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P E R S P E C T I V E S
Vol. 10, No. 2
June/July 2011
In This Issue
A Look at the 2011
Top 25 DTC Marketers
of the Year
Governor
Tommy Thompson
Former Secretary of HHS
under President Bush
Paul Ewing
Senior Director/Group Leader,
Patient Marketing, US Primary
Care Patient & Physician
Marketing, Pfizer
Preparing for the future and leveraging new
opportunities were among the key topics at the
2011 DTC National Conference
Advertising Award
Winners Revealed at
DTC National
2012: DTC’s
Opportunity To Reboot
Relationships
Setting Brand
Expectations for Patient
Adherence Programs
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Target your
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Interactive mobile
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www.accenthealthmedia.com
www.accenthealthmedia.com
P E R S P E C T I V E S
June/July 2011 Vol. 10, No. 2
Editor’s Desk.................................................................................................................4
DTC in Brief...............................................................................................................6, 8
Spending Review.......................................................................................................10
Adherence Programs: Brand Expectations for Retention Programs................12
Today’s ePharma
Consumers
A series from Crossix RxMarketMetrics
A Report from the 2011 DTC National Conference............................................16
By Jennifer Haug of DTC Perspectives
2012: DTC’s Opportunity to Reboot Consumer Relationships.........................20
By Jeremy Shane, president and chief operating officer of HealthCentral
25
Understanding Today’s ePharma Consumers.......................................................25
By Maureen Malloy, senior healthcare analyst at Manhattan Research
DTC NATIONAL ADVERTISING AWARDS
A review of the winning brands, campaigns and marketing teams..............28
Digital POC
Conversations
Coverage from the cocktail party and awards ceremony
Digital Speak Translates into a Point-of-Care Conversation..............................38
By Dan Stone, chief executive officer of AccentHealth
Medication Adherence: Leveraging the Proven Benefits of
Behavioral Coaching..................................................................................................44
By Derek Rago, vice president, adherence marketing & strategy at McKesson
Patient Relationship Solutions
THE TOP 25 DTC MARKETERS OF THE YEAR
Profiles of this year’s Top Marketers..................................................................48
A look at the private celebratory luncheon
38
Contributors’ Page....................................................................................................72
A closer look at the contributors to this issue of DTC Perspectives
Advertiser Index and Resource Center..................................................................72
Medication
Adherence
Eye on the Hill: An End to the Privacy Policy Storm – Maybe...........................74
Jim Davidson reports on what to expect in the coming year from Washington
DTC Perspectives Editorial: The Truth: Can We Handle It?...............................76
Perspectives on Books: Tabloid Medicine.............................................................78
Reviewed by Robert Ehrlich of DTC Perspectives, Inc.
Miss an issue, or want to order one from our archives?
Please visit our website www.dtcperspectives.com to view recent
issues of DTC Perspectives magazine, or call Debra Sander at
(973) 377-2106 to purchase previous issues.
44
DTC Perspectives • June/July 2011 |
3
E
Looking to the Future
ach summer marks the beginning of a new planning season for the pharmaceutical industry. But in order to take DTC communications to the
next level, one should look to the past for lessons. For example, the core
demands by consumers remain the same: they want to find value in and build
trust with a brand. However, now, consumers also expect to interact more with
brands.
As Tara Parker-Pope, consumer health columnist with The New York Times
explained to DTC National attendees, people interested in or researching health
and wellness information are “eager to engage.” When the Symbicort team was
conducting market research for their My Measures of Success customer relationship marketing program, they found that consumers were most interested in
being more involved with a brand, whether it be in the form of help solving
problems or being solicited for their feedback; consumers look for brands to be
more responsive and appreciative. (For more coverage from the DTC National,
see story starting on page 16.)
The pharmaceutical industry is now in a position where consumers are more
interested in having a company or brand participate in the discussion. While
consumer trust levels regarding pharma have not changed, it does signal a shift
as consumers accept pharma’s ability to provide accurate information or correct
misconceptions. Marketers have the potential to change consumers’ perceptions.
The industry can “redefine its relationship with patients and caregivers, to move
away from primarily brand-specific communications, towards messages that puts
them on the side of patients, helping them choose products that are best for their
situation,” explained Jeremy Shane, HealthCentral’s president and chief operating
officer (see his article beginning on page 20).
With DTC repeatedly coming under fire, it is more critical than ever to
highlight the importance of marketing communications. Valuable and impactful
messaging resonates with consumers, creating potential to increase both brand
awareness and treatment adherence. In turn, that demonstrates its importance to
regulators, especially when restrictions to DTC advertising are on the table. Marketers must take the lessons of the past to leverage improvements for the future.
P E R S P E C T I V E S
Robert Ehrlich
Chairman and CEO
DTC Perspectives, Inc.
Christine Franklin
VP, Marketing and Sales
Jennifer Haug
Editor / Design Coordinator
Stacey Hagenbush
Manager of Sales
Matt Yavorski
Sales Associate
Debra Sander
Office Coordinator
Scott Ehrlich
President
MDPA Division
Amanda Ehrlich
Director, Publishing
MDPA Division
Debra Rennert
Creative Director
James Ticchio
Art Director
Direct Media Advertising
Present and Future Best Practices
To help marketers best understand and utilize new opportunities for engaging
with consumers, DTC Perspectives is organizing best-in-class speakers to discuss
the latest innovations and marketing and media trends in digital and social media
channels at our 2011 fall conference, “Marketing to the Digital Consumer: Pharma Best Practices Present and Future.” In addition, we will also host our annual
Hall of Fame induction ceremony, which recognizes top individuals who have
made significant advances in DTC advertising. We hope to see you there!
Sincerely,
Jennifer Haug
4 | DTC Perspectives • June/July 2011
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e
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I N
B R I E F
Pharma Required to Enable Comments
On Facebook Pages Due to New Policies
Facebook recently notified pharmaceutical marketers that they will no longer be able to disable, or whitelist, comments or
other functionalities on non-branded Facebook pages. In a letter posted on Intouch Solutions’ website, Facebook explained that
such changes were made to “support consistency for the Facebook Pages product and encourage an authentic dialogue between
people and businesses on Facebook.”
New pages must follow this new policy immediately, while existing pages have until August 15th to oblige. However, pages
“dedicated solely” to a branded Rx may still seek approval from Facebook to remove the commenting functionality. Pharma
marketers will still retain control over the content of the page, such as adding photos and videos themselves but preventing users
from being able to do so.
CBO Brief Plots Various Scenarios
In the Event of DTC Moratorium
Marketing Expenditures for Rx Drugs
While only a small share of drugs would be impacted by a DTC
moratorium (newly-approved brand-name drugs accounted for less
than two percent in 2008), the Congressional Budget Office (CBO)
found that both positive and negative scenarios could occur due to
the number of possible changes. Due to today’s newly-approved
brand-name drugs not having a broad potential market, DTC’s
share of promotional spending for these products has dropped, concluded the brief, “Potential Effects of a Ban on Direct-to-Consumer
Advertising of New Prescription Drugs.”
The CBO predicts a moratorium would cause at least some of
the spending allocated to DTC to be redistributed to physician marketing. If the ban were on product-specific marketing only, disease
Note: All $ expressed in billions.
education might see an increase in spending as well. However, the
Source: Congressional Budget Office based on data from SDI’s
report explained that disease education would “likely work best for
promotional audits
drugs without close competitors, because they have no clear substitutes that could benefit from any increase in demand from the
advertisement.”
If both branded and disease education promotions were banned, public health could also be impacted either way. The brief
noted that “a moratorium on consumer advertising would provide more time for possible safety problems with some drugs to
be uncovered and to become widely known.” Conversely, it “could [also] postpone the realization of a drug’s true risks.”
Statin Adherence Reduces Hospitalizations, Costs
Patients who properly adhere to their cholesterol-lowering treatment experienced fewer hospitalizations and lower health
care costs than their non-adherent counterparts, according to a June Medco Research Institute study. Published in the June 1 issue of the American Journal of Cardiology, the study found that the adherent group did
have higher drug costs than the non-adherent group, but they “were offset by lower medical costs leading
to lower total healthcare costs.”
By examining anonymized data from more than 381,000 patients aged 18 to 61 years old taking
a statin, the study found that nearly one-third of patients were not fully adherent, 15 percent were
poorly adherent and another 17 percent only moderately adherent. Of the patients who took
their medications 90 percent or more of the time, they saved $944 in healthcare costs over
the course of the 18-month study period (Jan. 2007 – June 2009). Such a success rate has
the potential to “save billions of healthcare dollars annually,” noted Medco’s news release.
6 | DTC Perspectives • June/July 2011
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I N
B R I E F
Kaiser Family Foundation
Report Finds Americans Still
Divided on Health Reform
Views on Health Reform Differ Among Party Lines
Total
19%
23%
15%
29%
Respondents to a Kaiser Family Foundation poll
6% 9%
37%
35%
Democrats
were nearly equally split regarding their views of
the health reform law – 44 percent felt unfavorable,
while 42 percent were favorable. However, the May
29%
20%
12%
23%
Independents
2011 Health Tracking Poll of more than 1,200 adults
reported greater divides among political parties, as
53%
21%
7% 10%
Republicans
Democrats were more likely than Republicans or
Independents to favor the law (see related chart).
Very favorable
Somewhat favorable
Somewhat unfavorable
Very unfavorable
Correspondingly, the majority of Democrats
would like to either expand (45 percent) or keep the
Q: Given what you know about the health reform law, do you
law as-is (34 percent); but Republicans would largely
have a generally favorable or unfavorable opinion of it?
prefer to repeal and replace it with a RepublicanNote: Don’t know/Refused answers not shown.
sponsored alternative (47 percent) or even repeal and
Source: Kaiser Family Foundation, Health Tracking Poll, May 2011
not replace it (28 percent); while Independents are
rather divided, with 34 percent wanting to expand
the law, but 25 percent preferring the law be repealed and not replaced.
When asked whether the country as a whole would be “better” or “worse” off under health reform, respondents again gave
nearly identical results, answering 37 and 38 percent, respectively. With 14 percent of respondents saying they or their family
personally benefited from the reform, the top reason was due to “access to health care” (42 percent). Of those who say they or
their family were harmed (18 percent) by the reform, the number one negative effect was “cost” (55 percent).
IMS Health: Overall DTC Declines, But Top 25 Brands Buck the Trend
Total pharmaceutical promotional spending (consumer and physician) has decreased since peaking at $27 billion in 2007,
found IMS Health data. While DTC promotion has remained stable, it does follow a comparable decreasing pattern, explained
Ramesh Krishnan, senior principal and SME global analytics of IMS Health. (See related chart.) After peaking at $4.91 billion
in 2007, DTC spending declined each year, falling 4.8
Promotion
spending has
been falling since
2007, while
the DTC percent from 2009 to 2010* to remain at approximately
Total Pharma
Promotional
Spending
Drops
spending proportion is stable at around 17%.
$4.15 billion.
Since 2007
Majority of spending went to television followed by
Pharmaceutical Promotional Spending
print; 49 brands spent a collective $2.5 billion on televi40%
$27B
$27B
sion promotions, and 85 brands spent $1.6 billion total
$26B
$27B
$26B
on print ads. During his co-presentation with colleague
30%
$26B
Dr. Yilian Yuan, vice president of advanced analytics,
$26B
$25B
20%
$25B
Krishnan informed DTC National attendees that sev$25B
eral factors caused such a decline, including the economy,
10%
$24B
$25B
competition and generic erosion.
$24B
0%
In contrast, DTC spending by the top 25 advertisers
$24B
increased
approximately 4.5 percent. Remaining strong,
-10%
$23B
those 25 brands accounted for 69 percent of consumer
2005
2006
2007
2008
2009
2010*
spending, or $2.9 billion, in 2010.* Similar to overall
Promotion
% of DTC
Promotion Growth
DTC advertising, the top 25 brands also focused heavily
2010*:Oct.2009-Sep.2010
*2010: Oct. 2009 – Sept. 2010
on television and print; 23 brands spent $1.9 million on
Source:
IMS Health
Source:
IMS Health
television and 25 brands spent $989.4 million on print.
•
1
8 | DTC Perspectives • June/July 2011
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R E V I E W
Lipitor, Cymbalta Among Top Spenders for 2010
7 of Top 20 Promoting Brands Manufactured by Pfizer
Brand
Manufacturer
2009
2010
$ Change
% Change
Lipitor
Pfizer
$238,062,312
$250,331,453
$12,269,141
5.15%
Cymbalta
Lilly USA
$130,101,133
$190,943,859
$60,842,726
46.77%
Cialis
Lilly USA
$148,542,891
$178,886,984
$30,344,093
20.43%
Abilify
Bristol-Myers / Otsuka America
$171,834,656
$131,462,953
-$40,371,703
-23.49%
Plavix
Sanofi-Aventis / Bristol-Myers
$151,004,062
$127,814,227
-$23,189,835
-15.36%
Pristiq
Pfizer
$104,825,953
$122,749,023
$17,923,070
17.10%
Advair Diskus 250/50
GlaxoSmithKline
$50,851,887
$105,873,750
$55,021,863
108.20%
Viagra
Pfizer
$127,368,289
$103,787,648
-$23,580,641
-18.51%
Chantix
Pfizer
$93,775,352
$100,222,633
$6,447,281
6.88%
Lyrica
Pfizer
$136,885,688
$99,228,195
-$37,657,493
-27.51%
Crestor
AstraZeneca
$126,410,625
$96,262,484
-$30,148,141
-23.85%
Toviaz
Pfizer
Advair Diskus
GlaxoSmithKline
Boniva
Roche / Genentech
Symbicort (Asthma)
AstraZeneca
$53,359,824
$94,375,188
$41,015,364
76.87%
$128,562,547
$87,047,164
-$41,515,383
-32.29%
$76,662,844
$84,145,641
$7,482,797
9.76%
$100,503,820
$82,908,031
-$17,595,789
-17.51%
Lovaza
GlaxoSmithKline
$5,685,229
$75,162,180
$69,476,951
1222.06%
Spiriva
Pfizer / Boehringer Ingelheim
$74,696,938
$68,250,055
-$6,446,883
-8.63%
Symbicort (COPD)
AstraZeneca
$31,187,254
$63,336,887
$32,149,633
103.09%
Simponi
Centocor Ortho Biotech Inc.
$5,119,745
$61,777,945
$56,658,200
1106.66%
Seroquel XR
AstraZeneca
$33,692,836
$60,157,219
$26,464,383
78.55%
Total Spending for Top 20 Brands
$1,989,133,885
$2,184,723,519
$195,589,634
9.83%
Total Pharma Spending
$4,340,651,028
$3,974,458,766
-$366,192,262
-8.44%
Overall DTC Spending Decreases 8.4% in 2010
TV Loses Market Share, While Print Channels Gain
1%
0%
6%
Media Type
63% Television
30% Magazine
6% Newspaper
30%
63%
1% Radio
0% Outdoor
Total Pharma
Spending
Note: Excludes
Internet Advertising
2009
2010
$ Change
% Change
$2,937,006,037
$2,481,264,978
-$455,741,059
-15.52%
$1,187,051,102
$1,201,682,058
$14,630,956
1.23%
$162,633,011
$236,489,959
$73,856,948
45.41%
$46,398,995
$51,253,013
$4,854,018
10.46%
$7,561,883
$3,768,758
-$3,793,125
-50.16%
$4,340,651,028
$3,974,458,766
-$366,192,262
-8.44%
Source:The Nielsen Company for DTC Perspectives
Nielsen Monitor-Plus is the leader in innovative advertising information services and tracks advertising activity across 18 media types.
For more information, send an e-mail to Marisa Grimes at [email protected].
10 | DTC Perspectives • June/July 2011
His healthcare decisions are influenced by
much more than a visit to his physician.
While physician advice and
prescribing greatly influence
patients, it’s not just physicians
that impact patient behavior.
Patients’ treatment decisions
are also influenced by
information they learn from
other sources, including
patient education programs
and advertising.
By utilizing the most
comprehensive view of patient
behavior and characteristics –
both healthcare- and
consumer-related – SDI can
identify the best venues for
reaching patients and crafting
the most relevant messages.
SDI leads the industry in
providing empirical,
patient-level data to inform
and improve advertising
strategies. We provide insight
on patients’:
•
•
•
•
Media preferences
Advertisement exposure
Behavior post-exposure
Attributes and demographics
To learn more, please call
Melissa Leonhauser at
1-800-982-5613 or
visit:www.sdihealth.com/influence
Crossix RxMarketMetrics Series
Adherence Programs
Brand Expectations for Retention Programs
Pharma marketers can best understand the adherence benefit of retention programs through the patient profile
enrolled in the program and the incremental Rx filled per patient. Using meaningful market norms derived
from actual Rx-based analyses, brand managers can realistically forecast program performance and effectively
allocate spending to generate a positive ROI.
C
o-pay cards, glossy information packets, patient support programs and a host of other tactics have become
a mainstay of pharmaceutical marketing as brands fight
to not just convert new patients, but also keep their existing
patients from converting to branded competitors and generic
alternatives, or from stopping treatment altogether. These programs are often undertaken at great expense while actionable
measures of ROI have remained elusive.
Adherence requires a degree of compliance with physician
instructions as well as persistence in continuing therapy over
time. The equation grows in complexity when patient profile
is introduced. For example, patients who have been adherent
for the past year will likely continue to be adherent, regardless
of whether or not they decide to enroll in a retention program
today. On the other
hand, the retention
Figure 1: Percentage of
program is likely to
have a much larger
impact on patients
who started treatment a week prior
to enrollment as they
may be experiencing
side effects or may
have not yet made Rx
treatment a consistent
part of their routines.
Benchmarking
adherence
As a result of the
complex interplay
between patient pro-
12 | DTC Perspectives • June/July 2011
file, persistence and compliance, brands are often left in the
dark when allocating budget toward retention programs. It is
difficult to plan without a reasonable expectation of what kind
of patients will be driven to the program and what impact the
program will have. Crossix RxMarketMetrics sheds light on
the questions surrounding adherence using meaningful norms
that can help guide brands in their planning efforts.
Targeting the right patients
Patient profile is a critical factor of program benefit. A
retention program is designed to communicate with existing patients, but it is unrealistic to expect all enrollees to be
existing patients. While there may be a benefit from enrolling
non-patients who later begin therapy, those patients will typically benefit more from a program tailored toward conversion.
Existing Patients
RETENTION PROGRAMS
If a program can never
Figure 2: Median Length
expect all enrollees to
be existing patients,
what constitutes a “successful” measure of
targeting?
The bottom twenty
percent of programs
acquires one existing
patient in every two
enrollees, while the
t o p t w en t y p e r ce n t
acquires nine existing patients in every
ten enrollees. Clearly
there is a large range
between programs, but
the top twenty percent
shows that even the
most stringent program
design, screening requirements and enrollment vehicles will
not attract and enroll only existing patients. (See Figure 1.)
In addition, as described earlier, the benefit can vary among
existing patients depending on length of therapy. In general,
the longer a patient has been persistent in therapy prior to
enrollment, the less impact a program will have.
In general, brands should aim to spend under
the value of a single script on each patient that
enrolls, given that the average adherence benefit
is less than one Rx per person.
Again, there is a large range in patient profiles among
these programs with the top twenty percent enrolling patients
approximately one week after start of treatment, while the
of Therapy (prior to enrollment)
median program enrolls patients two months following start of
treatment. The bottom twenty percent does not enroll patients
until nearly ten months after start of treatment. (See Figure 2.)
Simply enrolling a large number of individuals is not
enough. The patient profile benchmarks show a wide gap
separating the top programs from the bottom and encourage
brands to make every effort to enroll existing patients who
have recently started therapy.
Achieving ROI positive benefit
While patient profile informs targeting (and likely results),
the benefit that a retention program derives from existing
patients drives its ROI. For ROI purposes, retention benefit
is best measured as Incremental Rx Filled (net of control). The Rx
benefit is incremental over the Rx fills of a control group of
non-enrolled patients with similar Rx usage patterns, co-pay
About Crossix RxMarketMetrics
Prescription drug information drawn from Crossix RxMarketMetrics™, market benchmarks for performance of patient
adherence and consumer marketing activities based on thousands of actual Rx analyses including more than 600 consumer
marketing tactics across a broad range of therapeutic categories.
Campaigns included in RxMarketMetrics aggregated for the chronic, lifestyle and specialty/biologic markets and derived
from actual, anonymized and aggregated results of consumer marketing campaigns for dozens of leading pharmaceutical
brands ranging from direct response (DR) to general awareness and branding campaigns (GA), and multi-channel, from Web
to Print to TV.
