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Acomplia Not for the Gun Totting Bikini CrowdPosted: March 29, 2007Sanofi's new anti-obesity pill is having problems gaining approval in the U.S. and is facing opposition in Germany and France, which have put limits on paying for the drug over there. Part of the problem was Sanofi's confusion about positioning the product in the first place. Is it an anti-obesity, anti-smoking, aniti-diabetes, or anti-cholesterol agent? When you try to be everything, you just leave the door wide open for critcism on all fronts, instead of just one front. Focus, focus, focus... For more on this, 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 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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