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YouPharma(tm): A Brave New World of Marketing?Posted: January 3, 2007To use a war analogy -- as is often done in industry -- sales and marketing executives tend to send in more troops when they fail to reach their goals with the current force level. We can see that playing out today in real wars and also in the war to market drugs. When your market share is not up to par, send out more DTC ads and more reps -- the drug industry's grunts and jarheads. Yet it is generally agreed that the return on these investments (ROI) is declining. A new approach to the way forward in pharma marketing is needed and is actively being pursued by pharmaceutical marketers and their ad agencies. Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new tools available to it and extricate itself from its moribund situation of declining ROI?
For more on this plus a couple of good ideas for incorporating Web 2.0 in drug ads, see today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Special Supplement ePharma Marketing
The selection of articles in this Special Supplement to Pharma Marketing News was chosen to give you a better perspective on pharma eMarketing. Included are real world case studies that illustrate the advantages of eMarketing such as depth of information, interaction, relationship building and superior customer engagement.
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If you wish to pay by check or credit card off-line, please use: Special Supplement Direct-to-Consumer Advertising Volume Two: DTC in the New Era 
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
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In anticipation pharma's growing interest in these new media, I have developed
the "YouPharma" brand and logo, which is intended to provoke thinking about new
ways the pharmaceutical industry can engage their customers and consumers
through Web 2.0 and other technologies.