Normative Rx-based measures include conversion rates and curves, retention rates and curves, and Rx patient profiles specific to the market, channel and tactic. Benchmarks are further broken down by campaign specifics, such as purpose, level of
branding, creative, offer type, response channel and fulfillment stream.
DTC Perspectives • • June/July 2011 |
13
RETENTION PROGRAMS
and those more likely
already adherent.
Brands may want to
fulfill non-patients
separately through
a different program
(and later assess performance through a
conversion analysis).
While ultimate
measurement of realized adherence benefit must wait until
a program matures,
early measurement
of patient profile can
help optimize and
influence program
performance. Effective use of Rx analytics can ensure that a
program is headed in
the right direction.
If some or all of the program tactics do not drive the desired
patient audience, brands now have the tools to monitor and
address their execution, driving more successful outcomes for
the patients and the programs.
These market benchmarks serve to inform the execution
of successful adherence programs by both setting performance
expectations and informing resource allocation. While there
are many non-financial reasons to drive adherence, such as
creating better patient outcomes by increasing treatment safety
and demonstrating efficacy through compliant drug use, the
ultimate measure of program benefit is still driven by the number of patients enrolled, i.e., scale, and the incremental fills
those patients get at their pharmacy.
Early indicators of targeting can be paired with adherence
benefit benchmarks to quickly allow more optimized performance and accurately forecast program ROI. While benchmarks vary between tactics, markets, offers, and channels,
the overall benchmarks serve as good indicators of expected
performance across execution strategies. Marketers now have
data-driven tools available to more efficiently allocate resources
at planning, rapidly evaluate programs and ultimately improve
outcomes for programs and patients.
Figure 3: 6-Month Incremental Rx Filled/Patient (net of control)
levels, lengths of therapy and ages and genders, effectively controlling for differences in patient profile.
The median six month benefit of adherence programs is
0.5 incremental Rx per patient with the top twenty percent
achieving 0.7 incremental Rx per patient (see Figure 3). While
over a longer period of time, such as 12 months post enrollment in a program, the benefit may continue and grow somewhat, that growth would not likely more than double. The
equation for evaluating ROI can be simplified by comparing
Rx benefit to variable cost. A program will be ROI positive if
a brand spends less on enrolling and communicating with each
existing patient than the dollar value of the incremental Rx
derived from each existing patient. In general, brands should
aim to spend under the value of a single script on each patient
that enrolls, given that the average adherence benefit is less
than one Rx per person.
Acting on this information
When planning execution, brands may consider ways to
drive the right profiles cost-effectively through the selection of
the right enrollment channels, tactics and offers. For example,
a program may enroll a higher rate of existing patients by
investing less in media and more in point-of-care tactics.
Improvements to online and telephone screeners can help
differentiate between patients thinking about starting therapy
from those who have already begun. Questions could address
not only current treatment, but also length of treatment, with
existing patients segmented into those at risk of non-adherence
14 | DTC Perspectives • June/July 2011
This is a third installment of an ongoing series on Rx market metrics
of various consumer marketing activities. For more information, see the
Crossix RxMarketMetrics™ website (www.rxmarketmetrics.com),
from Crossix Solutions Inc., an Rx-based consumer analytics company
(www.crossix.com).
Four complex conditions. Eight simple questions. One enlightening answer.
It’s amazing what you can see if you just know where and how to look. See how you can motivate and change the behavior of
your metabolic patients with our research and insights into the Metabolic Mindset™. Discover for yourself how this remarkable
tool can propel your marketing or clinical efforts.
Profile yourself or your patient at micromass.com/meta-mind.
2011 DTC National Report
As the early signs of spring began to emerge, DTC National Conference attendees convened
in Boston over the course of three days in mid-April. Industry experts shared their insights
on how to best navigate a challenging regulatory environment and optimize campaigns in the
face of increasing pressures.
by Jennifer
Governor
Tommy
Thompson
Myrtle Potter
Paul Ewing
Jim Davidson
Katie Rosinski
Rob Maresca
T
he DTC National was honored to have Governor Tommy Thompson, former Secretary of
Health and Human Services under President
Bush, address delegates. He offered his views on the
latest government issues, including how healthcare
reached its current state and the controversies surrounding reform. Commenting on Rep. Paul Ryan’s
(R – Wis.) Medicare bill, Gov. Thompson said that
despite opinions, it is “the first honest attempt to do
something dramatic to change [healthcare].” He predicted it is going to create discussions about planning
and how to fix the multitude of spending issues.
While he doesn’t foresee change in the immediate
future, Gov. Thompson does predict that “healthcare
as we know it today is going to change tremendously.” He urged stakeholders to work together when
reforming the system. “Do we want to wait until we
go bankrupt or do we want to take a dramatic step
now and prevent bankruptcy, but also change the
way we spend money on Medicare, Medicaid and
healthcare in America?” he propounded.
As DTC faces one of the most intense regulatory
environments yet, Jim Davidson, chair of the Public Policy Group at Polsinelli Shughart PC, stressed
the impact of the political divide created from the
November elections during his presentation. “The
2012 election could hold the fate of healthcare
reform. … Healthcare and jobs will be the single
two most important issues debated.” Yet, Davidson
cautioned marketers against being overly-optimistic
about the political environment and increase of GOP
power, as Republicans have often led the efforts to
restrict or tax DTC advertising. As Congress looks for
ways to fund budget cuts, DTC advertising becomes
vulnerable once again, he noted.
Further challenging DTC advertising is the FDA
according to Davidson: the agency is determined to
rein it in and they continue to struggle with the social
media issues, putting marketers in limbo. (To read
about the latest DDMAC updates and study results,
16 | DTC Perspectives • June/July 2011
Haug
see related sidebar.) To protect DTC, he urged a collective effort by the industry to emphasize its benefits
to regulators and create identifiable values in the messages for consumers.
Resonating with consumers
In fact, since today’s consumers expect so much
more from brands, it is imperative to deliver relevance and value with the brand message. As noted by
Paul Ewing, senior director/group leader of patient
marketing, U.S. Primary Care Patient and Physician
Marketing at Pfizer, marketers “are competing for
[consumers’] attention as we witness an explosion
in the number of ways that people communicate.”
He suggested that, within regulations, marketers go
beyond current practices to relate to and create meaningful experiences with consumers. Utilizing new
technologies effectively can produce a better harmony between the consumer and brand, Ewing added.
Paralleling that sentiment was Myrtle Potter, current chief executive officer of Myrtle Potter Media,
Inc. and Myrtle Potter and Company, LLC. “Solutions of the past won’t work in the future,” advised
Potter, also part of Everyday Health’s board of directors, but those who can adapt to and grow with these
new changes will succeed.
Currently, consumers often report feeling overwhelmed or underserved. To combat this, Potter recommended marketers create fresh solutions that are
easily understood, offer novel points of intervention,
provide a personalized experience, and create a deep
connection to reach higher levels of engagement. For
example, Potter lauded Adherent Health for their
Mobile Health Library. The platform allows users to
scan a body of literature via technological coding,
whereupon they can view a virtual library of materials tied directly to their needs. This is also a great
example in which a brand propelled health literacy,
an issue that, much like engagement, has never been
more important, she added.
Increasing patient understanding
Senior product manager of Uloric, Katie Rosinski, informed attendees of the unique challenges the brand
encountered when launching their DTC campaign. During
her case study presentation about the gout medication manufactured by Takeda Pharmaceuticals, market research revealed
a number of misconceptions. As the first new gout treatment
in more than 40 years, Uloric’s campaign set out to correct the misunderstandings and inaccuracies. Sufferers often
thought their attacks were unpredictable and unpreventable,
and caused by diet or lack of exercise. As a result, they were
less likely to have a discussion with their doctor about the
condition, despite many being invested in their health and
well-being.
These patient insights combined with an identified target
audience – mostly older, white males with metabolic co-morbidities – helped shape the DTC launch campaign for Uloric.
Given that gout is actually caused by high levels of uric acid
that form crystals and deposit in joints, the beaker imagery
was conceptualized. “The beaker acts as a visual for uric acid
that patients carry around all of the time,” described Rosinski.
The campaign, which utilizes a multichannel approach, also
includes profiles of several real gout patients to give a personal
touch and further target their communications.
Results from monthly tracking surveys continue to show
growth in each of the key campaign measures. Additionally,
she noted, using the beaker icon in the creative has helped
drive ad recognition among consumers (64 percent) above the
six-month industry norm (35 percent); and new prescriptions
are growing in line with expectations.
Maintaining engagement
Consumers, particularly digital health readers, are “hungry for information” and “eager to engage,” explained Tara
Parker-Pope, consumer health columnist for The New York
Times. Acknowledging the difficulties, she advised marketers to
constantly keep consumers engaged to create a more effective
dialogue and steady relationship.
One way marketers can maintain regular interaction, ultimately driving scripts, is through a relationship marketing
program. Such was the case for Symbicort, as detailed by Rob
Maresca, consumer brand leader with AstraZeneca, and his
agency partner Bob Holloway, senior vice president and group
account director at Cadient Group. Wanting to implement
a more interactive form of patient support for AstraZeneca’s
asthma and COPD treatment Symbicort, a unique model was
instituted for the My Measures for Success program.
According to their research, new media users were most
interested in having a higher level of involvement with brands.
Additionally, Maresca explained, consumers expect brands to
Regulatory Updates from DDMAC
W
ith an increase in DTC review groups and
resources, DDMAC is becoming better equipped to review pharmaceutical
marketing materials. Those increases will be much
needed because, as Mike Sauers, team leader of
DTC Group 1 at DDMAC, told attendees, the number of 2253s submitted has steadily risen, with the
total number of pieces surpassing 78,400 in 2010.
That is a 22 percent increase since 2006, attributable to an increase in the number of “mixed” DTC
and Professional pieces, most of which were Internet-based.
Sharing results from the FDA’s study on the
role of distraction in DTC television ads was Amie
O’Donoghue, social science analyst with DDMAC.
The agency tested the influence of textual and
visual elements on processing risk and benefit information via the fictional high blood pressure medication, Zintria. Incorporating select risk words from
the audio, superimposed text was shown against
a black banner in two sizes. Emotional tone was
tested on three levels: a static logo (control group),
a series of mildly positive images and a series of
strongly positive images.
Using a sample of more than 2,000 people over
the age of 40, approximately half of whom had
been diagnosed with high blood pressure, the
agency found that supers reinforcing the audio risks
did facilitate risk comprehension, regardless of the
size. However, findings about visuals were not as
clear.
While emotional tone did not alter the understanding of risks, it did influence the viewer’s feeling
about a product, as those who saw “strongly positive images had more positive and warm affect than
people who saw either the mildly positive images or
logo,” O’Donogue explained. Whether visuals were
consistent or inconsistent with the major statement,
risk comprehension was neither facilitated nor hindered; however both trended in the expected direction. Visual consistency did, however, influence benefit comprehension. She explained that, aided by
the additional funds and resources, future research
by DDMAC will account for the current study’s
limitations by correcting mock ad issues and utilizing
stronger manipulations.
DTC Perspectives • • June/July 2011 |
17
be more responsive and show an appreciation for the consumer, thus, creating a sense of trust. To meet those requirements,
the My Measures for Success program used an “unconditional
choice” model for consumers, detailed Holloway. Users could
choose as many or as few of the 15 tools and ideas offered,
including items to help them prepare for their day, save time
or money and manage their condition.
It might seem counter-intuitive, Maresca noted, but by giving patients only what they wanted, they were able to grow
Symbicort’s business. The team exceeded the targeted customers registered by more than 20 percent and the program performed robustly on conversion to prescriptions and length of
adherence when compared against control groups and internal
benchmarks. DTC
Making the Most of Social Media Opportunities
T
his year’s National Conference highlighted the
opportunities that social media offers DTC marketing. Jamie Turner, chief content officer of the
60 Second Marketer and co-author of “How to Make
Money with Social Media” shared insights about the
value and limitations of social media. To debunk the
five biggest lies, Turner explained that social media:
1.Requires investment in labor, effort, time and
money, and therefore is not free
2.Extends beyond the “big four” of Facebook,
YouTube, Twitter, and LinkedIn
3.Requires commitment to maintaining an ongoing
dialogue
4.Lends itself to measures of a return-on-investment (ROI)
5.Is much more in-depth than simply uploading a
YouTube video
His message was balanced, noting that social media
is currently over-hyped and that it is ultimately one tool
of many. Touching on topics that range from social
media business models to the three stages of the social
media ROI cycle (Launch, Management and Optimization), Turner’s presentation left the audience with a
useful overview from which to begin or enhance a social
media campaign.
To provide feedback and context to a recent social
media survey of Health Activists, the DTC National
conference brought together a panel of pharmaceutical experts. Discussing the updated 2011 WEGO
Health survey were panelists: Bonnie Keisling, associate director for endocrinology marketing at EMD
Serono; Christopher Leonardi, associate director,
CML Franchise with Novartis; Xavier Petit, integrated
marketing at Shire U.S.; Brent Rose, senior manager
of consumer marketing at Daiichi-Sankyo; and Christopher Smith, director of eMarketing at Novartis Oncology. Moderated by WEGO Health’s chief executive
officer, Jack Barrette, the presentation highlighted
findings about the growing use of social media by
healthcare companies to target and engage with
consumers and the rise in patient interest levels in
obtaining information from pharmaceutical companies
through social media.
18 | DTC Perspectives • June/July 2011
by
David Snead
The survey also revealed a concern that widespread use of social media creates challenges in
protecting against misinterpretation of product
information. Respondents reported an increase in
the misconception and misinformation about healthcare products on both dedicated health social media
sites (rising from 35 percent in the 2009 survey to
40 percent in 2011’s study) and health content sites
(jumping from 23 percent in 2009 to 30 percent in
2011). While 60 percent agree that it is unreasonable for pharma to monitor all online mentions of
their content, the majority of Health Activists do
believe companies should monitor and correct misinformation. Concurring, Rose explained that it is
a basic and reasonable request, but yet it can be
“hard to deliver against” because of the underlying
complexities.
The discussion demonstrated the opportunity for
healthcare companies and Health Activist to partners
together since their interests are in many ways aligned.
This can help pharma “give patients the level of
engagement which they are seeking, and do it in a way
that is compliant, responsible and ethical, and also in a
way that the FDA is comfortable as well,” said Smith.
Also discussing the health information gap was
Jerry Levin, former chairman and chief executive officer of AOL TimeWarner. Levin, also a member of the
board of directors at OrganizedWisdom, offered his
insights about ways that DTC marketers can navigate
the evolving digital world in a live interview at the DTC
National. Conducted by OrganizedWisdom chief executive officer Steve Krein, Levin emphasized the importance of innovative and entrepreneurial approaches
that are needed to close the health information gap.
Moreover, he mentioned that finely tuned systems of
communication will become increasingly important as
pharmaceutical budgets shift to smaller entrepreneurial ventures. The interview was filled with colorful stories from Levin’s career that were thought-provoking
and entertaining.
David Snead is a global MBA candidate, pursuing his degree at
The Johns Hopkins Carey Business School.
We have a thing
for ears…
At Beacon, it’s all about you...
■ Your brand: we’ll listen to what you have to say
■ Your business: we’ll understand, because we’ve
been there too…in professional, managed markets,
DTC, oncology, and interactive
■ Your budget: we’ll be transparent and avoid surprises
■ Your success: our experienced professionals are ready
to focus on you
Call Adrienne Lee at 908.781.2600 and tell her what
Beacon can do for you or check out our Web site.
It’s all about you.
beaconhc.com
2012: DTC’s
Opportunity
to Reboot
Consumer
Relationships
As the 2012 election cycle begins, it’s clear the debate over healthcare costs and Medicare will be front and
center. This appears to be an uncomfortable situation for biopharma companies, a frequent target over the
cost of new treatments. But yet, they are uniquely positioned to build stronger relationships with patients
and caregivers.
by Jeremy
J
ust when you thought it was safe to take a break from
healthcare reform, it’s back! And once again, cost concerns fill the headlines. Just a year after projecting longterm savings from health reform, the deans of Washington
forecasting expect Medicare to run out of money five years
sooner. This is uncomfortable news for biopharma and device
makers who know that in Washington it doesn’t take long for
hand-wringing over costs to become finger-pointing over drug
prices.
Yet, amidst renewed political uncertainty, and the start
of the 2012 election cycle, biopharma has an opportunity to
change the framework of the debate, and by shifting the way
it does DTC, to serve both its interests and the health system
more broadly.
The linchpin of the 2009-2010 debate was about how
to expand access to health insurance. The stickier issue now
is what care can people get (e.g., what can the government
afford), especially for life-threatening conditions. Here is
where elite sentiment inside the Beltway and the electorate’s
desires part ways. And, it is in this gap that product makers’
opportunity resides.
Redefining perceptions
Demographics and disease trends are driving consumer
demand for treatments that work. Most worrisome is the
looming personal and financial catastrophe of Alzheimer’s.
20 | DTC Perspectives • June/July 2011
Shane
Recently retired Justice O’Connor and Maria Shriver, both
close relatives of Alzheimer’s victims, issued a stirring “before
this decade is out” call to defeat Alzheimer’s. And it is not the
only serious risk to American health and finances – obesity,
diabetes, recurrent cancers, antibiotic resistance, and lifelong
brain and autoimmune conditions are growing in frequency,
complexity and economic impact.
Washington’s answer, echoed overseas by the likes of
NICE, is to ration more tightly, a perspective that makes
total sense to those who manage wealth transfers, but makes
no sense to a patient on the “sharp end of the spear” battling
a life-sapping diseases. Patients want treatments that work.
Given a choice between decades of “disease management” or
a shot at getting better once and for all, most would opt for a
cure.
Biopharma’s opportunity is to seize this moment, strategically and operationally – to redefine its relationship with
patients and caregivers, to move away from primarily brandspecific communications, towards messaging that puts them
on the side of patients, helping them choose products that are
best for their situation (not necessarily the pharma sponsor’s
product). It will require biopharma to do a hard appraisal of
existing marketing, and a concerted effort to translate efficacy
findings into consumer-friendly messaging about how to navigate the patient journey and make informed choices for each
situation.
REBOOTING DTC
Let’s start with current perceptions of biopharma. Patients
and caregivers are grateful for medications that work, but are
wary that drug development and marketing are all about driving demand. Consumers value information from brands about
drug efficacy and safe use. But they are skeptical of brand
information about conditions, perceiving disease information
as being slanted to boost sales. Consumer affinity for pharma
is also undermined by formulary rules, sometimes out of
the brand’s control, but still corrosive every
time a consumer, sick and anxious, standing at the
pharmacy counter,
gets a nasty price
shock about the copay on their desired
brand.
The good news
is biopharma is not
alone. Consumers
are ambivalent about all
health system participants.
Doctors and hospitals are
liked the most since they most directly help consumers
get well. But doctors and hospitals do less well at intangibles.
They can be overly clinical, and educational and billing information is often inscrutable. Government and insurers are least
liked by consumers. They are by design impersonal and rigid,
and despite many well-meaning employees, inevitably frustrate
access to treatments or financial support that consumers need.
Perhaps no “to do” list item does more to raise blood pressure
than: “call insurance about claims denial.” See, your blood
pressure blipped just reading it. So biopharma’s situation is not
hopeless. It doesn’t have to be loved by consumers all of the
time. The bar is somewhat lower. Product makers simply need
to be seen by patients as on their side in solving health issues,
being more like a provider (caring) and less like a payor (selfinterested and detached).
Biopharma has an opportunity to change the
framework of the [healthcare] debate, and by
shifting the way it does DTC, to serve both its
interests and the health system more broadly.
Therapeutic trends, too, are on pharma’s side. We are far
from cures for many terrible conditions. But increasingly, science in a number of disease areas suggests some therapies work
great for some people and not at all, or make things worse, for
others. This is, perversely, great news from a marketing stand-
point. Scientific trends (segmentation of efficacy) are matching
consumer aspirations (what’s right for me?).
Ushering in new tactics
So a new paradigm of DTC marketing begins with a strategic commitment – ahead even of regulatory fiat – to ensure
products are used by patient segments most likely to benefit, and not used by those who would not
benefit even, or especially, if this
lowers sales volume. Nothing will reverse consumer
skepticism about pharma
motives more than industry-wide efforts to channel
treatments to those most
likely to benefit, and to be
relentlessly transparent about
recommended uses based on
real-world outIn mid-May, Roche and Merck
comes data.
announced they were teaming
A new strategy
up in the fight against chronic
of DTC markethepatitis C and the co-promotion
ing begins with a
of Victrelis.
commitment by
product makers to invest with researchers and advocacy groups
in broad efforts to solve the most deadly and costly health
challenges: Alzheimer’s, recurrent cancers, Parkinson’s, obesity, autism, antibacterial resistance. It also means investing in
riskier, but high payoff ideas in human-machine interfaces to
restore senses and mobility due to a traumatic injury, aging or
chronic disease. And pharma needs to embrace the reality that
most of the time people are “managing” their health outside of
a clinical setting. Helping people get better requires systems to
increase convenience to interact with physicians from home,
services to support caregivers and incentives with “loved” consumer brands or life insurers to reward adherence or clinical
study participation.
