BRANDING OUTSIDE THE BOX

HOT TOPICS
TV or Not TV
Advair had the biggest DTC budget in 2008, but it didn’t produce the most requests from patients for the drug. In discussions with their doctors, patients most often brought up side effect concerns about pneumonia, which they learned about from fair balance statements on TV.
The Right Dose
Every year medication errors in the U.S. result in an estimated 400,000 drug-related injuries and at least $3.5 billion in additional medical costs, according to the Institute of Medicine.
Fighting Addiction
More than 280 million people in North America, Japan, and Europe have an addiction or dependency on alcohol, tobacco, illicit narcotics, gambling, or prescription drugs for nonmedical use.
Gender Gap
While women have made strides closing the wage gap, they’re also closing in on the male lead in a less enviable arena.
FEATURES
COVER STORY: PM360 Pharma Choice Awards
We tallied more than 3,000 votes for this year’s best healthcare ads. Find out which agencies and creative teams produced the most showstopping advertisements to win our Gold, Silver, and Bronze Awards, along with the Awards of Distinction and Honorable Mention winners, featured in this special section.
Addressing All Stakeholders
By Donald M. Stark, MEd
In the fluid environment of healthcare communications, speakers bureaus continue to evolve to incorporate the latest technology, up-to-the-minute compliance requirements, and the changing needs of pharma management and field forces.
Increasing Treatment Options
By Safia Abouelleil and Albert Wertheimer, PhD, MBA
Global government policies help shepherd orphan drugs through special regulatory channels to contain costs and expedite treatment for sufferers of rare diseases.
INTERVIEW: Up Close
By Jon Brulloths
PM360 talked to Laura Ries, president of Ries & Ries and best-selling author, on counterintuitive brand strategy.

IN THIS ISSUE
Publisher’s Letter We Feature Your Favorites!
Guest Commentary Future First David M Paragamian
Common Sense The Phenomenal Product Manager Bud Bilanich
DTC 360 Social Media Conversations Richard Meyer
E-Source Is Email Marketing Still Relevant? Robert Egert
Healthcare Highlights Top DTC spenders, medication errors, and more
Industry Briefs inVentiv Health at the CLIOs, PDI and Physicians Interactive ally, and more
Market Drill-Down Targeting by Rx Volume: Room for Improvement Paula Fullman
DC Wire New USPSTF Guidelines Robert Goldberg, PhD
Train Wrecks What Went Wrong? Tom Luginbill
Life Style Blast from the Past, Talent Magnet, and more
The Scene The Healing Place
Cutting Edge Gadgets and gear for today’s on-the-go professional
Movers & Shakers Career changes in the industry
Calendar A quick reference list of upcoming industry events
Destinations A Trio of Holiday Traditions
PhotoFinish Fall Reflections

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