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PhRMA Sent SiCKO Spy to CannesPosted: June 8, 2007According to a recent report in Bussinessweek magazine, "The pharmaceutical industry received reports from Cannes, according to Ken Johnson, senior vice-president of the Pharmaceutical Research & Manufacturers of America (PhRMA), who says a friend called him from France after seeing the flick." Was this spy sent on PhRMA's dime? What favor was owed PhRMA by whom? Couldn't PhRMA just have asked Moore's people for a private screening NYC like I did and save themselves the trouble (and expense) of going all the way to Cnnes? Or was the primary goal a nice all-PhRMA paid junket to Cannes? Inquiring minds want to know. 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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