Second, pharmas must educate consumers that good outcomes are not just about the drug, but also involve food,
mood and lifestyle. Drugs are powerful, but their efficacy can
be impacted, and side-effects can be caused by diet, nutrition
and genetics. It seems counterintuitive for a drugmaker to
admit to patients that there is much we do not know about
how some drugs really work. But patients are ready for this;
they will welcome the honesty. And, it will be important for
pharmas, as snack companies engineer nutritional content and
agribusiness manipulates crop genetics, to not end up holding
the bag for unexpected side effects that might reflect complex
drug-food interactions.
DTC Perspectives • • June/July 2011 |
21
REBOOTING DTC
Third, biopharmas can work with patient advocates to build
a sense of civic duty to fight serious disease. As FDR did with
the March of Dimes and the Red Cross has done for blood
donation, biopharmas can underwrite grassroots campaigns to
support medical research for large-scale challenges like brain
research to combat Alzheimer’s, Parkinson’s, mood disorders,
and autism. Americans need to be reminded that the time to
get serious about serious disease isn’t right after you’ve been
diagnosed, as Steve Jobs or Christopher Hitchens might privately concede, but decades earlier when money or advocacy
could make a difference.
The Komen Foundation has built this sensibility around
breast cancer to positive effect. Consider the unprecedented
reaction by women to tighter mammogram screening guidelines. Whatever one thinks of the science around the recommendation, it stirred up a political furor that will be a net
plus for health innovation. If mammograms are rationed to
ever-smaller populations, what will the financial incentive
be for GE’s or Siemens’, or some garage startup with biomarker imaging ideas, to develop breakthrough ways to end
unnecessary biopsies? Like breast cancer, Alzheimer’s has a
ready-made younger constituency – all of those middle-aged
Maria Shriver’s who’ve endured the terrible specter of a parent
fading away, sometimes violently. New research suggests AD
lesions may emerge long before noticeable symptoms. So an
awareness effort focusing on the adult children of Alzheimer’s
victims, perhaps with a push for less-invasive brain imaging to
screen for early lesions, seems like a great place to start.
Finally, biopharmas should help shape consumers’ expectations about their future condition journeys, and when their
brands are most likely to be appropriate. This is not just about
marketing to approved indications only. Pharmas already do
that well in DTC, overall. It is about giving consumers a clearer sense of which treatments they are likely to meet over time,
or as symptoms change. If a brand is not a “gateway drug”
where science is fairly settled, it invites consumer skepticism
to drive a just diagnosed patient with a mainstream situation to
the newest option. (Consumers quickly figure out online what
brands are “tried and true” and what ones are the new kids on
the block.) Biopharmas will build greater trust by explaining
to patients when in the patient journey their brand seems to
work best, or for which situations, or whether it is taken with
other brands. The Roche-Merck announcement around Hep
C combination therapies is a great example of how this can be
done.
A new approach to DTC
Similarly, biopharmas should do more to help patients
understand companion diagnostics. Making KRAS analysis a
22 | DTC Perspectives • June/July 2011
standard ask for colon cancer patients may lower scripts for
anti-EGFR therapies, but it will certainly boost efficacy/outcomes for those who take them. Overall, it will benefit brand
value and pricing more than volume for volume’s sake. In the
new paradigm of DTC marketing, what’s best for the patient
and their situation is what’s best for the brand, even at the cost
of lower volume.
Long-term, a new approach to DTC will serve
pharma’s need to build a case for higher unit
prices, reflecting real-world efficacy and benefits
to quality of life.
Collectively, these elements constitute a different approach
to DTC. Biopharmas can put themselves on the patients’ side
by underwriting broad efforts to cure the worst conditions,
making messaging more about the patient than the product,
helping patients understand diagnostic and treatment pathways
(even if that delays use of their brand), and reinforcing that
treatments are only one part of getting well. Food, lifestyle,
managing stress and personal relationships matter too, perhaps
in aggregate, just as much.
Long-term, a new approach to DTC will serve pharma’s
need to build a case for higher unit prices, reflecting realworld efficacy and benefits to quality of life. Higher prices
may seem a pipe dream in the current environment, and they
will be if lawmakers and patients continue to see pharmas as
focused on sales at all cost. The existential question for product
makers is whether they want to negotiate price in a political
context where patients believe biopharma products are key
helpmates for doctors, or an environment which views product makers akin to insurers. A path to utility-style pricing and
regulated rates of return for biopharma would be a tragedy for
everyone, most of all tomorrow’s patients, but also the industry
and its employees, and governments, too. Healthier workers
mean a stronger tax base, and tax revenue is the lifeblood of
ever-expanding public appetites. DTC
Jeremy Shane is currently president and chief operating officer of
HealthCentral, overseeing day-to-day operations at the company and
responsible for audience growth, user engagement and revenue. HealthCentral (www.healthcentral.com) empowers people to improve and
take control of their health and well-being through more than 35 condition- and wellness-specific interactive health sites. He can be reached
by e-mail at [email protected].
Over
23 million
waiting
Join their conversation
and be part of their solution.
HealthCentral empowers people to improve and take control of their health and well-being. With
over 35 vertical health sites, health seekers find the information they want when they need it most.
For more information, please contact us at [email protected] or visit
healthcentral.com/mediakit.
* comScore, May 2011
It’s Time to Celebrate the Stars of the Industry…
As soon as you tell us who they are.
Do you know them?
The industry pioneers.
The market makers.
The creative visionaries.
Now you can nominate them for the recognition only they deserve:
the DTC Hall of Fame.
2010 Hall of Fame Class
2009
Hall of Fame
Class
2008
Hall of Fame
Class
Herb Ehrenthal
Jim Davidson
Group Vice President of
Global Advertising
Schering-Plough
Founder
Davidson and Company
Paula R. Garrett
Senior Director of
Consumer Marketing
Lilly USA
Joe Hoholick
Minnie Baylor-Henry
Scott Grenz
Andrew Schirmer
Dorothy Wetzel
Pharmacist, JD
National Director,
Regulatory Life Sciences
Deloitte & Touche, LLP
Director Media Buying NA
GlaxoSmithKline
EVP, Managing Director
McCann HumanCare
Amgen
Founding Partner, Chief
Marketing Extrovert
Extrovertic
Executive Director of
Marketing
Amgen
Lucy Rose
President
Lucy Rose & Associates
Matt Giegerich
President & CEO
CommonHealth
Ed Slaughter
Customer Strategies and
Solutions
US Human Health Division
Merck & Co., Inc.
Len Tacconi
Global Brand Director for
Obesity
Merck & Co., Inc.
To nominate a candidate: Visit www.dtcperspectives.com
Eligibility: Inductees can be from any sector of the DTC Industry, Pharmaceutical Manufacturer, Agency,
Media Channel, DTC Service Provider, DDMAC, or Academia. Nominees should have a minimum of five
years’ experience in healthcare marketing. It is not necessary to be retired from the field to be eligible. The
judging council will consider the eligibility of living and deceased persons. The DTC Hall of Fame Executive
Board will vote to determine the inductees each year.
This year’s Class will be honored at our upcoming fall conference, “Marketing to the Digital Consumer:
Pharma Best Practices Present and Future,” held October 12-13, 2011 in Fairfield, NJ.
Now Accepting Nominations for the 2011 Class of the DTC Hall of Fame.
Hall of Fame
Understanding
Today’s
ePharma
Consumers
The Internet has evolved significantly over the recent years, being a top source of health information for
consumers. Findings from Manhattan Research’s ePharma Consumer study reveal how this medium has
grown into a highly-influential role for consumers when researching and making healthcare decisions.
by
Maureen Malloy
C
onsumer use of the health Web – any type of online
health information, tool or service – has evolved
greatly over the past decade. The population of U.S.
adults online for health shot up from just over 60 million consumers in 2002 to nearly 170 million consumers in 2010. Also,
as more consumers have come online and have access to high
speed Internet throughout the day, we’re seeing patients use
the health Web with greater frequency and at multiple points
during the treatment continuum. Furthermore, over half of
consumers online for health are E-Empowered Consumers –
those taking actions that indicate the health Web is actually
influencing and shaping their health decisions, not just adding
to consumers’ overall knowledge.
As part of this health Web evolution, consumers are
becoming more proactive about using the Internet to research
treatment information and options. About 112 million U.S.
adults – or two thirds of those online for health – are ePharma
Consumers, using the Internet to research prescription drug
products and pharma resources.
ePharma Consumers represent a critical audience for pharma marketers in the following ways:
ePharma Consumers…
Are broadening and evolving
Only one-fifth of U.S. adults used the Internet to research
pharma information in 2004 while nearly half did so in 2010.
One component of the ePharma Consumer evolution is older
consumers migrating online. U.S. adults ages 55+ are one of
the fastest growing groups in terms of their adoption of the
health Web – and this is changing the fabric of the online
pharma landscape. While the ePharma Consumers still skew
younger overall, the share of U.S. adults ages 55+ online for
pharma has doubled since 2006 and this trend will likely continue as more older consumers leverage the health Web. This
broadening of the ePharma Consumer segment has made it
even more relevant to pharma marketers, especially those targeting older therapeutic categories such as diabetes, cancer and
osteoporosis.
Understanding the unique behaviors and needs of condition groups within the overall population has never been more
important given the diverse array of channels and technologies at marketers’ disposal. For example, osteoporosis patients
online for pharma over-index for researching drug side effect
information, while ADD/ADHD patients online for pharma
are more likely than the average ePharma Consumer to seek
out online commentary from other patients about their treatment experiences.
ePharma Consumers…
Are action-oriented and empowered
ePharma Consumers are highly influenced by the health
Web – being two and a half times as likely as Internet users not
searching for pharma info online to be E-Empowered Consumers. For this group, the Internet is a critical component of
their health influence map and is used to support and inform
their interactions with other health touch points such as doctors, nurses or family and friends.
ePharma Consumers are also empowered in that more
than four in five take health-related actions after going online
to look for prescription drug information, most likely discussDTC Perspectives • June/July 2011 |
25
ePHARMA
CONSUMERS
Continued
ePharma
Consumer
Population
since 2002
ContinuedGrowth
Growth ininePharma
Consumer
Population
since 2002
Growth in the U.S. ePharma Consumer population
In millions
treatment adherence by triggering micro
changes in behavior, such as via a prescription reminder service.
ePharma Consumers…
Are customers…and want service!
About four in five ePharma Consumers are customers of pharmaceutical
companies – currently taking at least
one prescription drug. Naturally, the
top situation driving ePharma Consumers to research prescription drug information online is to answer questions
about medications they’re already taking
– representing a key customer service
opportunity for manufacturers.
Additionally, our study shows that
ePharma Consumers have researched prescription drug information online for themselves or others in past 12 months.
ePharma Consumers want service-oriAmong all U.S. Adults
ented tools and services, not just prodSource: Cybercitizen Health v2.0 - 10.0
1
uct information, from pharma companies. Although demand for various types
of pharma product website features vary
ing this information with their doctor or family and friends. In
by therapeutic category, overall there’s significantly higher
interest in practical offerings like condition management and
fact, a significant, though smaller, share of consumers change
treatment comparison tools and coupons than games, contests
their treatment behavior as a result of online pharma informaand online communities.
tion – with about one in five ePharma Consumers specifically
Some pharma companies are taking cues from other
taking their prescription with greater regularity as a result of
industry
examples like Zappos and Best Buy’s Twelpforce
this type of research.
and bringing a more customer service-oriented approach to
ePharma Consumers…
marketing. For instance, AstraZeneca’s My Measures for SucUse newer media for health
cess program allows asthma and COPD sufferers to customize
ePharma Consumers are savvy in terms of their use of
their own suite of tools and services to help them cope with
newer media when leveraging the health Web.
the everyday issues of their condition, such as pollen counts
They are considerably more likely than online consumers
and remembering to take their medication. As more patients
not researching pharma information to watch health-related
move beyond using the Internet simply as an information
video online and to leverage their mobile devices for healthresource and increasingly look to digital means for managing
related tasks, such as visiting a mobile health website or using
their health and treatment, it will be even more important for
mobile condition management tools.
pharma companies to consider opportunities to support customers in this way, whether through their own initiatives or
strategic partnerships. DTC
Only one-fifth of U.S. adults used the Internet
to research pharma information in 2004 while
ePharma Consumer® is Manhattan Research’s market research study
nearly half did so in 2010.
and syndicated advisory service exploring the behavior and preferences
of U.S. consumers who are online for pharma and prescription drug
Video and mobile are particularly important considerations
information. ePharma Consumer® was fielded in Q4 2010 among
when targeting action-oriented groups such as ePharma Con6,606 U.S. adults (ages 18+) online for pharma. For more informasumers since these types of newer media have great potential
tion, please visit www.manhattanresearch.com/epc.
to influence behavior and shape health decisions. Our research
Maureen Malloy is a senior healthcare analyst at Manhattan
found that online health video is a strong driver of variResearch, a healthcare market research firm conducting annual research
ous types of health actions among ePharma Consumers who
studies covering eHealth trends among consumers and HCPs in the
watch. And while in a relatively nascent stage, mobile devices
U.S., Europe, and Asia. She can be reached via e-mail at mmalloy@
manhattanresearch.com, or by telephone at (212) 255-7799.
have enormous potential to improve patients’ health habits and
®
LICENSED FOR INTERNAL USE ONLY
26 | DTC Perspectives • June/July 2011
MDPA Conference
Marketing to the Overweight American
The authors of the MDPA Minute newsletter bring you the first & ONLY conference for
weight loss & weight management marketing.
WHEN
Confirmed Keynote
Speakers Include:
Gary Taubes,
Award Winning
Author of New Bestseller
Why We Get Fat
September 27-28, 2011
The MDPA Conference: Marketing to the
Overweight American is the marketing conference
for products for overweight consumers.
It is designed for marketers of products or
services such as:
• drugs
• devices
• diets
• supplements
• meal replacements
• other services designed to help overweight
Americans lose weight and improve their
quality of life
This conference will feature best in
class speakers as well as:
Richard Coad, Creator of “Jared”
Subway Campaign, Chief Creative Officer,
Engagement, MDB Communications
For complete conference information, speaker
bios, and detailed agenda, please visit
www.mdpaconference.com
A DTC Perspectives Inc. Conference
• case studies
• market analysis
• behavioral research
• regulatory discussions
WHERE
Crowne Plaza Hotel
Silver Spring, MD
• Located in the
dynamic suburban
community of Silver
Spring, Maryland
• Seven miles north
of the museums
and monuments of
Washington, D.C.
Special early registration discount of $500 off
ends July 17. To Register or for more
information, call 770-559-0702 or visit
www.mdpaconference.com
a d v e r t i s i n g
a w a r d s
2 0 1 1
2011
ADVERTISING AWARDS
Winners of the 2011 DTC National Advertising Awards were revealed at the 11th annual ceremonial
dinner, a part of the DTC National Conference. Sponsored by HealthCentral, the Advertising Awards
honored Gold, Silver and Bronze winners across nine categories.
E
xecutives from across the pharmaceutical industry were in attendance to
honor the finalists and winners of the 2011 DTC National Advertising
Awards. Among the night’s big winners were AstraZeneca, Bristol-Myers
Squibb and Takeda Pharmaceuticals, each taking home four awards. Uloric, by
Takeda and GSW Worldwide/Rosetta, received four awards, including a Silver
award for Best Integrated Campaign and a Gold award in the new category, Best
New Drug Launch. Stelara, by Centocor Ortho Biotech, Inc. and Draftfcb Chicago, also earned multiple awards, including Gold for Best Branded Print Campaign.
Receiving a Gold award
in the Best Branded
Chris Schroeder, chief executive officer of
Television category
HealthCentral, kicks off the Advertising Awards dinner
(
sponsored by CBS)
and ceremony with an inspiring speech.
was Nexium, by AstraZeneca and Saatchi & Saatchi Wellness. Pradaxa, by Boehringer
Ingelheim and Grey NY/G2, took home the Gold for Best Integrated Campaign.
The DTC National Advertising Awards
are designed to recognize the marketing
teams that develop insightful and impactful
communication programs within regulatory
DTC National attendees
guidelines. For the Best Branded Television
enjoy the Advertising Awards
cocktail party, anxiously
and Best Branded Print categories, winners
awaiting the Ad Awards
dinner and ceremony to learn
were determined by a combination of votes
the winners.
from an independent expert judging panel and
DTC National delegates. The expert judging
panel also selected the winners for the seven
other Ad Award categories. This year’s judges
included: Frank Chipman of LRW; Deborah Dick-Rath of SymphonyAM;
Mark Einhorn of MarketView Research; Monique Levy of Manhattan
Research; and Fariba Zamaniyan of TRA Global.
DTC Perspectives and HealthCentral congratulate all of the winners and
finalists. This year’s winners – Gold, Silver and Bronze – are profiled on the
following pages. (Note: The agency and brand team members were submitted to DTC Perspectives with their initial entry to the Advertising Awards.
Some job responsibilities may have changed.)
28 | DTC Perspectives • June/July 2011
BESTNew Drug Launch Campaign
GOLD WINNER
Brand / Company
ULORIC / Takeda Pharmaceuticals
Team members
Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand
Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager
Agencies
Rosetta: Account Team – Leslie Donovan, Partner, Account
Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account
Supervisor; Creative Team – Dave Mihalovic, Executive Creative
Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art
Director; Other Contributors – Mark McConaghy, Director of
(From left) Mark McConaghy, Jeff Mickolas, Kelly Tanko, Kim Fantine, all of RoStrategy; Maria Topping, Program Manager; Submitter – Mike
setta, along with Takeda’s Katie Rosinski, Heidi Gillmore and Madhuri Shah accept
Diamond, Director of Strategy
the Gold award from Scott Ehrlich of DTC Perspectives, Inc.
GSW Worldwide: Account Team – Jim Nickell, VP/Account
Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative Director; Kurt Richards, Creative
Director/Copywriter; William Harbort, Sr. Art Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour,
Associate Design Director
2010 Launch
Brand / Company
Onglyza / AstraZeneca PLC & Bristol-Myers Squibb
SILVER WINNER
Team members
AstraZeneca: Leslie Schaefer, Consumer Brand Director; Jennifer
McIlvaine, Consumer Marketing Manager; Mara Rastovsky, Consumer
Insight Senior Manager
Bristol-Myers Squibb: Allyson McMillan-Youngblood, Consumer
Director, US Diabetes Franchise
Better Grip on Life
Brand / Company
CIMZIA / UCB, Inc.
BRONZE WINNER
Agencies
AdvanceMarketWoRx: Account Team – Patricia Kriger, Principal;
Creative Team – Chris Amato, Creative Director; Janet Donigan, Creative Director; Submitter – Ellen Hoenig, Founding Partner
Heartbeat Ideas: Other Contributors – Chris Whaites, Associate Creative Director; Nadine Leonard, SVP Strategy & Client Service; Maya
Schindler, Producer
Targetbase: Other Contributors – Julie Petroski, VP Group Creative
Director; Debbie Rudolph, Account Lead; Jill Heyman, Account Supervisor
2 0 1 1
Team members
Maximiliano Bricchi, Sr. Director, Immunology; Patricia Choumitsky,
Sr. Product Manager, Consumer Marketing/RM; Jamie Burks, Sr.
Product Manager; Janet Donigan, Creative Director
(From left) Ellen Hoenig Carlson of AdvanceMarketWoRx and Pat
Choumitsky of UCB, Inc. receive the Gold award from Scott Ehrlich of
DTC Perspectives, Inc.
DTC Perspectives • June/July 2011 |
a w a r d s
(From left) Greg Lao of JWT, Jennifer McIlvaine and Leslie Schaefer, both of AstraZeneca, and Allyson McMillan-Youngblood of Bristol-Myers Squibb receive the
Silver award from Scott Ehrlich of DTC Perspectives, Inc.
