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GSK's Race-based Herpes Awareness CampaignPosted: July 27, 2007Both the Department of Health and Human Services and the American College of Obstetricians and Gynecologists reject routine screening for genital herpes. A federal survey in the early 1990s found that 21 percent of American adults had the infection and a follow-up survey this decade found that the national prevalence had fallen to 17 percent, according to a recent article in the Washington Post. So why is GlaxoSmithKline, maker and marketer of Valtrex, an expensive brand name drug for the treatment of herpes symptoms (not a cure), running a campaign that includes an advertisement in publications and on radio stations with largely black audiences in cities including Baltimore, Detroit and Atlanta? And why is there a division among healthcare experts about the campaign? Has it something to do with race? To learn more and hear from an expert in this type of campaign, read 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.
Order both Volume One and Volume Two and SAVE! (Click Here) Order and pay for Volume Two now using your credit card. ONLY $29.95
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