HOT TOPICS
	ONLINE ADVICE Forget the doctor is in. The doctor is now online. Overall 39% of physicians currently email, secure message, or instant message their patients, according to Manhattan Research’s latest report
	TOP 10 HOSPITALS When it comes to selling to hospitals, it may be helpful to know that Texas, California, New York, and Florida top the ranks of states with the most hospitals.
	DTC TRENDS The 2009 figures on DTC spending for pharma brands include increases over 2008 for 12 of the top 15 brands, according to Nielsen Monitor-Plus Ad*Views.
	FDA UPDATE Xiaflex approved for the treatment of a progressive hand disease known as Dupuytren’s contracture.; Oleptro Extended Release Tablets, a novel once-daily formulation of the antidepressant trazodone, approved for the treatment of major depressive disorder in adults.; FDA broadens Crestor approved use to include patients who are at increased risk of heart disease but do not have a diagnosis of the disease.


FEATURES
	COVER STORY: The Oncology Triad By Kevin Patterson and Carlton Sedberry, Sr., Medical Marketing EconomicsThe steady stream of new agents and new uses for established medicines gives oncologists more therapeutic options than ever before, but their decisions are also influenced by major shifts in reimbursement and regulatory uncertainty.
	Seeing Consumer Promotion Opportunities in High Definition By John Moran and Tim Hughes, IMS Americas Innovation Lab Successful promotional spending can depend on factors that vary significantly by geography. Integrating a much wider range of local prescriber, patient, and payer data provides new, actionable findings.
	Bridging the Chasm Between Awareness and Action By Mike Rutstein, Strikeforce Communications Effective DTC marketing requires something more than awareness. With pharma brands, we are often asking our target audience to face their morbidity.
	Update on Association Medical Journals Membership has its privileges. Chief among them for many physicians and specialists are the medical societies’ peer-reviewed periodicals.
eMarketing Special
	THINK TANK: Building ROI in a Changing Market We asked 11 industry experts to share their techniques for boosting eMarketing impact. They shared their best advice about the hottest channels, the best mix, and the next big thing.
	TRENDSETTERS: Up Close with Ronnie McNeill of Cymfony By Jon Brulloths PM360 discusses market influence and social media with Cymfony’s Senior Business Analyst.
	Tapping into Mobile’s Power and Reach By Jeff Michaud Just as the Internet transformed the way business distributes information and the way the public consumes it, so the widespread adoption of mobile device technology and text messaging is revolutionizing marketing.

IN THIS ISSUE

Publisher’s Letter eMarketing Special
Guest Commentary Your Customer Is Not a Bar Chart Al Topin
Common Sense Building a Remarkable Brand Is a Never-Ending Process Bud Bilanich
Industry Briefs Cegedim Dendrite’s Nucleus, IMS service suite, and more
Medical Device Marketing Maximizing Your Tradeshow Presence Steve Coldiron
Total Patient Experience — New Column! Making Non-Personal Promotion Relevant Steve LoSardo and Brad Fruchtl
Market Drill-Down If You Can’t See the Forest, Try Looking at the Trees Paula Fullman
DTC 360 Providing Personally Relevant Information Richard Meyer
Optimizing Brand Performance Forecasting a New Oncology Product David Robinson
Healthcare Highlights FDA Update, Top 10 Hospitals, and more
Life Style Blast from the Past, Google Buzz, and more
Compliance Center Keeping Your Customer Targeting Safe Richard S. Lev, JD
Cutting Edge The vanguard of electronic wizardry: Apple's iPad, Notion Ink's Adam, The Boxee Box, and more
Movers & Shakers Career changes in the industry
Calendar A quick reference list of upcoming industry events
Destinations Spring Is Abloom! Flower shows across the country

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