Agencies
JWT: Account Team – Howard Courtemanche, CEO, Health; Greg
Lao, Business Director; Melissa McCarter, Account Manager; Creative
Team – Bob Froelich, EVP, Creative Director; Bob Tabor, Creative
Director; Mari Helen Bohen, Creative Director; Other Contributors –
Leo Tarkovsky, Director of Healthcare Business Strategy; Charles Martin, Planning Director; Submitter – Kathleen Comer, Account Associate
Rosetta
Unit 7
WebMD
a d v e r t i s i n g
DTC Beaker
29
a d v e r t i s i n g
a w a r d s
2 0 1 1
BESTIntegrated Campaign
GOLD WINNER
Cardioman
Brand / Company
Pradaxa / Boehringer Ingelheim
Team members
Bill Ragatz, Executive Director; Eileen Grossman,
Associate Director; Paula Palmer, Associate Director
Agencies
Grey NY: Account Team – Irene Little, Senior
Vice President; Ryan Shaw, Vice President; Creative
Team – Mark Schwatka, Executive Creative Director;
Andy Bohjalian, Senior Creative Director; Merrick
Gagliano, Creative Director; Other Contributors –
Dan Carlson, Strategic Planning; Submitter – Matt
Deitch, Account Executive
G2: Account Team – Jack Lipton, Senior Vice
President; Abi Canlas, Associate Director; Creative
Team – Geoff Council, Executive Creative Director;
Irene Alysandratos, Art Supervisor
(From left) Mark Schwatka of Grey NY, Mel Sokotch of Mel Sokotch Consulting, Irene Alysandratos of
G2, Irene Little of Grey NY, Jack Lipton of G2, Eileen Grossman of Boehringer Ingelheim, Ryan Shaw
of Grey NY, Paula Palmer of Boehringer Ingelheim, and Abi Canlas of G2 receive the Gold award.
DTC Beaker
SILVER WINNER
Brand / Company
ULORIC / Takeda Pharmaceuticals
Team members
Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager;
Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager
Heidi Gillmore of Takeda receives the Silver award from DTC Perspectives,
Inc.’s Scott Ehrlich.
Agencies
Rosetta: Account Team – Leslie Donovan, Partner, Account
Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account
Supervisor; Creative Team – Dave Mihalovic, Executive Creative
Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director;
Other Contributors – Mark McConaghy, Director of Strategy; Maria
Topping, Program Manager; Submitter – Mike Diamond, Director of
Strategy
GSW Worldwide: Account Team – Jim Nickell, VP/Account
Director; Kim Fantine, VP/Account Director; Creative Team – Randall
Montgomery, Group Creative Director; Kurt Richards, Creative Director/
Copywriter; William Harbort, Sr. Art Director; Other Contributors –
Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design
Director
Cloud of Depression
Brand / Company
Seroquel XR / AstraZeneca
BRONZE WINNER
Team members
Christopher Johnson, Consumer Brand Director; Jessica Pieters, Consumer
Brand Leader; Debbie Campbell-Heilman, Sr. Promotions Manager
Agency
Saatchi & Saatchi Wellness: Account Team – Ned Russel, EVP,
Managing Director; Jennifer Shirley, EVP, Director Client Services;
Sandra Walczak, VP, Account Director; Wendy Kravitz, VP Account
Supervisor; Creative Team – Helayne Spivak, EVP, Chief Creative Officer;
Stuart Fink, SVP, Creative Director; Bev Pangilinan, VP, Art Director;
Paul Schmidt, VP, Group Copy Supervisor; Other Contributors – Jacob
Braude, VP, Strategic Planner; Submitter – Alison O’Shaughnessy, Account
Coordinator
30 | DTC Perspectives • June/July 2011
Scott Ehrlich of DTC Perspectives, Inc. (left) presents Stuart Fink of Saatchi &
Saatchi Wellness with the bronze award.
BESTCRM/Direct Mail Campaign
GOLD WINNER
a d v e r t i s i n g
YAZXpress Welcome Kit
Brand / Company
YAZ / Bayer Women’s Healthcare
Team members
Heidemarie Schnell; Jenn Wilke
Agency
Ogilvy CommonHealth Worldwide: Account
Team – Lori Brown, SVP Managing Director; Kyla
Smith, Management Supervisor; Maria Colicchio,
Senior Account Executive; Creative Team – Andrea
Strout, Creative Director; Mary Mitros, Senior Art
Director; Patty O’Brien, Group Copy Supervisor;
Other Contributors – Ann Friedman-Ryan, SVP,
Director of CRM & Interactive; Liz O’Neil, VP,
Director of Channel Marketing; Submitter – Kerianne
Slattery, Manager, Corporate Communications
SILVER WINNER
Byetta By Your Side
Brand / Company:
Byetta / Amylin Pharmaceuticals & Eli Lilly
a w a r d s
Team member
Megan Scott, Sr. Manager Marketing
Agency
Saatchi & Saatchi Wellness: Account Team – Jim Harding,
VP, Account Supervisor; Erin Lewis, Account Executive; Creative
Team – Rob Resnick, VP, Group Copy Supervisor; John Lee,
Senior Art Director; Shawne Cooper, VP, Copy Supervisor; Submitter – Brittany Clark, Creative Administrator
Stuart Fink of Saatchi & Saatchi (left) accepts the Silver
award from Scott Ehrlich of DTC Perspectives, Inc.
Imagine the Possibilities
BRONZE WINNER
Brand / Company
STELARA / Centocor Ortho Biotech, Inc.
Team members
Ed Kalaha, Group Product Director; Laila Chamaa, Product Director
2 0 1 1
Agency
Draftfcb Chicago: Creative Team – Janet Barker-Evens, EVP, Group
Creative Director; Michelle Tucker, VP, Creative Director; Stacy Izard,
Senior Art Director; Kelly Mayo, Senior Art Director; Steve Miller, Copywriter; Account Team – Jennifer Neumann, SVP, Group Management
Director; Christine Lindquist - SVP, Group Management Director; Lori
Schuermann, Management Director; Ashley Donahue, Account Supervisor;
Antoinette Fadera, Account Supervisor; Maren Neely, Account Executive;
Jenny Cooper, Account Executive; Max Julius, Account Executive; Other
Contributors – Kate Caldwell, SVP, Group Strategic Planning Director;
Dan Korpolinski, SVP, Customer Intelligence Director; Ray Advani, Customer Intelligence Director; Erin Chun, Customer Intelligence Senior Analyst; Jake Carter-Lovejoy, Customer Intelligence Analyst
Michelle Tucker of Draftfcb Chicago is presented with the Bronze award from
Scott Ehrlich of DTC Perspectives, Inc.
DTC Perspectives • June/July 2011 |
31
a d v e r t i s i n g
a w a r d s
2 0 1 1
BESTDisease Education Campaign
Overproduction
GOLD WINNER
Condition / Company
Plaque Psoriasis / Amgen
Team members
Joe Hoholick, Executive Director Marketing;
Ralph Robinson, Director of Consumer
Marketing; Kim Lanford, Senior Marketing
Manager; Kristie Rosales, Marketing Manager
Agency
AbelsonTaylor: Account Team – David Levin,
Account Director; Holly Wright, Senior Account
Supervisor; Scott Hansen, VP Creative Director;
Creative Team – Andy McAfee, Associate
Creative Director; Eric Pernod, Associate Creative
Director; George Starr, Senior Art Dirctor;
Submitter – Jada Kingen, Executive Assistant
(From left) AbelsonTaylor’s David Levin and Holly Wright and Amgen’s Kim Lanford and Ralph
Robinson receive the Gold award from Scott Ehrlich of DTC Perspectives, Inc.
SILVER WINNER
Cardioman
Condition / Company
Stroke Caused by Atrial Fibrilation / Boehringer Ingelheim
Team members
Bill Ragatz, Executive Director; Eileen Grossman, Associate
Director; Paula Palmer, Associate Director
(From left) Mel Sokotch of Mel Sokotch Consulting, Eileen Grossman and Paula
Palmer, both of Boehringer Ingelheim accept the Silver award from DTC Perspectives, Inc.’s Scott Ehrlich.
PAD DRVTV: Talk Radio
Condition / Company
Peripheral Artery Disease / Bristol-Myers Squibb
Team members
Uri Edell, Marketing Product Manager
Agency
MRM Worldwide/Princeton: Account Team – Marcy
Q. Samet, Managing Director; Stefanie Rossi, Account
Supervisor; Creative Team – Richard Eber, Executive Creative Director; Mark Rescigno, Assoc. Creative Director;
Hal Walters, Creative Director; Other Contributors – Michael Ferguson, Broadcast Producer; Benjamin Weisman,
Creative Director; Submitter – John O’Brien, SVP, Group
Account Director
32 | DTC Perspectives • June/July 2011
Agencies
Grey NY: Account Team – Irene Little, Senior Vice President;
Ryan Shaw, Vice President; Creative Team – Mark Schwatka,
Executive Creative Director; Andy Bohjalian, Senior Creative
Director; Merrick Gagliano, Creative Director; Other Contributors – Dan Carlson, Strategic Planning; Submitter – Matt Deitch,
Account Executive
G2: Account Team – Jack Lipton, Senior Vice President; Abi
Canlas, Associate Director; Creative Team – Geoff Council,
Executive Creative Director; Irene Alysandratos, Art Supervisor
BRONZE WINNER
BESTPoint-of-Care Campaign
Condition / Company
Asthma / Merck & Co., Inc.
Team members
Christine Steiner, Associate Marketing Manager; Jeremy
Sowers, Marketing Manager; Marty Kovach, Creative Manager;
Bob Fucinato, Creative Manager
Agencies
RAPP: Account Team – Karin Locovare, VP Senior Business
Director; Alison Blank, Business Supervisor; Creative Team
– Ilene Malakoff, Creative Director; Adam Hiebeler, Senior
Copywriter; Yujin Lee, Director; Other Contributors – Roshen
Mathew, SVP, Strategic Planning & Integration; Submitter –
Tara Vetro, Communications Director
DDB: Account Team – Julie Lister, Account Director; Tanya
Li, Account Supervisor; Meredith Moffat, Account Executive;
Creative Team – Janet Guillet, Executive Creative Director;
Tony Fisher, Creative Director
(From left) Bryan Gaffin of Rapp, Karin Locovare of RAPP, Tanya Li of DDB, Kristine Mihm
of Merck & Co., Inc., Ilene Malakoff of RAPP, receive the Gold award from Scott Ehrlich of
DTC Perspectives, Inc.
Imagine the Possibilities
SILVER WINNER
Brand / Company
STELARA / Centocor Ortho Biotech, Inc.
Team members
Ed Kalaha, Group Product Director; Laila Chamaa, Product Director
Patient Starter Kit Brochure
BRONZE WINNER
2 0 1 1
Brand / Company
LOVAZA / GlaxoSmithKline
Team members
Stephanie Jen, Brand Manager; Adam Friedman, Senior Product
Director
Agency
Targetbase: Account Team – Melissa Andrews, VP, Client Service; Denise McPherson, Account Supervisor, Client Service;
Creative Team – Julie Petroski, Creative Director; Ward Starrett,
Art Direction; Lauren Hutson, Copy; Other Contributors – Brian
Kaiser, Strategy; Tom McCaully, Strategy; Lisa Martin, Project
Management; Submitter – Amanda McGrogan, Account Supervisor, Client Service
a w a r d s
(From left) Christine Lindquist of Draftfcb and Laila Chamaa of Centocor Ortho
Biotech Inc. accept the Silver award from Scott Ehrlich of DTC Perspectives, Inc.
Agency
Draftfcb Chicago: Creative Team – Janet Barker-Evens, EVP, Group Creative Director; Michelle Tucker, VP, Creative Director; Stacy Izard, Senior
Art Director; Kelly Mayo, Senior Art Director; Steve Miller, Copywriter;
Account Team – Jennifer Neumann, SVP, Group Management Director;
Christine Lindquist - SVP, Group Management Director; Lori Schuermann,
Management Director; Ashley Donahue, Account Supervisor; Antoinette
Fadera, Account Supervisor; Maren Neely, Account Executive; Jenny Cooper, Account Executive; Max Julius, Account Executive; Other Contributors
– Kate Caldwell, SVP, Group Strategic Planning Director; Dan Korpolinski,
SVP, Customer Intelligence Director; Ray Advani, Customer Intelligence
Director; Erin Chun, Customer Intelligence Senior Analyst; Jake CarterLovejoy, Customer Intelligence Analyst
a d v e r t i s i n g
Integrated Pediatric G O L D W I N N E R
Asthma Campaign
(From left) Brian Kaiser and Melissa Andrews, both of Targetbase, are presented with the
Bronze award from Scott Ehrlich of DTC Perspectives, Inc.
DTC Perspectives • June/July 2011 |
33
a d v e r t i s i n g
a w a r d s
2 0 1 1
BESTDigital Media Campaign
The Wall of Survivorship
GOLD WINNER
Condition / Company
CancerInformation.com and FightWomensCancer.com / sanofi-aventis
Team members
Susan Gorky
Agencies
Saatchi & Saatchi Wellness: Account Team – Debbie Sharken, SVP
Group Account Director; Jim Harding, VP Account Director; Alessandra
Epstein, Account Executive; Creative Team – Kim Olsen, Associate Creative
Director; Wythe Marschall, Copywriter; Heath Bodell, Art Director; John
Sexton, Associate Creative Director; Other Contributors – Maureen Murphy,
Information Architect; Submitter – Brittany Clark, Creative Administrator
Intouch Solutions: Account Team – Curtis Corcoran, Account Manager;
Brianna Dunn, Account Administrator; Creative Team – Alison Leach,
Creative Project Manager; Other Contributors – Michael Barsotti, Flash
Developer; Ryan Dale, Flash Developer; Leslie McMahon, Business Analyst;
Saba Asrar, QA Specialist; Brad Dyer, Senior Data Architect
Stuart Fink of Saatchi & Saatchi Wellness (left) accepts the Gold
award from Scott Ehrlich of DTC Perspectives, Inc.
SILVER WINNER
Low T Facts
Condition / Company
Low Testosterone / Auxilium Pharmaceuticals
Team members
Eric Karas, Senior Product Manager; Brian Rosenberger, Product Director
Heartbeat Ideas’ Betty Michelson receives the Silver award from Scott
Ehrlich of DTC Perspectives, Inc.
Agency
Heartbeat Ideas: Account Team – Nadine Leonard, SVP, Strategy and
Client Services; Wendy Hook, Group Account Director; Creative Team –
James Talerico, SVP, Executive Creative Director; John Washburn, Creative
Director; Jess Lee, Copywriter; Mohammed Beshir, Senior Flash Designer;
Other Contributors – Itiya Wolman, Associate Director, Production; Derick
Melander, User Experience Lead; Matt Adelhock, Web Developer; Submitter
– Jared Watson, Marketing Manager
BRONZE WINNER
My Knee and Me
Brand / Company
SUPARTZ®JFT / Smith & Nephew, Inc.
Team members
Steve Stiffler, Global Marketing Director, Joint Fluid
Therapy; Patricia Carter, Senior Manager, Global Market
Development; Stephanie Jones, Product Manager, Joint
Fluid Therapy
Agency
Beacon Healthcare Communications: Account Team
– Steve Hufnagel, Director, Interactive Development; Leo
Gartsbeyn, Sr. Developer; Creative Team – Tim Millas,
Managing Partner/Creative Director; Dave Irvine, Director, Interactive Design; Other Contributors – Ralph Demmler, Manager, CRM; Submitter – David Klein, Director,
Interactive & CRM
34 | DTC Perspectives • June/July 2011
Robert Griffith of Beacon Healthcare (left) accepts the Bronze award from Scott Ehrlich of
DTC Perspectives, Inc.
BESTWebsite Campaign
Brand / Company
LAPBAND®System / Allergan
GOLD WINNER
a d v e r t i s i n g
lapband.com
Team members
Jenna Mons, Product Manager, LAP-BAND®System
Agency
Klick Pharma: Account Team – Martine Taylor,
Group Account Director; Creative Team – Glenn
Zujew, Creative Director; Other Contributors – Brad
Einarsen, User Experience; Mike Melnick, User
Experience; Steve Wagman, Senior Project Manager;
Hoshil Desai, Senior Project Manager; Mike Stewart,
Technical Architect; Lucas Sokolowski, Associate
Project Manager; Submitter – Mary Deacon, Digital
Account Planner
SILVER WINNER
zimmer.com
Brand / Company
Zimmer / Zimmer
Team members
BRONZE WINNER
mykneeandme.com
Brand / Company
SUPARTZ®JFT / Smith & Nephew, Inc.
Agency
Beacon Healthcare Communications: Account
Team – Steve Hufnagel, Dir. Interactive Development;
Leo Gartsbeyn, Sr. Developer; Creative Team – Tim Millas, Managing Partner; Dave Irvine, Director, Interactive
Design; Other Contributors – Ralph Demmler, Manager,
CRM; Submitter – David Klein, Dir. Interactive & CRM
2 0 1 1
Team members
Steve Stiffler, Global Marketing Director, Joint Fluid
Therapy; Patricia Carter, Senior Manager Global Market
Development; Stephanie Jones, Product Manager Joint
Fluid Therapy
a w a r d s
Mark Nolan of Digitas Health (left) accepts the Silver award from Scott
Ehrlich of DTC Perspectives, Inc.
Agency
Digitas Health: Account Team – Tris Oakley, VP/Group Director, Marketing; Scott Eagerman, VP/Director, Marketing; Michelle
Meyer, Manager, Marketing; Suman Shah, Project Manager; Creative
Team – Michael Tiedemann, SVP, Creative; Inal Olmez, Assoc. Director, Creative; Ellen Lerner, Lead Creative; Other Contributors – Neeta
Goplani, Lead Interaction Designer; Bethany Bayer, VP/Director, Account Planning; Adam Birkenhead, VP/Director, Internet Solutions
Technology; Submitter – Carly Kuper, Corporate Communications
Beacon Healthcare’s Robert Griffith (left) is presented with the Bronze award by Scott Ehrlich of DTC Perspectives, Inc.
DTC Perspectives • June/July 2011 |
35
a d v e r t i s i n g
a w a r d s
2 0 1 1
BESTBranded Print Campaign
Imagine the Possibilities
Brand / Company
STELARA / Centocor Ortho Biotech, Inc.
Team members
Ed Kalaha, Group Product Director; Laila Chamaa, Product Director
Agency
Draftfcb Chicago: Creative Team – Janet Barker-Evens- EVP,
Group Creative Director; Michelle Tucker, VP, Creative Director;
Stacy Izard, Senior Art Director; Kelly Mayo, Senior Art Director;
Steve Miller, Copywriter; Account Team – Jennifer Neumann, SVP,
Group Management Director; Christine Lindquist - SVP, Group
Management Director; Lori Schuermann, Management Director;
Ashley Donahue, Account Supervisor; Antoinette Fadera, Account
Supervisor; Maren Neely, Account Executive; Jenny Cooper, Account Executive; Max Julius, Account Executive; Other Contributors – Kate Caldwell, SVP, Group Strategic Planning Director; Dan
Korpolinski, SVP, Customer Intelligence Director; Ray Advani,
Customer Intelligence Director; Erin Chun, Customer Intelligence
Senior Analyst; Jake Carter-Lovejoy, Customer Intelligence Analyst
GOLD WINNER
(From left) Jennifer Neumann of Draftfcb Chicago, Christine Lindquist of Draftfcb Chicago,
Diana Steblai of J3 Media, Laila Chamaa of Centocor Ortho Biotech, Inc., Michelle Tucker of
Draftfcb Chicago, Ed Kalaha of Centocor Ortho Biotech, Inc., accept the Gold award from Scott
Ehrlich of DTC Perspectives, Inc.
DTC Beaker
SILVER WINNER
Brand / Company
ULORIC / Takeda Pharmaceuticals
Team members
Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri
Shah, Brand Manager; Jeff Eaton, Product Manager
Heidi Gillmore of Takeda Pharmaceuticals receives the Silver
award from Scott Ehrlich of DTC Perspectives, Inc.
Agencies
Rosetta: Account Team – Leslie Donovan, Partner, Account Management; Patti
Habig, Assoc. Partner; Kelly Tanko, Account Supervisor; Creative Team – Dave Mihalovic, Executive Creative Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art Director; Other Contributors – Mark McConaghy, Director of Strategy;
Maria Topping, Program Manager; Submitter – Mike Diamond, Director of Strategy
GSW Worldwide: Account Team – Jim Nickell, VP/Account Director; Kim Fantine, VP/Account Director; Creative Team – Randall Montgomery, Group Creative
Director; Kurt Richards, Creative Director/Copywriter; William Harbort, Sr. Art
Director; Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly Seymour, Associate Design Director
Numbers
Brand / Company
Onglyza / AstraZeneca PLC & Bristol-Myers Squibb
BRONZE WINNER
Team members
AstraZeneca: Leslie Schaefer, Consumer Brand
Director; Jennifer McIlvaine, Consumer Marketing
Manager; Mara Rastovsky, Consumer Insight Senior
Manager
Bristol-Myers Squibb: Allyson McMillan-Youngblood, Consumer Director, US Diabetes Franchise
Agency
JWT: Account Team – Howard Courtemanche,
CEO, Health; Greg Lao, Business Director; Melissa
McCarter, Account Manger; Creative Team – Bob
Froelich, EVP, Creative Director; Bob Tabor, Creative Director; Mari Helen Bohen, Creative Director;
Other Contributors – Leo Tarkovsky, Director of
Healthcare Business Strategy; Charles Martin, Planning Director; Submitter – Kathleen Comer, Account
Associate
36 | DTC Perspectives • June/July 2011
(From left) JWT’s Greg Lao, Robert Tabor, Mari Helen Bohen, and AstraZeneca’s Jennifer McIlvaine,
Bristol-Myer Squibb’s Allyson McMillan-Youngblood, and AstraZeneca’s Leslie Schaefer accept the Bronze
award from Scott Ehrlich of DTC Perspectives, Inc.
