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Lincoln Shot Dead! Beaver Sought for QuestioningPosted: January 9, 2007It is with great sadness that I reprint the following story from DTC Perplexities Magazine: Yesterday at about 9:30 A.M., while recording a Rozerem TV drug ad, former president Lincoln, was shot by the John Wilkes Beaver, the ad's co-star, who suddenly dropped the jump rope used in the filming of the commercial and approached the President from behind. This story is a fictional account of future events. Only the names are real. The story is inspired by recent Rozerem marketing revelations reported in Brandweek. The numbers tell the real story. The Rozerem ad campaign ROI is in negative territory (eek!), just as I predicted back in October, 2006. I hate to tell you "I told your so!", but I did. For more on the fictional assassination story, some Black humor, and the real live -- read 'em and weep -- Rozerem numbers, see today's post to Pharma Marketing Blog. NOTE: Comments on this posting are accepted via the blog or you can participate in the thread I started over at the PMN Forums site. You need to register at the Forums if you want to contribute to this thread. 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 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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