HOT TOPICS
BREAKTHROUGH IN IMMUNOTHERAPY
Scientists have begun experimenting with fighting the cancer by boosting the body’s immune system.
DO BOYS NEED AN HPV VACCINE?
An estimated 19 million sexually transmitted infections occur each year, according to the Centers for Disease Control and Prevention.
ALZHEIMER’S GENE DISCOVERY
Scientists have discovered a gene variation linked to Alzheimer’s disease, the sixth-leading cause of death in the United States.
FEATURES
Strategies to Overcome the Misconceptions of Brand Marketing
By E.M (Mick) Kolassa
Having trouble with that brand message? Pharma marketing has always been a difficult job, so perhaps it’s time to look at what pharmaceuticals are and what marketer’s shouldn’t be doing.
The Continuing Evolution of the Web and Pharma
By R.J. Lewis
We can’t move forward if we don’t know where we’ve been (and where we are). Pharma must understand how the Internet has worked and is working for them if it wants to develop strategies for the future.
Anticipating Your Competitors’ Next Moves with Competitive Simulation Workshops
By Scott Lauder, PhD, and Michael Tucker, PhD
The strategies of the pharma marketplace are always changing, so you must adapt accordingly. Analyze the field like a five-star general and develop strategies to win.
Tomorrow’s DTC: Going Beyond Awareness
By Jay Bolling
The direct-to-consumer awareness model hasn’t been updated in over a decade, and no one likes to use anything that antiquated. It’s time to refine our strategies to better engage the consumer.
CASE STUDY: The Secret Lives of Pharma Icons
By Stephen Neale
Much like how people will identify a human by his or her frisky pet, consumers also will remember a brand by its adorable mascot. Here, five AbelsonTaylor-created brand icons are analyzed to understand their success.
IN THIS ISSUE
GUEST COMMENTARY By Ken Begasse, Sr.
OPTIMIZING BRAND PERFORMANCE
INDUSTRY BRIEFS
E-SOURCE
END-OF-LIFECYCLE STRATEGIES
DTC360
HEALTHCARE HIGHLIGHTS
LIFESTYLE
DC WIRE
COMMON SENSE
FDA UPDATE
DESTINATIONS
MOVERS&SHAKERS
CALENDAR