BESTBranded Television Campaign
GOLD WINNER
a d v e r t i s i n g
Extreme Measures –
Nighttime Heartburn
Brand / Company
Nexium / AstraZeneca Pharmaceuticals LP
Team members
Nate TenHuisen, Consumer Brand Director; Alex Dyer,
Consumer Brand Leader; Karen Johnson, Consumer Promotions
Manager; Mark Keese, Consumer Insights
Agency
Saatchi & Saatchi Wellness: Account Team – Ned Russell,
Managing Director; Jennifer Shirley, Director of Client Services;
Creative Team – Helayne Spivak, Chief Creative Director;
Stuart Fink, SVP Creative Director; Ryan Smith, Art Director;
Other Contributors – Chuck Kinsinger, Producer; Jacob Braude,
Strategic Planner; Chris Farrell, Media Planning; Submitter – Marie
Brogdon, Account Supervisor
(From left) Stuart Fink of Saatchi & Saatchi Wellness accepts the Gold
award from Elaine King and Tom Delaney of CBS, sponsor of the
Best Branded Television category.
PAD GATV: Coffee Shop
SILVER WINNER
Brand / Company
PLAVIX / Bristol-Myers Squibb & sanofi-aventis
Team members
Ingrid Nagy, Director, Consumer Marketing; Uri Edell,
Marketing Product Manager
DTC Beaker
Brand / Company
ULORIC / Takeda Pharmaceuticals
BRONZE WINNER
Team members
Heidi Gillmore, Brand Director; Katie Rosinski, Senior Brand Manager; Madhuri Shah, Brand Manager; Jeff Eaton, Product Manager
2 0 1 1
Agencies
Rosetta: Account Team – Leslie Donovan, Partner, Account
Management; Patti Habig, Assoc. Partner; Kelly Tanko, Account
Supervisor; Creative Team – Dave Mihalovic, Executive Creative
Director; Jeff Mickolas, Creative Director; Amanda Rutheny, Art
Director; Other Contributors – Mark McConaghy, Director of
Strategy; Maria Topping, Program Manager; Submitter – Mike Diamond, Director of Strategy
GSW Worldwide: Account Team – Jim Nickell, VP/Account
Director; Kim Fantine, VP/Account Director; Creative Team –
Randall Montgomery, Group Creative Director; Kurt Richards,
Creative Director/Copywriter; William Harbort, Sr. Art Director;
Other Contributors – Chris Sonderman, Sr. Brand Designer; Kelly
Seymour, Associate Design Director
(From left) Kim Fantine of GSW Worldwide and Heidi Gillmore of Takeda receive the
Bronze award from Elaine King and Tom Delaney of CBS, sponsor of the Best Branded
Television category.
DTC Perspectives • June/July 2011 |
a w a r d s
(From left) Uri Edell of Bristol-Myers Squibb and John O’Brien of MRM Worldwide are presented with the Silver award by CBS’ Elaine King and Tom Delany, category sponsor.
Agency
MRM Worldwide/Princeton: Account Team – Marcy
Q. Samet, Managing Director; Creative Team – Stefanie
Rossi, Account Supervisor; Richard Eber, Executive Creative
Director; Lydia Malcolm, SVP Group Creative Director;
Jenny Raybould, VP Associate Creative Director; Other
Contributors – Hal Walters, Creative Director; Michael
Ferguson, Broadcast Producer; Benjamin Weisman, Creative
Director; Submitter – John O’Brien, SVP, Group Account
Director
37
Digital Speak Translates into a
Point-of-Care Conversation
With point-of-care becoming more digitized, new opportunities are being created for marketers to more
effectively target and engage with their consumers. Innovative digital point-of-care offerings allow marketers
to micro-segment, provide the most current and accurate information, and create a new level of interaction
with consumers.
by
I
Dan Stone
f you overheard a conversation between a DTC marketer
and a media company discussing targeting, measurability, interactivity, flexibility, location-based services, smartphones, iPads, and QR codes, you might expect the media
company to be an online eHealth business. But more and
more, conversations like these are taking place about point-ofcare:
•How can I utilize digital technology to connect consumers with my brand(s) in a meaningful way that drives
patient-physician dialogue?
•What role does environment play in delivering targeted
messages to patients?
•With tightened budgets and reduced sales forces, are there
more effective ways to deliver patient-specific messages?
•Is it possible to react in real time to changes within a
launch or an ongoing campaign?
•How can I best combine media consumption and prescription data to measure program effectiveness directly?
38 | DTC Perspectives • June/July 2011
Integrating digital solutions at the point-of-care can help
DTC marketers build immediacy, connectivity and relevance
among consumer/patient prospects – while increasing brand
awareness, physician-patient dialogue and compliance for prescription therapies and treatments. At the point-of-care, marketers have a unique opportunity to engage and interact with
their target audience in a captive trusted environment, thereby
engaging the elusive, multi-tasking target consumer.
A digital evolution
But this wasn’t always the case. In the mid-to-late 90’s,
point-of-care programs were almost exclusively limited to
paper-based solutions, and even the waiting room networks
were delivered via analog DVD and, true to the times, lacked
interactivity and segmentation beyond demographicallydefined networks.
Today, technology has allowed media platforms to evolve
from analog, static marketing to a digital landscape of customer-centric marketing tools that offer cutting-edge ways to
Digitizing Point-of-Care
interact with consumers, thereby ushering in the age of digital
marketing – and point-of-care has reacted.
The new point-of-care is composed of digitally-delivered
programs with nimble, flexible reach and opportunities to
communicate with targeted captive consumers/patients right
before the patient-doctor conversation and the critical prescription-writing decision.
Making DTC messages an interactive experience
One of the factors that makes the digital environment so
potent at the point-of-care is interactivity. With the rise in
patient consumerism and the growth in Web-based resources,
consumers/patients are no longer passive participants in their
own healthcare. Today’s empowered patients are seeking
information on options, side effects, alternatives, cost/insurance coverage and often bring their own health recommendations to an appointment. The movement to self-health advocacy has made interactivity integral to a DTC brand-marketing
strategy.
[QR codes or MS Tag technology] allow the
user to continue the waiting-room education
experience long after the visit.
Consumers/patients are actively engaged, experiencing a
brand through a variety of media and methodologies: print,
broadcast, online, and experiential events. Attracting consumer
attention at the point-of-need, when and where it matters
most, and generating invaluable interaction at the moment
patient meets doctor, should be an imperative goal of any
DTC marketing plan in 2011-2012.
A captive environment creates a
digital laboratory
The waiting room has truly become the “doing” room, as
patients use this captive time (27-minute average wait time)
to educate themselves about health issues, and find information tailored specifically to their condition. Existing digital
technology allows waiting-room patients to experience brands
with the kind of full sight, sound and motion they’ve come
to expect – and to which they are most responsive. Adding
interactive digital capabilities at the point-of-care moves one of
DTC’s most effective methods of customer acquisition into the
realm of compliance and adherence. Consumers/patients are
increasingly entering the waiting room with their smartphones
and iPads. So what are some of the digital technologies savvy
DTC marketers are utilizing at the point-of-care to reach an
ever more elusive, multi-tasking consumer/patient? SMS text
messaging, quick response codes and MS Tag technology, and
health-related software apps.
Smartphones are the go-to tool for consumers on the go.
Consumers are using their hand-held devices regularly to
access news, information and entertainment – and not just
among early adopters, but among a growing number of Americans of every age. In fact, a recent Manhattan Research study
reports that over 10 million online adults looked up health
information via their cell phone in the last year.1 And every
year that goes by, the distribution of active users includes older
and older consumers/patients.
Innovative waiting-room programs have consumers/
patients interacting with the big TV screen to create action on
the smaller cell phone screen. Text-based messaging programs
lend themselves to more personalized messaging and help marketers add to their databases and capture all important e-mail
addresses for future contact. Plus, text messaging provides the
ease-of-use consumers expect – and the guaranteed privacy
they need. Companies making best use of text messaging are
currently using SMS patient programs to drive traffic to their
websites, build their CRM databases, stimulate membership in
online communities, offer downloadable coupons, and allow
patients to take advantage of co-pay reduction programs.
QR codes or MS Tag technology – two-dimensional bar
code technology – enable patient participation through the use
of bar-code reader applications. Patients scan the image of the
QR code posted in the office – on video screens or static wallboards – to display text, display contact information, connect
to a wireless network, or open a Web page in their phone’s
browser. These technologies allow the user to continue the
waiting-room education experience long after the visit.
Health-related applications – Apple’s positioning that
“there’s an app for that” – is gaining momentum in the
healthcare space. Aimed to help change, improve or monitor
healthcare behavior, free and for-pay health-related apps offer
consumers everything from calorie-counting calculators to
recipe downloads, smoking cessation programs and step-bystep exercise moves.
An example of a company that demonstrates the synergy
between iPhone and iPad apps and the point-of-care environment is Everyday Health. This health-based content provider
offers a free downloadable app to help patients eat right, stay in
shape and lead a healthier life in general.
For practitioners, Epocrates provides clinical solutions to
healthcare professionals and interactive services to the healthcare industry. Most commonly used on mobile devices at the
point-of-care, this app helps healthcare professionals make
more informed prescribing decisions, enhances patient safety,
and improves practice productivity.
DTC Perspectives • • June/July 2011 |
39
Digitizing Point-of-Care
What about the much-hyped social media in the digital
space? With the lack of clear FDA guidelines, increasing sensitivity to HIPAA rules and hard-to-evaluate “experts” weighing in on vital issues, social media in the pharmaceutical space
is still in its infancy. A lot of work needs to be done within this
digital platform to ensure accuracy, privacy and protection for
its users. Cautious DTC marketers are generally taking baby
steps at this point.
Targeting patients by condition – from allergies and diabetes to depression and heart disease – offers DTC marketers
the ability to speak to only those patients being treated for that
condition. Relevant content on specific medical conditions
helps to reinforce the need for preventive and follow-up care
and helps to ensure that patients are kept up-to-date on the
latest developments in the areas of health they care about most.
Digital provides efficiency through
micro-segmentation
National programming at the point-of-care can now be
brought to the local level with geographic locators, retail finders and local weather forecasts. Patients can learn about the
upcoming weather forecast along with local health information
about flu, allergies and colds happening right in their community. Retailers can air a national ad followed by information
telling where the closest store is in relation to the office where
the viewer is located. Consider how convenient it would be
to receive a prescription and then see the location and phone
numbers of the three nearest pharmacies. Patients become
more involved with content that speaks to their own “backyard” and provides them with important local resources for
post-visit purchases – a win for both the DTC marketer and
retailer.
Perhaps the most significant impact of digital technology
at the point-of-care is the ability to segment and target audiences with great precision. Imagine purchasing a traditional
TV schedule where you could beam your brand’s commercial
into the homes of only the most relevant viewers. With pointof-care digital television, DTC marketers can air their message
exclusively in the waiting rooms they most desire. Microsegmentation not only reduces media waste, but also gives
marketers the means to speak directly to their best prospects in
the way that best meets their objectives and budgets.
Instead of educating an entire network
with a targeted health message, brands can
strategically target only the waiting rooms
of patients who are being treated with
relevant medications.
Digital technology allows for robust waiting room networks
with maximum desirability, delivering customized messaging
to a target audience. AccentHealth (my company) now offers
12 condition-specific networks and 4 demographic-defined
networks composed of relevant specialists and/or high-writing
prescribers. Context Media offers two
small, highly targeted networks
composed of Diabetes and RA
specialists. Instead of educating
an entire network with a targeted
health message, brands can strategically target only the waiting rooms
of patients who are being treated
with relevant medications.
This concept can be taken
even further with micro-segmentation, thereby extending
to regions, zip codes, specialists,
etc. as a supplement to reduced
direct-sales force efforts.
40 | DTC Perspectives • June/July 2011
Digital takes national to neighborhood
Digital provides flexibility for fall-out and
fast-action
Digital technology at the point-of-care allows DTC marketers an unprecedented level of flexibility either to blast a
campaign into a market or pull the plug on a potential issue.
In 2010, DDMAC issued more than a dozen warning letters
creating potentially dangerous situations for DTC advertisers,
indicative of the volatility and sensitivity around DTC ads.
The ability to adapt a campaign in real time offers marketers
a safeguard in times of relative regulatory uncertainty. By the
same token, this technology allows
for new creative to enter a schedule
with only days notice. This flexibility offers later creative deadlines,
allows for airing longer creative
units, absorbs the impact of FDA/
DDMAC compliance issues, and is
reactive to recalls – keeping patient
information accurate, competitive
and up-to-the-minute.
Measuring impact and
delivering ROI
Measurability has always been a
critical component at the point-ofcare. In fact, point-of-care media
Digitizing Point-of-Care
companies have a unique capability to achieve the media “holy
grail” – explicitly matching media consumption with physician
interaction and Rx purchasing to measure a true ROI. eHealth
companies are taking advantage of the significant investments
in online measurement technologies to calculate ROI, but few
of these approaches are directly matching consumers/patients
with prescriptions, relying instead on panel-based research or
projections based on heuristic models.
What’s next?
Direct-to-consumer marketers need to develop a solid grasp
of the breadth of digital strategies at the point-of-care, or they
risk missing out on channels most relevant to their target audiences – and missing out on the opportunity to engage and
interact in a captive environment, thereby reaching an elusive,
multi-tasking, consumer/patient with trusted content. And
with rapid changes in technology, we can expect to see the
point-of-care environment as a media becoming even more
digital in the future.
In the year ahead, look for greater integration between
point-of-care and eHealth companies forming a virtuous
circle on the consumer/patient path to purchase; from online
research at home to promoting patient-doctor conversations
at the point-of-care, to signing up for a drug manufacturer’s
CRM system via e-mail in the waiting room, to participating in a compliance/adherence program. Digital technology
enables a true 360° approach to providing patients with the
education and the help they need when they need it most, in
the format that they prefer. We expect to see point-of-care
companies invest directly online with consumer applications,
and perhaps more significantly, start to partner with eHealth
companies to offer integrated solutions.
The future of marketing at the point-of-care is bright… and
increasingly digital. DTC
1. Source: “Catch the New Pharmaceutical Marketing Wave: Trends and Strategies for Reaching Today’s Healthcare Consumer 2009”, Manhattan Research
Dan Stone is chief executive officer of AccentHealth, LLC, a leading point-of-care media company featuring America’s largest Health
Education TV Network, with award-winning programming provided
by CNN, and aired to 158 million viewers annually in over 12,300
physician waiting rooms nationwide. Today, over 40,000 physicians
complement their patient-education efforts with AccentHealth’s awardwinning programming customized for 12+ condition-specific and
demographic segmented networks. Stone can be reached by e-mail at
[email protected] or by telephone at (212) 763-5100.
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TION
A
R
T
S
REGI N NOW
OPE
Marketing to the Digital Consumer Conference:
Pharma Best Practices Present and Future
October 12-13, 2011, Crowne Plaza,
Fairfield, NJ
Focused on digital and social media
featuring the latest trends, what’s
possible and where there’s potential for
brand improvement.
The DTC National Conference – The
Forum for DTC Thought Leaders
April 2012, Washington DC
Regarded in the industry as the “must attend
conference of the year,” this three-day
event brings together best-in-class
industry experts, thought leaders
and marketing gurus to address industry members.
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DTC Perspectives Magazine – The Quarterly
Resource For DTC Thought Leaders
The Regional
Marketing Roadmap
R E V I E W
Overall DTC Spending Declines 9.2% in Q1-3 2010
Free Publication for DTC Marketers. Read by industry
leaders for over a decade, DTC Perspectives is the
industry’s only magazine devoted exclusively to DTC
Pfizer Producing Seven of Top 20 Promoting Brands
Brand
Manufacturer
Lipitor
Advair Diskus
Cialis
Cymbalta
Abilify
Pristiq
Plavix
Symbicort
Chantix
Lyrica
Toviaz
Lovaza
Crestor
Singulair
Viagra
Simponi
Trilipix
Boniva
Vyvanse
Pfizer
GlaxoSmithKline
Lilly USA
Lilly USA
Otsuka America / Bristol-Myers
Pfizer
Bristol-Myers / Sanofi-Aventis
AstraZeneca
Pfizer
Pfizer
Pfizer
GlaxoSmithKline
AstraZeneca
Merck & Co.
Pfizer
Centocor Ortho Biotech
Abbott Laboratories
Roche / Genentech
Shire
Spiriva
Boehringer Ingelheim / Pfizer
Q1-3 2009
Q1-3 2010
$ Change
$155,572,800
$128,696,300
$122,028,600
$141,415,900
$150,136,800
$70,691,300
$113,096,800
$91,483,100
$38,671,500
$114,818,900
$23,262,500
$5,162,400
$96,436,200
$70,680,700
$88,636,200
$124,400
$39,750,400
$61,381,200
$73,207,700
$204,795,300
$169,488,400
$158,180,200
$146,388,000
$122,396,800
$112,960,000
$103,544,600
$102,071,200
$99,514,300
$93,164,900
$84,171,300
$79,893,800
$79,032,100
$67,844,800
$65,682,100
$61,884,000
$56,349,100
$55,535,300
$52,821,800
$49,222,500
$40,792,100
$36,151,600
$4,972,100
-$27,740,000
$42,268,700
-$9,552,200
$10,588,100
$60,842,800
-$21,654,000
$60,908,800
$74,731,400
-$17,404,100
-$2,835,900
-$22,954,100
$61,759,600
$16,598,700
-$5,845,900
-$20,385,900
% Change
31.64%
31.70%
29.63%
3.52%
-18.48%
59.79%
-8.45%
11.57%
157.33%
-18.86%
261.83%
1,447.61%
-18.05%
-4.01%
-25.90%
49,645.98%
41.76%
-9.52%
-27.85%
$56,565,600
$51,757,100
-$4,808,500
-8.50%
Total Spending for Top 20 Brands
$1,641,819,600
$1,967,475,100
$325,655,500
19.84%
Total Pharma Spending
$3,381,974,400
$3,070,994,000
-$310,980,400
-9.20%
While TV and Internet Lose Slight Market Share
marketing.
6%
Media Type
0%
5%
56% Television
32% Magazine
6% Newspaper
32%
56%
5% Internet
1% Radio
0% Outdoor
Total Pharma
Spending
Q1-3 2009
Q1-3 2010
$ Change
$1,730,615,800
-$374,731,400
$932,512,200
$218,069,900
$19,552,300
$972,458,400
$186,098,000
$154,266,200
$25,226,300
R
$39,946,200
% Change
Scott Weintraub
able resources. It is important to have a rapid deployment team
ready to take advantage of local market changes as they happen. The overall objective is to drive product performance and
improve ROI through efficient resource deployment and allocation. Other benefits of regional marketing include reduced
program waste and improved productivity for the marketing
and sales teams.
Establishing your plan of action
Regional marketing consists of three disciplines: regional
strategy, regional plan development and regional deployment.
Regional Strategy – In this initial step, assess the many
factors influencing brand performance in each market and
evaluate the company’s capabilities for handling regional
marketing. Next, develop a vision for how regional marketing innovation can help your brand. Then work to gain
-17.80%
DTC Perspectives • March 2011 |
4.28%
$82,555,300
79.73%
-$63,803,700
-29.26%
$5,674,000
29.02%
$2,950,100
$2,329,200
-$620,900
-21.05%
$3,381,974,400
$3,070,994,000
-$310,980,400
-9.20%
35
In This Issue
Source: Kantar Media for DTC Perspectives, Copyright 2011.
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio,TV, Internet, cinema, mobile, social media,
and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences,TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and
delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com. For more information, send an e-mail to David Wood at [email protected].
Savings Offers: Reach
The Right Audience
12 | DTC Perspectives • March 2011
Which Comes First,
The Website or Ad?
