Mel Sokotch 
DTC Creative: Out of the Box vs. Tried and True?
When the subject of creative exploratory comes up, the typical direction from client to ...
Make Your DTC TV Campaign Even Better at Driving Website Traffic
According to an Accenture study, fully 87% of TV viewers multitask with a smartphone, ...
Second Thoughts On Patient Segmentation Studies
The enduring appeal that high-priced segmentation research holds for pharmaceutical marketers is difficult to ...
Second Thoughts on Point-of-Care Advertising
A client recently asked me whether the groundswell of claims that POC advertising is ...
