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No Oscar for Centocor PR EffortPosted: February 26, 2007Al Gore's documentary "An Inconvenient Truth" picked up the Oscar last night for best documentary. Like all documentaries, it's a PR piece. But don't expect the film "Innerstate" produced by PR folks at Centocor Inc. to even be nominated for the 80th iteration of the Oscars. For those of you just awakening from your winter hibernation and who haven't been reading the comments in The Pharma Blogosphere lately, Innerstate is a "new kind of documentary" that tells the "heart-wrenching real stories of three people suffering from immune diseases - rheumatoid arthritis, psoriasis and Crohn's disease..." Unfortunately, I -- like many other bloggers commenting on this film -- missed the media screening held in NYC on 21 February 2007. So I guess I'll have to wait for the showing in my area on Saturday morning, 28 April 2007. Unless, of course, I receive a special invitation from Centocor's PR people, which I don't expect will happen after they read the following. I'm not going to be one of those who review this film without having seen it, but there is one critique I can make without the need to see it. Read moe about this and what my critique is in 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 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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