Using Posting Analysis
to Gain Competitive
Intelligence
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Communications
Six Key Skills of a Future Brand Champion
Driving Product Demand
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DTC in Perspective –
by CEO Bob Ehrlich
A Must-Read Weekly eColumn
by
egional marketing is a concept whose time has come.
As companies in the pharmaceutical, biotech and medical device (global change) markets begin to embrace
the idea, the question becomes: “How do we make regional
marketing a reality?”
First, let’s take a closer look at regional marketing. Regional
marketing is a targeted allocation of resources to markets / districts for the greatest return on investment (ROI). It is a strategy that relies on understanding regional variability and how
to harness it in order to maximize results. Marketers should
deploy regional marketing when variations exist among payer,
provider, prescriber, population, product, or place.
Regional marketing consists of grouping similar markets
based on common drivers and developing marketing strategies
March
2011drivers. With regional marketing, it is local
utilizing
key market
differences that help determine how to efficiently direct avail-
Vol. 10, No. 1
$2,105,347,200
$103,542,700
The Source For DTC Leaders
P E R S P E C T I V E S
Newspaper Seeing Significant Uptick in DTC Spend in Q1-3 2010
1%
Turning Insights into Innovation
Regional marketing identifies specific opportunities for sales growth and market share that national marketing
plans may not fully recognize. Understanding market variations and the key drivers behind these variations,
brand marketers can enhance a marketing plan with regional strategy, plan development and deployment,
leading to an increase in a brand’s sales performance.
Delivered Every Friday Morning to Your Inbox. A weekly blog column from
our chief executive officer Bob Ehrlich reflects his observations on key
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Medication Adherence
Leveraging the
Proven Benefits
of Behavioral
Coaching
With medication adherence in the spotlight, it’s no wonder that there are so many ideas floating around
on how to best tackle such an issue. It’s even more important for pharmaceutical marketers to rise above
the hype – identifying and evaluating fully developed solutions that have demonstrated proven success in
patient acquisition and adherence.
by
W
Derek Rago
ith as many as three out of four consumers admitting that they don’t always take their medications as prescribed, few can argue that medication
adherence is a significant issue impacting the nation’s health
system. Failure for patients to follow their medication regimen can
have costly and sometimes even deadly consequences. According
to the New England Healthcare Institute, non-adherence can cost
the healthcare system nearly $290 billion annually and accounts
for approximately 13 percent of the total healthcare expenditures.
For pharmaceutical companies, lost revenue associated with
non-adherence represents a huge opportunity. To effectively
combat non-adherence, the industry must explore patientcentric approaches that keep patients more closely tethered to
their brands, increase adherence rates and improve patients’
quality of life. 44 | DTC Perspectives • June/July 2011
Changing consumer behavior
With this back-drop, it is no wonder that adherence has
become such a hot topic. It also explains why we have seen
a slew of “sexy” adherence solutions designed to garner
consumer attention – ideas such as pill bottles that can send
patients text reminders to take their medication, Web programs that can provide physicians with patient-specific information about their refill behavior, or instruments that transmit
data to caregivers. While some of these tools have the ability to
improve adherence in certain situations, we cannot lose sight
of the fact that there is no silver bullet – no mass-market, onesize-fits-all approach. Results from a solution that uses just one
tool – whether it’s compliance packaging, reducing co-pays or
utilizing “sexy” technology – may become marginalized if the
program does not address the underlying barriers of adherence. COMBATING ADHERENCE DROP-OFF
COMBATING ADHERENCE DROP-OFF
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#DTCDigital
Top 25
DTC Marketers
P RE
S ENTING
The Top
25 DTC Marketers
of the Year
For the 10th consecutive year, DTC Perspectives awarded the Top 25 DTC .
Marketers recently. The 2011 class includes representatives from nearly 20 different
manufacturing companies with a broad range of consumer Rx experiences.
DTC Perspectives proudly presents its
10th annual compilation of Top 25 DTC Marketers of the Year. This year’s group encompasses a wide array
of DTC responsibilities, from
brand marketing
to media planning to consumer engagement.
“These elite
pharmaceutical
marketing professionals are this
year’s top conExclusively for the
tributors to the
Top Marketers and
their guests, a private
advancement of
luncheon celebrated the
patient outcomes
accomplishments of the
2011 group, including
via direct-to-condisplay boards showcasing
sumer pharmaeach member of the Top
ceutical education
Marketers.
and marketing,”
explained Robert Ehrlich, DTC Perspectives chairman.
To honor the 2011 group, Top Marketers
and their guests were invited to a special private
luncheon, sponsored by PARADE Magazine,
immediately following the DTC National Conference. “PARADE is pleased to join DTC Perspectives in recognizing this year’s Top 25 DTC
48 | DTC Perspectives • June/July 2011
Marketers,” said PARADE Group Publisher,
Brett Wilson. “These leaders are setting the
benchmark in the industry and driving innovation in their field.”
The Top 25 DTC Marketers are selected after an industry-wide nomination process,
beginning in late 2010. With
the help of past Top 25 Marketers, other key pharma
executives and agency leaders,
a comprehensive list with
many worthy
DTC marketers represented is reviewed
and narrowed
down to the
final Top 25.
Due to the
outstanding
entries we
received from the industry this year, we have
co-awarded two marketers whose individual
efforts resulted in a collaborative success.
Congratulations to every member of this
year’s Top 25 DTC Marketers of the Year.
On the following pages, each Top Marketer is
profiled.
an apple a day is so
yesterday
PARADE offers Americans practical steps for better living with
a dose of wellness, nutrition, beauty and medical news.
69 million readers • 41.5 million uniques
mediakit.parade.com
36 million readers • 8.8 million uniques
5.7 million uniques
Source: GfK MRI Fall 2010, Dash based on Spring 2010 publisher-defined prototype;
comScore, December 2010 (Parade [E], Dashrecipes [E], HealthyStyle [E])
Top 25 DTC Marketers
Emily Baier
E
mily Baier joined Boehringer
Public Relations, Respiratory Marketing
Ingelheim Pharmaceuticals, Inc. Boehringer Ingelheim Pharmaceuticals Inc.
(BIPI) in 2009 as a public relations
manager supporting the entire respiratory
franchise including prescription drug medicines Atrovent®, Combivent®, and the company’s
blockbuster Spiriva®. In her first year with the company, Baier was a recipient of the President’s Award, BIPI’s highest honor, for seamless execution of public relations activities related
to an FDA advisory committee.
In 2010, Baier co-led the development and launch of DRIVE4COPD, a multi-faceted
public health awareness campaign to drive fundamental change for COPD (chronic obstructive pulmonary disease), the nation’s fourth leading cause of death. Committed to reaching the
millions of Americans living with COPD unknowingly, the effort set out to screen one million people for their risk of the disease. Baier’s tenacity and collaborative nature helped align a
broad cross-functional team of representatives from more than 10 internal departments and secure diverse partners such as
the COPD Foundation and Country Music Association. These efforts also resulted in the DRIVE4COPD becoming the
first-ever “official health initiative of NASCAR.” To date, more than a dozen pharmacies and more than 15 Fortune 500
companies including Ford, 3M, Sprint and Coca-Cola have helped screen employees, members
and customers. DRIVE4COPD is now the largest collaboration of celebrities,
advocacy groups and corporate partners working together to raise awareness
of COPD and has already been recognized with several industry awards – in
addition to achieving its ambitious goal of screening one million Americans at risk for the disease in its first year. Prior to joining Boehringer Ingelheim, Baier spent five years in
the Cambridge, MA office of Feinstein Kean Healthcare, an Ogilvy
Public Relations company. In this role, she oversaw scientific and
consumer public relations activities for a variety of pharmaceutical
clients, including the development of several award-winning PRdriven relationship management programs. She earned her B.A. in
Boehringer Ingelheim’s Emily Baier receives her Top Marketer award
American Studies at The George Washington University.
from PARADE’s Mike DeBartolo.
L
isa Brogan Schafer has recently
transitioned to a new role within
Marketing Communications Manager
Merck and Co., Inc. as an interInternational Cardiovascular Diversified Brands national marketing communications
manager responsible for the creation of
Merck & Co., Inc.
physician promotion material supporting
the cardiovascular products Cozaar/Hyzaar, Zocor and Renitec. Prior to this assignment, she was
a promotion manager with the Vaccine Division and responsible for the development and execution of the U.S. consumer communication plans
for Gardasil including print, online media, social
media, direct marketing, out-of-home, and search
for the following campaigns: “One Less” campaign
supporting the male indication, the “Next Step in
Prevention” Summer Vaccination program and the “Gardasil on Campus”
program.
Over the past 13 years, Brogan Schafer has held various positions at
Merck, including market research associate, professional sales representative
and information technology analyst.
She has earned an MBA in Marketing and Finance from Seton Hall in
New Jersey and a BBA in Management Information Systems from Loyola
College in Maryland. She resides in the suburbs of Philadelphia with her Lisa Brogan Schafer of Merck & Co., Inc. accepts her Top
Marketer award from Mike DeBartolo of PARADE.
husband, Steve, and they are expecting their first child. Lisa Brogan Schafer
50 | DTC Perspectives • June/July 2011
CONGRATULATIONS LISA!
ON BEING NAMED A DTC TOP MARKETER OF THE YEAR.
FROM YOUR FRIENDS AT RAPP.
Top 25 DTC Marketers
Kellie C. Boyle
Sr. Director of Marketing
CVMU Business Unit
GlaxoSmithKline
K
ellie Boyle is a senior director of marketing with GlaxoSmithKline, based in Research
Triangle Park, N.C. Boyle is responsible for the oversight of all consumer communications within the CVMU (Cardio Vascular, Metabolic, Urology) Business Unit. The
unit includes or has included such brands as Avodart, Lovaza, Vesicare, and Boniva. She has
also led several brand teams as well as the direct to consumer efforts for brands within GlaxoSmithKline’s respiratory division, including Flonase nasal spray for the treatment of nasal allergies and Advair Diskus for the treatment of both asthma and COPD. Her work in the respiratory division led to her being named one of the Top 25 Marketers of the Year in 2005 by DTC Perspectives.
Prior to joining GlaxoSmithKline, Boyle worked for Bayer Consumer Care for several years where she worked on
brands like One-A-Day Vitamins, Bayer Aspirin, and Midol. In addition to traditional packaged goods marketing experience, she has also worked for an advertising agency and as a finance manager for several magazines.
In 2007, she received the “Distinguished Young Alumni Award” from the University of South Carolina where she
earned her MBA; she also has an undergraduate degree in Accounting from West Virginia University. Boyle was born
and raised in Pittsburgh, Pennsylvania. She currently lives in Cary, N.C. where she is ridiculously happily married to Bob
Boyle of Cary, N.C., by way of Kilmarnock, Scotland. She is consumed by home renovation projects, loves to cook and
is the proud mother of two very funny little boys.
Jennifer Havens
Deputy Director Consumer Marketing
Sanofi Pasteur Inc.
J
ennifer Havens is currently the deputy director of consumer marketing for Sanofi Pasteur.
She started her marketing career in 2007 as the deputy director product marketing associate for the boosters franchise and was instrumental in increasing category awareness among
consumers.
In 2009, Havens launched “Sounds of Pertussis.” This fully integrated PR, DTC and online
educational campaign began to increase awareness of pertussis (whooping cough) and the
importance of adult vaccination.
Throughout 2010 she continued to lead the “Sounds of Pertussis” campaign as well as support it further with new and innovative
tactics that not only benefited the boosters franchise but Sanofi Pasteur as well. Based on her efforts, the campaign has achieved well
above industry standards in building disease awareness and has lead
to an increase in immunizations among the target population. Today
Havens continues to lead this campaign as well as lead the “Voices of
Meningitis” campaign.
Her previous roles have been biological products specialist and
manager regional sales trainer Northeast within Sanofi Pasteur.
Throughout her tenure, she has won several awards such as 100%
Club, Northeastern alliance and the CCC award in 2009.
Havens holds a Bachelor of Science degree in Community
Jennifer Havens of Sanofi Pasteur Inc. accepts her Top Marketer
Health Education from the University of Nebraska – Lincoln.
award from Mike DeBartolo of PARADE.
52 | DTC Perspectives • June/July 2011
You led the way on “Sounds of Pertussis.”
Now enjoy the sounds of applause.
Congratulations to Jenn Havens
for being named Top-25 DTC Marketer of the Year.
From your friends at the Kaplan Thaler Group.
Top 25 DTC Marketers
T
hroughout her professional experience, Heidi GillHeidi Gillmore
more has gathered a wealth of commercial experience
Director,
ULORIC Marketing
and has focused that expertise to improve patient
Takeda
Pharmaceuticals
care. From consulting to marketing, the diversity of GillNorth America, Inc.
more’s professional and academic career have enabled her to
hone in on innovative solutions to complex problems facing
the organizations she has served.
In 2004, Gillmore joined Takeda Pharmaceuticals North America, formerly TAP Pharmaceutical Products. During this time, she held roles in marketing, managed markets and business
development. She began her tenure by launching the first patient instant savings program for
Prevacid. Transitioning into the gout market, she analyzed the opportunities for a new chronic
treatment to determine an appropriate launch campaign towards both managed markets and
consumers. Gillmore led the creation of the original gout disease awareness promotional programming for managed markets professionals. In addition, she collaborated with her colleagues
to develop the promotional campaigns and eBusiness marketing plans for the commercial launch of ULORIC, the first
new treatment in chronic gout in over 40 years.
As a business development executive, she also helped to identify new opportunities to develop TAP’s product pipeline in rheumatology / immunology by identifying new leads and high priority targets among more than 90 different medical conditions.
Since 2008, Gillmore has focused her efforts on strategic planning and commercial development for ULORIC, a key
brand for the company. She directed the creation and development of all patient education materials, online content and
a CRM program to support disease state education and product promotion for
consumers. As brand director, she manages a cross-functional team encompassing consumer, professional and sales strategies, with a focus on identifying
sustainable and innovative programs that support disease education and brand
adoption. The goal is always to develop programming in a way that attempts to
positively impact patients’ lives. One of her proudest achievements has been the
conceptualization, development and implementation of the consumer promotional launch, a national advertising campaign.
Prior to Takeda, Gillmore served as a consultant with the professional services firm Arthur Andersen LLP, across various practices, including chemicals,
consumer products, healthcare, software, and management services industries.
Gillmore received a BA in management information systems from the College of Business Administration at the University of Northern Iowa. She
Gillmore of Takeda is presented with her award for
earned both a graduate certificate in health administration and policy, as well as Heidi
Top Marketer of the Year by Mike DeBartolo of PARADE.
her MBA in marketing and economics, from The University of Chicago.
C
arolyn Hobbs has had a diverse experience in
packaged goods, OTC, DTC, new products,
and payer marketing. While leading the Plavix
Director of Marketing Operations
consumer and payer marketing team at sanofi-aventis
sanofi-aventis U.S.
U.S., the brand won several awards, including DTC
National Advertising Awards.
Hobbs has had the opportunity to work with smart and enthusiastic colleagues and JV and
agency partners in the development of impactful and educational DTC advertising. In her current position as director of marketing operations at sanofi-aventis, she is developing marketing
Centers of Excellence. She takes the greatest pride in leading high performing teams and helping her colleagues develop and grow professionally.
Carolyn Hobbs
J
on Meneese has a BA in Biological Sciences and an MBA
Jon Meneese
in International Marketing/Brand Management from
Product Manager, Oracea
Washington University in St. Louis. After completion of
Galderma Laboratories
his MBA, Meneese was promoted to associate product manager for Clobex at Galderma, before ultimately working on
the Oracea brand as a product manager for the last two and a half years. He is currently in charge
of all consumer initiatives as well as medical education for the brand. In his three years in marketing at Galderma, he has won two President’s Impact Awards and two Inner Circle awards. Meneese
has also recently accepted a position in Galderma Global Marketing as the global brand manager for
Rosacea.
In the last two years, he has launched two DTC consumer campaigns, one branded and the
other unbranded. These campaigns along with other tactics have helped propel Oracea to the #5
product in all of Dermatology and one of the top 150 products in all of pharma.
In his spare time, Meneese enjoys both international and domestic travel, and playing basketball or any other type of sport.
54 | DTC Perspectives • June/July 2011
Heidi Gillmore
Carolyn Hobbs
Top 25 DTC Marketer of the Year
Top 25 DTC Marketer of the Year
Silver – Best Integrated Campaign (ULORIC)
sanofi-aventis
Gold – Best New Drug Launch (ULORIC)
Takeda Pharmaceutical Company Limited
Rosetta congratulates
all of our client partners
on their significant
achievements in DTC.
®
Allyson McMillan-Youngblood
Top 25 DTC Marketer of the Year
Leslie Schaefer
Bristol-Myers Squibb
Top 25 DTC Marketer of the Year
AstraZeneca
7200E
8000E
8800E
9600E
10400E
Pilots, inventors and builders for a connected world.
TM
1120
Top 25 DTC Marketers
Christopher D. Johnson
Consumer Brand Director, Seroquel XR
AstraZeneca Pharmaceuticals LP
A
s the consumer brand director for the SEROQUEL XR® brand at AstraZeneca,
Chris Johnson relies on his 14 years of consumer healthcare marketing experience
to create innovative, impactful direct to consumer (DTC) campaigns. Recently, he
engineered the launch of a new DTC campaign for SEROQUEL XR that spans television,
print, online and patient education. In his tenure at AstraZeneca, Johnson also led DTC
advertising for the company’s multi-billion dollar CRESTOR® brand, and facilitated workshops to identify new opportunities in social media across the
cardiovascular franchise.
Prior to joining AstraZeneca, he spent nine years with Johnson &
Johnson, where he helped re-position and re-launch the dormant St.
Joseph Aspirin brand, managed Tylenol’s seasonal business, and led
new product development. He also worked with the American
Automobile Association, and holds claim to developing the firstever teen driver training program for personal computers with
interactive digital video.
Johnson has a rigorous approach to creative development
– inspiring his agency partners and using research to build
effective advertising campaigns. He holds an MBA from Duke
University’s Fuqua School of Business in Durham, N.C. and
a Bachelor of Arts in Economics from Mary Washington College in Fredericksburg, V.A. In his personal time, he writes and
AstraZeneca’s Christopher Johnson (left) accepts his Top Marketer of the
records music, and has produced two CD’s as part of a program
Year award from PARADE’s Mike DeBartolo.
to raise money for the Special Olympics. He lives with his wife and
three children in Philadelphia, P.A.
Kerrie Patton
Media Services Consultant
Lilly USA
K
errie Patton has 15 years of media/advertising experience. She currently leads the consumer and HCP media planning and buying activities for all indications of the Cymbalta brand. Working directly with the brand team, Patton oversees all media activities
and is responsible for the allocation
of budgets in both national and local
media channels. Her expertise in local/
spot media has lead to an in-depth look
at the Cymbalta business on a regional
basis based upon disease prevalence, access advantage and opportunity. This has paved the way to Cymbalta’s first-ever localized
media plans in markets that out-perform the national average.
In her first year at Lilly USA, Patton received the Lilly Marketing Excel Award for Marketing that Matters, Brand Builder for
leading the Cymbalta Fibromyalgia media campaign launch that
more than doubled the indication request rate.
Prior to joining Lilly, she served as associate media director of
Young and Laramore Advertising Agency where she worked on
many consumer brands, including Steak ‘n Shake and Angie’s Kerrie Patton of Lilly USA receives her Top Marketer award from Mike
DeBartolo of PARADE.
List.
56 | DTC Perspectives • June/July 2011
E
d Kalaha joined the REMICADE® marEd Kalaha
keting team in 2004 when he led the straGroup Product Director, Dermatology
tegic entry into dermatology and received
STELARA®, REMICADE®
Standards of Leadership and Presidents Club
Centocor Ortho Biotech Inc.
awards for his leadership of the professional
market entry in psoriatic arthritis. He also led
the development of key infusion experience messaging that was adopted across the organization
and used across indications. Kalaha was promoted to product director in 2006 and moved onto
the REMICADE® consumer business where he led strategic business planning, forecasting and
developed consumer strategy for psoriasis. During this time his campaign was nominated for an
Rx Club Award and built the foundation for sustainable consumer programs via deep customer
insights. He also initiated and executed the build of a world-class customer relationship management system in partnership
with J&J IT that continues to be used today across
the organization.
Kalaha was the key architect for the DTC STELARA® launch. The
integrated consumer campaign spans several off-line and on-line
channels predominantly driven by television. The DTC campaign
has driven significant consumer activity, education and requests for
STELARA that helped contribute to the successful achievement of
brand revenue goals. He also partnered with corporate communications to launch innovative programs that occupy a unique space in
dermatology including “Fit-In-Your-Skin” and “Are You Serious”
campaigns.
