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Americans Skeptical Of Pharma Cause MarketingPosted: April 23, 2007As Congress considers banning direct-to-consumer (DTC) advertising or at least giving the FDA the power to place a 2- or 3-year moratorium on DTC for new drugs, the industry is gravitating towards more unbranded disease awareness marketing (aka "cause marketing") programs. Pharma disease awareness campaigns can take many forms, one of which is giving "buckets of cash" (aka "educational grants") to patient advocacy groups such as the American Heart Association and other, lesser-known, patient groups. Pharma is also known to create such groups de novo (see "Restless Pharma Marketing"). Disease awareness can also cross the line to "Disease Mongering," in which new medical conditions are created or the incidence of the condition is exaggerated (see "Disease Awareness or Disease Mongering?"). Is it any wonder, therefore, that new a survey by Envision Solutions (see press release here) suggests that many Americans are deeply skeptical of pharmaceutical companies' motives for supporting non-profit patient advocacy groups? Is negative press to blame or something else? What should be done before the government steps in with new regulations? For the answers to these questions, see today's post to Pharma Marketing Blog. Listen to this podcast: Pharma Cause Marketing A discussion with Fard Johnmar of Envision Solutions focused on his company's recent survey about American opinion of pharma-non-profit cause alliances and the implication for the future of pharma cause marketing....More info here...
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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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