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Do Pharma Marketers Need a Thick Skin or Will a Thick Skull Suffice?Posted: September 10, 2007Every Friday, I look forward to receiving "DTC In Perspective," Bob Ehrlich's weekly opinion piece. Last Friday, Bob gave his "guidelines" for reviewing DTC (direct-to-consumer) marketing tactics and ads in an article called "DTC Critics." He suggested that because there will be many critics out there, including some who call for the firing of specific marketers, that "It takes a thicker skin to be a good marketer." I respond to some of Bob' points, especially regarding DTC marketing ROI and whether or not DTC critics should include ROI estimates in their analysis. Personally, I feel that some DTC marketers heads get too big in response to all the talk about how "creative" they are. This just might lead to skull thickening, which is known to squeeze your brains and not allow any NEW ideas in! I can understand developing a thick skin, but I have no patience with thick skulls. 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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Special Supplement Direct-to-Consumer Advertising Volume One 
The collection of articles and commentary in this first Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.
Order both Volume One and Volume Two and SAVE! (Click Here) Order and pay for Volume One now using your credit card ONLY $29.95
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