Ed Kalaha of Centocor Ortho Biotech Inc. (left) is presented with his Top
Kalaha recently started a new role as group product director,
Marketer award by PARADE’s Mike DeBartolo.
dermatology, and is leading a team to deliver brand growth for both
REMICADE® and STELARA®.
R
alph Robinson is a marketing professional
with 20 years of industry experience. A graduate of Cornell University’s MBA program, he
DTC Marketing Director, Enbrel
began his pharmaceutical career at Eli Lilly and ComAmgen
pany in 1991. Robinson’s 12 years at Lilly included
roles in business development, sales, pricing, and market research. At Lilly, as a director of global market research, he helped launch the blockbusters
Zyprexa and Cymbalta.
After joining Amgen in 2003, the expertise gained from those product launches helped him
contribute to the positioning, messaging and materials development for Enbrel’s launch in Dermatology, where it is still the #1 most prescribed biologic for psoriatic diseases. Robinson’s work
on Enbrel has included the market research support for the creation of unbranded and branded
DTC TV campaigns for Enbrel, which helped him to make a smooth transition over to DTC marketing two years ago.
Growing out of his expertise in the discipline of market research, he
has proven himself as a champion of insight-driven marketing. Since
taking the DTC role, Robinson and his team at Amgen, in lock step
with their colleagues at co-promotion partner Pfizer, have revamped
Enbrel.com.
More recently, alongside his agency partners at AbelsonTaylor,
evoke interactive and MediaEdge, he launched an innovative disease
awareness TV campaign called “Overproduction” to educate patients
on the immune system connection to psoriasis and encourage them
to learn more on the Web. Notably, he and his Pfizer colleagues are
in the process of launching a major DTC campaign featuring Phil
Mickelson, a pro golfer who is treating his own psoriatic arthritis
with Enbrel. Robinson is an avid surfer and triathlete, and enthuRobinson of Amgen (left) receives his award for Top Marketer of
siastically supports the Challenged Athletes Foundation with its Ralph
the Year from PARADE’s Mike DeBartolo.
annual fundraising efforts.
Ralph Robinson
DTC Perspectives • June/July 2011 |
57
Voted most likely to:
Survive on a deserted island
Start her own #1 fan club
Misspell his own child’s name
Be a top 25 DTC
marketer of the year
Engage in intergalactic
debauchery
Travel back in time
Marry a yuppie
Overthrow a small third world
country
Be caught in the bathroom
smoking
Congratulations to Ed Kalaha for the well-deserved honor of
being 1 of the top 25 DTC Marketers of the Year!
Voted most likely to:
Become two dimensional
Go POSTAL!
Start an air guitar band
Find a cure for the
common cold
Be a top 25 DTC
marketer of the year
Have a mug shot like this
Become a yuppie
Be seen at the mall
Be crushed under the weight of
his collectibles
Congratulations to Marisa Graziano for the well-deserved honor of
being 1 of the top 25 DTC Marketers of the Year!
Top 25 DTC Marketers
M
arisa Graziano is director of
Marisa Graziano
franchise communications
Director,
Franchise
Communication Platforms
platforms in ImmunolCentocor
Ortho Biotech Inc. /
ogy Marketing at Johnson & Johnson,
Johnson & Johnson
Centocor Ortho Biotech, Inc. in Horsham, Pennsylvania. She leads efforts in
patient relationship marketing and digital strategy for Remicade®, Simponi® and Stelara®. She
led the development of the customer relationship marketing (CRM) program at Centocor by
optimizing CRM processes involved in the coordination of teleservices, database and fulfillment activities. The CRM operations processes were then utilized to support the launches
of Simponi ®and Stelara®, and to further improve patient campaigns for Remicade® across all
indications.
Prior to this role, Graziano was a director in immunology, B.I.O. Worldwide Strategic
Marketing at J&J focused on the global launch preparation of Simponi® (golimumab). Before joining B.I.O. Worldwide
Strategic Marketing, she was marketing director for REMICADE® leading the patient marketing strategies for all indications, including the launch of the ulcerative colitis indication in 2005.
Graziano was the marketing franchise director at McNeil Consumer Healthcare, another J&J company, from 1994 to
2005, with her last assignment including responsibility for Motrin®, Children’s
Tylenol® and Children’s Motrin®. In addition to OTC and Rx (Concerta®)
Brand Management at McNeil, she also completed a variety of other assignments in New Product Development, Communications and Strategic
Marketing. Her consumer marketing experiences at McNeil prepared
her well for Direct-to-Consumer Marketing in the pharmaceutical
industry.
Prior to joining McNeil, she began her 23-year career at J&J at
Personal Products in Product Development. She then moved to the
pharmaceutical sector to R.W. Johnson P.R.I. in Project Management. She has won the J&J Achievement Award several times for her
roles in marketing and product development.
A graduate of the University of Notre Dame (B.S. in Chemical
Engineering), Graziano also holds an MBA in Marketing from the
Marisa Graziano of Centocor Ortho Biotech Inc. / Johnson &
Johnson is presented with her Top Marketer award by PARADE’s
Wharton School of Business of the University of Pennsylvania.
Mike DeBartolo.
Graziano is married to Robert C. Gorman, M.D., and has three wonderful children: Robert, Olivia and Matthew. She is a great supporter of
animal rescue organizations and is a loving owner of many pets.
B
rent Rose joined Daiichi Sankyo, Inc.
(DSI) in 2008 to lead consumer marketing
efforts across all U.S. brands. In this role,
Senior Manager, Consumer Marketing
Rose builds the company’s consumer marketing
Daiichi Sankyo, Inc.
capabilities by developing and translating consumer
insights into brand strategies and tactics.
During his tenure at DSI, Rose has launched numerous consumer marketing initiatives,
including new consumer messaging platforms, targeted patient relationship marketing
programs, e-marketing programs and Web
properties, as well as point-of-care activities.
Recently, he was appointed to the company’s
U.S. Social Media Project Management Team to guide and steer the
development of DSI Social Media policy and best practices.
Prior to joining DSI, Rose served as a senior product manager in
the Global Advertising & Marketing group at Schering-Plough. In this
role, he was responsible for leading consumer relationship marketing
efforts across primary care brands.
Rose has more than 10 years of marketing and advertising experience across multiple disease states, including cardiovascular diseases,
women’s health, allergy, asthma, diabetes, and men’s health. He holds Brent Rose of Daiichi Sankyo, Inc. (left) accepts his award for Top
Marketer of the Year from Mike DeBartolo of PARADE.
a BA from Fairleigh Dickinson University.
Brent W. Rose
60 | DTC Perspectives • June/July 2011
J
ennifer McGovern joined Novartis PharJennifer McGovern
maceuticals in 2006 and is currently senior
Senior Product Manager
product manager for Cardiovascular CusCardiovascular Customer Strategy
tomer Strategy and Innovation at Novartis
Pharmaceuticals Corporation. The goal of this
and Innovation
group is to drive Novartis’ CV business for- Novartis Pharmaceuticals Corporation
ward with greater use of technologies, media
and innovations.
McGovern has been in the industry for over 20 years and most recently was responsible
for consumer promotion for Exforge and Diovan. Leading work on consumer promotion
for those brands, she was responsible for development of several innovative initiatives such
as development of a branded medication reminder application and an online patient research
community. She also spearheaded the launch of an unbranded online patient education campaign for the Novartis CV franchise. The 1in3people initiative reached over 2MM patients and
won the 2010 Trailblazer Award for Best Unbranded Campaign.
Prior to Novartis Pharmaceuticals Corporation, she worked at Pfizer in the
Commercial Operations Group supporting their first Oncology launch, Sutent, as
well as supporting the entire Oncology Franchise.
At Pharmacia, she worked in the Customer Development Unit on several
patient-centric programs such as “Take Time to Talk” which focused on
patient/physician communications. This program won DTC National’s Best
Non-Branded Website in 2002, as well as, the WebAward for outstanding
achievement in website development.
She also spent several years on the agency side working across managed
care advertising, direct mail and medical education.
McGovern holds a BA in Public Relations from Rider University. She
Jennifer McGovern of Novartis receives her Top Marketer
lives
with her husband and two sons in North Plainfield, N.J.
of the Year award from PARADE’s Mike DeBartolo.
We alWays kneW the brand manager for 1in3 Was 1 in a million.
And now Jennifer McGovern is one of the Top 25 DTC Marketers.
Congratulations on your success and the achievements of the
entire cardiovascular team at Novartis. Your leadership and drive
continue to help raise awareness of high blood pressure through
the award-winning 1in3 campaign.
From your partners and friends at
DTC Perspectives • June/July 2011 |
61
Top 25 DTC Marketers
Jennifer Lubacz
J
Promotion Manager, Global Marketing
Communications, Zostavax
Merck & Co., Inc.
ennifer Lubacz is a promotion manager
in Global Marketing Communications at
Merck responsible for the development
and execution of U.S. consumer communications for ZOSTAVAX and the Adult Vaccine Franchise. In this role, Lubacz launched the first branded multi-channel DTC campaign for ZOSTAVAX and several DTP campaigns for the Adult Vaccine Franchise. During her tenure
in Global Marketing Communications, she also launched Merck’s first physician promotion
campaign for AFLURIA®.
Over the past 8 years, she has held various positions at Merck, including market research
and sales of Pediatric and Adolescent Vaccines.
Lubacz holds an MBA from Villanova University, and graduated Cum Laude from Cornell University with a Bachelor of Science in Business Management and Marketing.
Maite Ruiz-Rodriguez
M
aite Ruiz-Rodriguez has been at Bayer
HealthCare Pharmaceuticals since 2001
and as senior manager she is responsible for leading the consumer marketing efforts for
Mirena including direct-to-consumer (DTC), direct-to-patient (DTP) and relationship marketing efforts. Within her role, she worked on the strategic development and execution of the firstever Spanish language DTC campaign for Mirena. Ruiz-Rodriguez is a driven marketer with a
keen sense of what the target audience wants and needs from the brand. While working within
a highly regulated environment, she is still able to introduce innovation to help shape the brand.
Prior to joining Bayer HealthCare Pharmaceuticals, she spent six years in the marketing department within the Latin
America and Asia Pacific Division for C.R. Bard. She is fluent in Spanish and holds a BA from Rutgers University. She
lives in Parsippany, N.J. with her husband and three children.
Sr. Marketing Manager, MIRENA
Bayer Healthcare Pharmaceuticals
H
Heidemarie Schnell
Deputy Director, Consumer Brand Marketing
Women’s Healthcare
Bayer Healthcare Pharmaceuticals
eidemarie Schnell has a contagious enthusiasm for challenging
the status quo and coming up
with new solutions for traditional challenges. From brand initiatives to corporate franchise programs, she has played a critical role in
elevating the importance of DTC at Bayer.
Her media background filled a need in the Women’s Healthcare business unit back in 2002,
and she was a key player in creating consumer-driven contraceptive brands such as Yasmin®,
Mirena®, YAZ®, and Beyaz®. While her focus today is on brand building, new product launches and navigating an ever-changing pharmaceutical environment, her early career began on the
agency side, including DDB Worldwide and Kirshenbaum Bond and Partners.
She is most proud of her accomplishments in the development of the first-ever mass awareness general adverting campaigns in Women’s Healthcare, which helped uncover the growing potential of consumer
demand in the contraceptive market. Schnell launched the first TV campaign for Yasmin®. Through tracking and measurement, she continued to prove that DTC was an effective means in driving market share. These learnings were applied
across the entire franchise of products, and DTC commitments grew year over year.
Other areas of focus include media planning and buying, CRM, DTP, entertainment marketing partnerships, and
identifying how technology can enhance the marketing mix and the overall consumer experience with the brand.
With over 12 years combined marketing and media experience, Schnell remains passionate about applying consumer
insights into innovative programs that deliver measureable results. She also enjoys the mentoring involved in her day to
day work at Bayer, and is proud to be part of an amazing team of colleagues that support each other every day.
62 | DTC Perspectives • June/July 2011
Spotting great ideas.
Focusing on strategic
objectives. Seeing the big
picture. With an eye like this,
it’s no wonder
Jen Lubacz
was honored as a top DTC
marketer of 2011.
Top 25 DTC Marketers
Allyson McMillan-Youngblood
Consumer Marketing Director,
U.S. Diabetes Franchise
Bristol-Myers Squibb Company
A
llyson McMillan-Youngblood has had an exciting and dynamic eight-year career at
Bristol-Myers Squibb Company. She is currently the consumer marketing director for
the U.S. Diabetes Franchise and is responsible for the strategic leadership and branding
of the full portfolio of diabetes medications that are both in the market and a part of the pipeline. In 2010, McMillan-Youngblood and her JV partner, Leslie Schaefer, launched the new
integrated DTC campaign for ONGLYZA™ (saxagliptin), which included broadcast television,
print, digital and patient education components. In addition, the team has also recently launched
KOMBIGLYZE™XR (saxagliptin and metformin HCL extended-release), a fixed-dose combination product.
She sports a varied professional background that spans over 15 years in the pharmaceutical, medical device and consumer packaged goods industries. She started
her career in sales at Pfizer Inc. where she sold both primary-care and CNS specialty products. She is classically trained in marketing from such companies
as Procter & Gamble (Crest® Franchise and ThermaCare®) and Schering-Plough, OTC Products Division (Coppertone® and Dr. Scholl’s®
Brands).
McMillan-Youngblood joined Bristol-Myers Squibb Company in
2003 in the Medical Device Division where she sharpened her skills in
the Wound and Skin Care businesses. In 2007, she was appointed to
director for ONGLYZA™ (saxagliptin), and just recently her role has
been expanded to cover the Franchise of Diabetes Medicines in the U.S.
She and her husband, Dr. Joseph Youngblood, live in Bucks County, P.A. with their two children, Joseph and Norah.
Allyson McMillan-Youngblood of Bristol-Myers Squibb
Company receives her Top Marketer of the Year award from
PARADE’s Mike DeBartolo.
Judy Sewards
Director, Patient Marketing Lead for Viagra
Pfizer, Inc.
J
udy Sewards serves as a patient marketing lead at Pfizer where she is responsible for U.S. consumer marketing activities for the iconic Viagra brand. Most recently she led the launch of the
“Age of Taking Action” DTC campaign that leverages the brand’s unique leadership equity
to help men with erectile dysfunction recognize that they can take action and talk to their doctors, just as they have overcome challenges in other aspects of their lives.
Prior to joining Pfizer, Sewards was director of brand development and communications at
Merrill Lynch where she led client insights, brand strategy and advertising for the Global Wealth
Management brand. In this role, she also spearheaded client communications, transition and customer day one initiatives
for the Bank of America merger.
Before transitioning to corporate marketing, she was at G2 (Grey) where she was responsible for integrated brand
planning for a number of Pfizer brands, including the re-design and re-positioning of Pfizer.com. She has a diverse background in strategic planning and management consulting where she has partnered with world-class brands such as Microsoft, American Express and the Financial Times.
Sewards received her BA degree in Studio Art and American Studies from Smith College, where she also served as a
member of the Board of Trustees. She lives in Fort Greene, Brooklyn with her daughter and husband and enjoys photography, cooking and cheering on Liverpool soccer.
64 | DTC Perspectives • June/July 2011
Medical, regulatory, and legal all agreed…
We can say, “congratulations!!”
Congratulations to
Allyson McMillan-Youngblood and Leslie Schaefer
on being selected two of the
Top 25 Marketers of the Year
From your team at
Top 25 DTC Marketers
Leslie Schaefer
L
Consumer Brand Director –
eslie Schaefer is the consumer brand
Onglyza & Kombiglyze XR
director at AstraZeneca responsible for the
AstraZeneca Pharmaceuticals LP
creation of direct-to-consumer campaigns
for the diabetes franchise. Schaefer and her
Bristol-Myers Squibb JV partner, Allyson McMillian-Youngblood, recently launched the new
integrated DTC campaign for ONGLYZA™, including television, print, digital and patient
education components and, subsequently, KOMBIGLYZE™XR, a fixed dose combination
line extension.
With over 20 years experience across multiple marketing disciplines, in both agency and
client facing capacities, Schaefer has a passion for the creative process and has been recognized
as a strategic brand developer who conceptualizes and drives the creation of impactful, award
winning, marketing solutions. Most recently, her team was the recipient of four AccoladeZ
awards presented by AstraZeneca for their work on
ONGLYZA.
Schaefer also led the development of integrated marketing programs for the
multi-billion dollar CRESTOR® brand across HCP and consumer segments with a focus on eStrategy and execution, and won DTC awards
for her work on UsAgainstAthero.com and tuCrestor.com. She was a
member of the Customer Driven Interactions group, providing strategic
direction and leadership on both the digital and inside sales channels,
with an eye toward integration of operational and marketing solutions.
Schaefer graduated from Dickinson College with a BA in Psychology and English, and studied art history and French at the Institute for
American Universities in Aix-en-Provence, France. She has also completed graduate course work at the University of Pennsylvania and
AstraZeneca’s Leslie Schaefer receives her Top Marketer of the
Tuck School of Business at Dartmouth. She is the mother of twins,
Year award from PARADE’s Mike DeBartolo.
Senta and Adrian, and lives in West Chester, P.A. with her husband,
Al Schaefer and her dog, Bowditch.
Benjamin Versh
B
en Versh is responsible for media planning strategy for Pfizer brands, including
Chantix, Enbrel, Prevnar, and Xyntha,
the pharmaceutical portfolio’s investment in
consumer digital media, and is a member of
Pfizer’s Emerging Channels Working Group. He has 18 years of consumer marketing experience
having held a variety of positions in media, marketing and sales.
Versh began his Pfizer career in 2001 with Pfizer Consumer Healthcare as a senior media
manager, responsible for media planning
strategy, digital media and non-traditional
media. He expanded his experiences with
roles in brand management for BenGay and
SudaCare.
He has been an innovator at Pfizer in the paid-digital media
space – bringing an integrated media approach to planning, expanding investment, piloting numerous programs including the first video
healthcare campaign, and setting a process for continuous learning.
He had a strong focus on Healthcare and Technology, grounded
in his work at advertising agencies J. Walter Thompson, Bates, and
MPG, working on Warner-Lambert, Schering-Plough, Danone, Bell
Atlantic, and Intel, and at the advertising technology firm Unicast.
Ben Versh (left) is presented with his Top Marketer of the
Versh received his BA in economics from Haverford College and Pfizer’s
Year award from Mike DeBartolo of PARADE.
lives in New Jersey with his wife, Robin, and their two children.
Director, Media
Worldwide BioPharmaceutical Business
Pfizer, Inc.
66 | DTC Perspectives • June/July 2011
Top 25 DTC Marketers
P
aul Stevenson has 15 years of customer marketing experience; the last 7 years in the pharmaceutical industry
Paul Stevenson
striving to meet the needs of patients, caregivers and
Associate
Director, Levemir
professionals in the Alzheimer’s and diabetes spaces on brands,
Novo Nordisk
including Aricept, NovoLog, and Levemir. Throughout his
career, Stevenson has focused on research and innovation to
highlight and address business opportunities for his brands. He
has enjoyed the recognition that comes from delivering focused, high-ROI programs, including
the MM&M Gold award for best branded television ad with Aricept in 2007.
Varied opportunities at Novo Nordisk have enabled Stevenson to help transform the company’s
sales and marketing presence in the Long-term Care channel, initiate branded in-office television and print campaigns as well as launching a portfolio-based affordability program and a refill
reminder program. In his current role as associate brand director on Levemir, he is responsible for
defining the brand’s patient strategy and tactics as well as Levemir’s healthcare professional relationship marketing efforts.
Stevenson earned his MBA from Carnegie Mellon. His consumer marketing career included roles at Intel, Darden
Restaurants and Nabisco.
Adelle Walker
Senior Manager, US Marketing
Medical Dermatology, Aczone, Botox, Tazorac
Allergan
A
delle Walker is the senior manager of U.S.
marketing in the medical dermatology unit of
Allergan. She is responsible for overseeing the
marketing and promotion of three prescription drugs
in Allergan’s product portfolio (Aczone, Botox and
Tazorac), and she has managed several consumer and
professional campaigns for these products.
S
Adelle Walker of Allergan receives her Top Marketer award
from PARADE’s Mike DeBartolo.
tepping into her Direct-toAmy White Meadows
Consumer Marketing role at
Associate
Brand
Manager, Consumer Marketing
Lilly USA, Amy White Meadows
Men’s Health
brings a fresh eye to the pharmaceutical marketing arena. With a diverse
Lilly USA
integrated marketing communications
background in traditional advertising,
entertainment & event marketing and public relations, forging authentic connections with consumers has always been the driving force in her career. Bridging that experience to zero in on
patients has proved even more meaningful to White Meadows since joining Lilly’s Men’s Health
team.
