With mass-media direct-to-consumer pharmaceutical advertising under stress and getting creaky in the knees, it’s easy to forget that the current generation of DTC is just a teenager. QualityHealth, a champion of performance-based marketing, brought a hundred pharma, biotech, and device marketers together to explore ways of rejuvenating the DTC channel. The day-long session was all about measurement, focusing on the online consumer channel with side trips into the world of the prescriber. The four-part message was: reach prospects on a large scale, drive message recipients to action, measure ROI, and pay only for performance.
Speakers included David Snow, VP Marketing, AstraZeneca; Steve Gerard, Founder, TGaS Advisors; Paul Ewing, Pfizer; Bronwyn Syiek, QuinStreet; Kelly Sborlini, SDI; Shawn Ferry, Cephalon; Peter Mehr, Merkle; Peter Frishauf, Crossix and a discussion panel that included marketers from Bristol-Myers Squibb and Takeda. This faculty addressed topics that embraced the importance of optimizing marketing effectiveness, evolving pharma promotional models— including new avenues for reaching consumers, case-studies of performance-based programs from pharma and consumer industries, and an assessment of overall DTC trends.
Pharma Insights Luncheon New York, NY, Oct. 13
A small group of journalists and marketers met over lunch at Manhattan’s legendary Le Bernardin for the debut of Cegedim’s 2011 Pharma Insights survey—and a behind-the-scenes glimpse of the thinking that goes into figuring out the future course of a complex industry under complicated stresses. The discussion, sponsored by Cegedim Relationship Management, included industry innovation and transformation, customer relationship management mobility and analytics (of course), compliance issues (local, national, and global—conducted by PM360 columnist Bill Buzzeo),evolving marketing responses, and emerging markets.
Sponsor participants included Angela Miccoli, President North America; Laurent Schockmel, Chief Strategy Officer & President Latin America; Chris Czekaj, Vice President Sales & Marketing for North America; Paul Kandle, VP and General Manager, Marketing Solutions; Bill Buzzeo, Vice President, Global Compliance Solutions; and Emiliano Gummati, Vice President Customer Management for North America.
The Scene highlights significant events in the pharma marketing industry. Companies interested in having event photos published in PM360 should contact editorial@PM360online.com for more details.