many situations patients with type 2 diabetes will benefit from the pump as well. Presence of hypoglycemia despite adjustments in insulin doses and utilizing carbohydrate counting to help decide pre-meal insulin doses in patients who are using MDI therapy.

Presence of hyperglycemia-especially as revealed by high morning readings (Dawn phenomenon) where increasing basal rates of insulin in the early morning hours would help to better control blood sugar levels.

Insurers require medical charts from the prescribing doctor as well as blood sugar logs from the patient to prove that there is real medical necessity.

By: Scott Michaels

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