As a/the lead driver of the team’s mass communications strategy and creative development,
she actively juggles striking insights gold among consumers, while managing broadcast and print
creative production, igniting new pilot program incubation, influencing brand presence online,
and co-leading joint initiatives with her healthcare professional and payer colleagues. Her effort
and commitment has been recognized internally, and program results illustrate her effectiveness within her role.
Prior to joining Lilly, White Meadows served as the director of brand experience for
Engauge, a marketing agency based in Columbus, Ohio, where she custom-tailored
programs for clients to spotlight their brands through the lens of popular culture,
music, film, fashion and sports – from high-caliber event productions and sponsorships to scripted entertainment deals and consumer promotions.
Earlier in her career, she spent time at GolinHarris’ Chicago headquarters
and a three-year stint in NASCAR Country (Charlotte, N.C.) to secure
hands-on experience supporting new product launches, corporate communications, sports marketing, crisis communications and community relations
for major Fortune 50 corporations.
When she’s not dreaming up the next big idea, she’s literally chasing five
little boys (her 5-year-old twins and three stepsons), running, plotting the
next family vacation and/or making time to cook (and grill) her favorite
Lilly USA’s Amy White Meadows accepts her award for Top
meals to unwind.
Marketer of the Year from Mike DeBartolo of PARADE.
68 | DTC Perspectives • June/July 2011
Congratulations on winning this prestigious award from
DTC Perspectives. Your colleagues applaud your commitment
to innovation and better patient outcomes.
©2011 Allergan, Inc., Irvine, CA 92612
Top 25 DTC Marketers
Denise Shiffman
Executive Director
Digital Marketing & Media
GlaxoSmithKline
O
ver her twenty years in marketing and management, Denise Shiffman has launched
over thirty products responsible for more than $2 billion in revenue, run worldwide
product launches and rebranded a Fortune 500 company to grand industry accolades.
Shiffman has held roles as chief executive officer of a software start-up and vice president of
marketing for a top five computer company. Her unconventional approach to marketing enables
her to discover the unique and inspired in products, services, trends or technology.
Today, Shiffman leads the digital marketing and media organization at GlaxoSmithKline.
Previously, she was founder and principal of the marketing innovation consultancy, Venture
Essentials, which maintained a focus on helping companies reinvent their marketing. In her high technology industry
work, she introduced the industry’s first reliable workgroup servers, the first Java-based storage management platform and
the first general purpose media server. Her expertise spans computer hardware, software and Web technologies along with
healthcare. Her high energy and results-driven marketing have enabled her to drive change and collaborate in complex
environments.
Shiffman is the award-winning author of the The Age of Engage: Reinventing Marketing for Today’s Connected, Collaborative and Hyperinteractive Culture, which received high praise from notable executives including Google’s chief executive
officer Eric Schmidt and Don Tapscott, the best-selling co-author of Wikinomics.
Todd Warner
Patient Marketing Director, Lipitor
Pfizer, Inc.
T
odd Warner has been an integral member of
Pfizer’s patient marketing team since 2007, helping to design and launch major cross-channel
direct-to-consumer (DTC) campaigns and initiatives. In
2010, he spearheaded the launch of the new “Don’t Kid Yourself” DTC campaign for the Lipitor brand. The campaign was designed to encourage people with high cholesterol to be proactive about their heart health, recognize their risk of cardiovascular disease and take action to help
reduce their risk of heart attack and stroke.
In the last three years, Warner managed both the digital and relationship marketing platforms
for Lipitor, including the strategic design of two major patient offerings – “My Heartwise” and
“The 12-Week Guide to Managing Cholesterol.” He was also credited for the creation of “My
Heartwise Great Starts,” the first-ever in-clinic intervention focused on combating non-adherence amongst newly prescribed cholesterol patients.
Prior to joining Pfizer, he was a senior member of the Wunderman Healthcare Group focused on developing cross-channel
relationship marketing programs for key healthcare brands such as
Zyrtec and Pfizer for Living.
Before joining the Healthcare group at Wunderman, Warner
worked on the IBM Global Software account, developing multichannel lead generation campaigns for use around the world. He
also spent several years as a brand manager at a leading European
music technology company, helping to build global marketing
communications. He began his marketing career at Y&R/Wunderman in New York developing acquisition and loyalty campaigns for
brands such as Citibank and Yahoo! GeoCities.
Warner earned his Bachelor’s in Marketing at the University of
Colorado in Boulder. Over the years, many of his marketing efforts Parade’s Mike DeBartolo (left) presents Todd Warner of Pfizer with
have been highlighted as best in class across a wide variety of indus- his Top Marketer of the Year award.
try events.
70 | DTC Perspectives • June/July 2011
When your vision is this bright, you have to wear shades.
Congratulations, Todd Warner,
for your thinking on Lipitor
and being named one of the Top-25
DTC Marketers of the Year.
C O N T R I B U T O R S
Maureen Malloy is a senior healthcare
analyst at Manhattan Research, a healthcare market research firm conducting
annual research studies covering eHealth
trends among consumers and HCPs in
the U.S., Europe, and Asia. She can be
reached via e-mail at MMalloy@ManhattanResearch.
com, or by telephone at (212) 255-7799. To read her
article, turn to page 25.
Derek S. Rago is the vice president of
marketing and strategy for McKesson
Patient Relationship Solutions, an industry leader in providing commercialization
and adherence services for pharmaceutical
manufacturers as well as specialty management solutions for payors. Rago has more than 15
years experience in pharmaceutical sales and marketing,
and is currently responsible for the company’s alternative
sampling program, TrialScript®, and their market-leading
patient adherence program, LoyaltyScript ®. He can be
reached by e-mail at [email protected] or by
telephone at (480) 663-4285. Turn to page 44 to read his
article.
Jeremy Shane is president and chief operating
officer of HealthCentral, overseeing day-to-day
operations at the company and responsible for
audience growth, user engagement and revenue. HealthCentral (www.healthcentral.com)
empowers people to improve and take control
of their health and well-being through more than 35 conditionand wellness-specific interactive health sites. He can be reached
by e-mail at [email protected]. To read his article,
turn to page 20.
Dan Stone is currently chief executive officer
of AccentHealth, LLC, a leading point-of-care
media company featuring America’s largest
Health Education TV Network, with awardwinning programming provided by CNN, and
aired to 158 million viewers annually in over
12,300 physician waiting rooms nationwide. Today, over 40,000
physicians complement their patient-education efforts with
AccentHealth’s award-winning programming customized for
12+ condition-specific and demographic segmented networks
(www.accenthealthmedia.com). Stone can be reached by e-mail
at [email protected] or by telephone at (212) 7635100. Turn to page 38 to read his article.
ADVERTISING INDEX & RESOURCE CENTER
Company
Page
Website
Phone
Contact
Email
Accent Health
Allergan
Beacon Healthcare
Communications
Context Media
DDB
DraftFCB
HealthCentral
Hill Holiday
JWT
Kaplan Thaler
2
69
19
accenthealth.com
212-763-5118
Kerry Ann Clawson
[email protected]
beaconhc.com
908-781-2600
Joseph Holden
[email protected]
5
63
58-59
23
61
65
53, 71
contextmediainc.com
ddb.com
draftfcb.com
healthcentral.com
hhcc.com
jwt.com
kaplanthaler.com
847-912-9612
212-415-2723
212-885-3903
703-302-1064
617-366-4293
212-210-7000
212-474-5075
7
67
15
79
80
ldmgrp.com
mediavestww.com
micromass.com
microsoft.com
ogilvychww.com
973-822-1848
49
9
51
55
11
parade.com
qhperform.com
rapp.com
LDM Group
Mediavest
MicroMass
Microsoft
Ogilvy CommonHealth
Worldwide
Parade
Quality Health
RAPP
Rosetta
SDI
72 | DTC Perspectives • June/July 2011
sdihealth.com
Shradha Agarwal
[email protected]
Samantha Gen
[email protected]
Monica Janowitz
[email protected]
Quincy Smith
[email protected]
Mary Gallaghir
[email protected]
Howard Courtemanche [email protected]
Shannon Dillingham
shannon.dillingham@.
kaplanthaler.com
919-851-3182
646-225-4516
973-352-1000
Brian Peterson
Wesley Orlick
Jeff Burkel
Michael Shiels
Matt Giegerich
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
212-450-7141
201-499-1489
972-582-2458
609-689-6100
610-834-0800
Lou Sanquini
Addison Deitz
Jamie Peck
John Ross
[email protected]
[email protected]
[email protected]
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O N T H E H I L L
by Jim
Davidson
An End to the Privacy Policy Storm – Maybe
Due to a lack of current federal guidelines, marketers are often left in the dark regarding acceptable
methods for data collection. But with privacy concerns such a public debate, regulators are beginning to
take the first steps toward defining marketing activity policies.
T
he federal government
often struggles for years to
find the right set of policies to regulate the application of
new technologies to marketing.
There is no better example of
this than the regulation of market
research activities related to advertising – particularly prescription
drug advertising.
In 2009, industry was led to
believe that the Administration would set the stage for how
the DTC community and others should advertise in the digital world. The FDA held an aptly named public hearing entitled “Promotion of FDA-Regulated Medical Products Using
the Internet and Social Media Tools.” A year later, with no
guidance for online advertising on the horizon, the FTC
stepped into a parallel online privacy arena – the monitoring
of online shopping behavior. The FTC released a paper with
a similarly appropriate title: “A Preliminary FTC Staff Report
on Protecting Consumer Privacy in an Era of Rapid Change:
A Proposed Framework for Businesses and Policymakers.”
While an FTC final product is still pending, the Senate
Commerce Committee has held several hearings and is near
consideration of at least two bills – one offered by Chairman
John D. “Jay” Rockefeller (D – W.Va) and another by Senators John Kerry (D – Mass.) and John McCain (R – Ariz.).
Given the divide in Congress, with Democrats in control
of the Senate and Republicans in control of the House, it
74 | DTC Perspectives • June/July 2011
seems a valid question whether
they can reach agreement in
2011 or even 2012 on privacy
legislation. Not surprisingly, the
Supreme Court may take the
first steps toward updating what
is public and what is private
information when it is sought by
companies that want to refine and
focus their marketing activities.
Today there is little clarity
about how advertisers are supposed to gather market research
data, whether online or from anonymized prescriptions, and
this has spurred Congressional and regulatory interest as well
as judicial action. Internet advertising remains healthy despite
the anemic economy and by the end of the year, U.S. online
advertising is expected to become a $28.5 billion market.
This would yield an estimated profit of nearly $3 billion
more than 2010.
So it was only a matter of time before Congress – more
specifically, the Democratic-controlled Senate – and the
courts entered the public debate about how to protect privacy when advertisers are attempting to collect data about
consumer behavior. The mid-April introduction of the
Kerry-McCain bill followed months of hearings and investigations. The response from the telecom sector has been
moderate, and some major Internet companies already have
expressed support. More serious concerns are being directed
toward Chairman Rockefeller’s draft “do-not-track” legisla-
tion that, like the “do not call” act allows consumers to elect
not to have their online activity tracked and recorded. The
Rockefeller draft would give the FTC similar authority to
determine what is feasible and to administer a register of consumers who do not want to be tracked. While privacy issues
often find common ground between Democrats and Republicans, it is not likely that a proposal would pass the Senate
and the House in this Congress.
This leaves us with the judiWhile privacy issues cial system, which for now is
head-of-the-pack in providing
often find common
some direction as to the limits a
ground between
government may establish barDemocrats and
riers to the collection of certain
types of data in the name of priRepublicans, it is
vacy protection. The Supreme
not likely that a
Court heard arguments in late
proposal would
April in the data mining case,
pass the Senate and Sorrell v. IMS, on an issue that
has produced conflicting results
the House in this
in lower courts. The Justices
Congress.
will decide whether Vermont
has the right to prohibit socalled data miners from buying and selling non-personally
identifiable prescription records from pharmacies that is used
to market prescription drugs. The oral argument suggested
that the justices are very concerned about what Vermont’s
law has done to First Amendment rights – and whether the
state indeed attempted to discretely promote generic over
brand name drugs.
While Sorrell only addresses a portion of the puzzle,
it could bring us closer to understanding what limits the
courts are able to apply to marketing activities when privacy
issues are raised, specifically how companies are supposed to
operate. But we’ll still be waiting for the complete answer
to this question, which ultimately must be answered by the
Congress.
Jim Davidson is an attorney and founder of the public policy firm
Davidson & Company. He currently chairs the Public Policy Group
at the Washington law firm of Polsinelli Shughart PC, and he
has been actively engaged in supporting the advertising industry on
Capitol Hill for almost 20 years. In October 2008, Davidson was
inducted into our DTC Hall of Fame. He can be reached by e-mail
at [email protected].
“GET ME
COPIES
OF THAT
ARTICLE”
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Take advantage of your profile
in DTC Perspectives Magazine
by ordering custom reprints
of your article or mention.
For more information,
please call Jennifer Haug at
973-457-5718 or email
at [email protected]
DTC Perspectives • June/July 2011 |
75
E ditorial
The Truth:
Can We Handle It?
As Medicare funds are being depleted quicker than anticipated, Democrats and Republicans each
propose their own voucher systems. With either plan, we can expect to cut about one-third of the
spending. Drug companies can expect to make less money as a result. In turn, innovations will
more likely occur from pooled resources and less so from big company R&D.
M
edicare is dying, and
faster than originally
thought. So what will
we do about it? The Republicans
propose a voucher system for future
recipients that can be used to buy
private insurance. That sounds draconian given all baby boomers and
their children have been brought up
to think they will all receive a government run health plan when they
retire. That
For drug companies, v o u c h e r
program
in either scenario,
will go
most will not be able nowhere in Congress but may be
a starting point of negotiation on
to make as much
less entitlements.
money.
The Democrats will pretend
until post-election 2012 that
Medicare can be saved under Obamacare. Those effectiveness panels will just cut out the things we do not need and
all will be well. Sure we may have to raise the taxes on the
rich, but who will really care about that except Republicans
and those greedy two percent? The Democrats are using
the Ryan voucher plan as the ultimate sound bite. Yes, if
76 | DTC Perspectives • June/July 2011
you elect Republicans again they will
throw grandma off of the cliff, which
was depicted recently in a television
ad showing a Paul Ryan (R – Wis.)
look-a-like throwing a wheelchairbound grandmother off of a cliff.
Funny, but also really cynical and
mean-spirited.
So here we are in 2011 with a
runaway Medicare train heading off
of a washed out bridge in a decade
or so. What the Democrats will not
admit is that they will wait until
the cliff is in sight and then propose
single payer national health and save
Medicare, not as we know it but how they want it. It will
mirror the United Kingdom or France. Is that a disaster?
No, but we can expect longer waits, more approvals before
we can see a specialist or get tests and delays in elective surgery.
The Republican voucher system is probably not going
to work in that what they are giving is not enough for
insurers to take on a 65-year-old and make a profit. A free
market system can work if future seniors expect and accept
less from insurers and be charged larger co-pays. If they are
willing to suffer miserly approvals on expensive tests and
E ditorial
caps on end of life treatment then it can
work. You know, this sounds similar to
the Democrats’ plan. In that plan, the
government will tell you to wait and
say no to futile end of life treatments.
In the Republican plan, that role will be
handled by your insurance company and
your employer.
In either case we will cut about 30-40
percent of the spending so our percent
of GDP used for healthcare will be similar to Europe. That is the reality of the
future. Do we really think that we will
incent Americans to get thinner and less
The Agenda Project created the commercial entitled “America the Beautiful,” which depicts a Paul
prone to heart disease and diabetes? Will
Ryan doppelganger pushing a grandma off of a cliff, in response to his Medicare plan.
we cure cancer in the next 30 years?
If yes, then maybe we can have all of
the great services we have now and pay for them through
profit home run only on breakthrough drugs. Innovation
Medicare. Our guess is we will not and we will have to live
will still happen, but we can expect less big company R&D.
within our means.
We can hope that much of the basic research will be pooled
There are options to test that
We can hope for
in R&D partnerships between the major drug makers. We
may provide excellent care with
also hope the genomics revolution will really take off and
the best, but we
lower cost. That means using
provide cures to our most expensive diseases.
better all plan on
nurses and physician assistants
Realism, however, must be our expectation and we will
less government
more to do routine care. Do we
likely have higher diabetes and heart disease rates as well as
need
physicians
to
diagnose
and
subsidies.
continued widespread cancer of the colon, skin, lung, and
treat ear infections, chest colds
breast. Our baby boomers will need a lot of health care but
and other common ailments?
we must accept less generous government benefits.
We also can develop low cost CAT scan and ultrasound
Other countries do it for less and although they have
technology that can be used at primary care locations. We
their issues, we can expect basic health needs to be met.
can also increase home care so hospitalizations are reduced
Some of us may die waiting for our surgery or brain scan,
dramatically. And we must accept that death is inevitable
but most of us will do fine. The rich will use more of their
and sometimes that final week of comatose life is not worth
own money to maintain their options for speedy service.
the cost to society. All of these changes require that we can
The poor will get basic care, maybe better than they get
get past the strong medical and hospital lobby that wants to
now. The middle class will get less, as they will not be able
protect their income.
For drug companies, in either scenario, most will not be
able to make as much money. Government will pay less for
me-too drugs and that will mean drug companies will hit a
to spend an extra thousand dollars to speed up a test or see
that specialist tomorrow. We can hope for the best, but we
better all plan on less government subsidies.
DTC Perspectives • June/July 2011 |
77
ON BOOKS
Tabloid Medicine
How the Internet is Being Used to Hijack
Medical Science for Fear and Profit
By Robert Goldberg, PhD
Published by Kaplan Publishing • 2010 • 320 pages
Reviewed by Robert Ehrlich
I
f we count the recent books on drug companies, we
find almost all are negative. Most say the drug industry is
greedy, unconcerned with risk, hides bad clinical results,
and focused on only mass market drugs where they can produce me-too drugs. Most of these books get a lot of play in
the media because they make a good story and can be sensationalized in a 30-second sound bite.
Robert Goldberg has written an excellent book about
how the Internet is being misused to disseminate junk science. Goldberg feels that the prevalence of negative websites
and blogs on the Internet has caused people to avoid treatments that are beneficial.
He examines what happened when vaccinations for diphtheria and whooping cough were linked to autism. Parents
were scared to vaccinate their kids, and deaths among the nonvaccinated rose dramatically. He blames the pseudo-experts
like Jenny McCarthy whose medical credentials include being
a Playboy centerfold and hosting MTV game shows. The
Internet gives these pseudo-experts a worldwide forum and
many anecdotal blogs about how vaccines caused autism.
Goldberg points out that when a drug is searched on the
Internet, the number of sites dedicated to it are overwhelmingly negative. He cites a study on Crestor, the popular
cholesterol reducer. About two-thirds of the online environment was negative. Almost half of the sites, 47 percent, were
from lawyers looking for clients harmed by Crestor. Only 17
percent were unbiased sites. The impact of the overwhelming negative bias is to scare people who need treatment to no
treatment or perhaps dangerous alternatives.
Goldberg also follows the Vioxx case, in which he concludes that the effect of mass negativism and misuse of the
facts has resulted in discouraging drug companies from
research in pain control. The winners were the lawyers and
78 | DTC Perspectives • June/July 2011
anti-drug company activists, not
consumers.
On the positive side, Goldberg
shows how positive an influence
the Internet can be. He cites patient social media sites such
as PatientsLikeMe as a place where consumers can gather
and exchange useful tips on treatment. He also mentions
the positive effects of the Internet on being able to match
patients with new clinical trials. Goldberg would like to see
an increasing use of the Internet by physicians who can blog
to counter some of the junk science that scares their patients.
Clearly, if one measures both the Internet sites and
printed books on how the drug industry is treated, it is
highly negatively biased. Goldberg advocates that consumers are being misled by much of what is on the Web, causing harm to them and their families. Balance is needed, says
Goldberg, and consumers need to be skeptical about what
they find on the Web. For anyone in the drug industry,
this book is filled with facts and examples that can be used
to defend the drug makers from unfair assault. The media
will not likely cover this book because there is no breaking
story here. They like “Death in your Medicine Cabinet”
stories the best and Goldberg’s debunking of junk science is
not dramatic enough.
Robert Ehrlich, chairman and chief executive of DTC Perspectives Inc., regularly reviews books about the pharmaceutical industry,
marketing and advertising for DTC Perspectives magazine. He
also writes a weekly e-newsletter providing insights on pharmaceutical marketing trends. To subscribe to this FREE weekly analysis,
sign up at the website, www.DTCPerspectives.com. Ehrlich can be
reached by e-mail at [email protected].
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