Marketers — on both the client and agency side — face more challenges than ever before as they endeavor to bring their brands to life. The issues vying for clients’ attention inlcude channel proliferation; an awakened FDA testing its regulatory muscle; shifting competitive landscapes driven by upstarts and corporate takeovers; budget constraints and staffing issues. These are just a few of the challenges teams face every day as they strive to make their brands a breakout success, according to Steven Hébert of LLNS. He says to turn these challenges into opportunities it takes courageous ideas that push the boundaries of what is possible and a respect for the basics. (To read more about The Beauty of the Basics, turn to page 20.) Elizabeth Estes-Cooper of GA Communication Group adds that everyone charged with communicating to customers today faces the same question: how to compete for attention in the sea of digital ubiquity? She says the future of digital marketing is not in bits and bytes, or clicks or counts; it’s in empathy, engagement, and understanding. (To read more about the The Crusade for Brand ­Relevance, turn to page 16.) This new information ecosystem, where brands literally can live or die, is on one hand a daunting place, and on the other too big, too important, too influential to ignore, say Rima Nachshen and Brad Davidson, Ph.D., of Ogilvy CommonHealth. They suggest what is needed is an eKOL mapping program that will allow marketers to identify who is important in the online space for a given topic, where this topic is most discussed, and to what degree these people and places are influential relative to other sources of information on the net. (To read more about Increasing the Impact of Charting the New Information Ecosystem: Creating an eKOL Map, turn to page 22.) Another factor likely to impact the marketing of new drugs and indications is the advent of comparative effectiveness information. Ken Ribotsky of The Core Nation believes that with the advent of comparative effectiveness, marketers will likely have new measurables with which to position their brands. But, he warns, this means there will be even more data points to compete against. (To read more about A Surround Sound Perspective on Comparative Effectiveness, turn to page 14.) Topin & Associates’ Abby Mansfield contends that while healthcare professionals say they practice evidence-based medicine, marketers also have to remember they also practice habit-based medicine. Some tips to help physicians make the switch include: letting the KOLs do some of the early work; keeping the content simple, focused, and airtight; and making the reps comfortable with the content. (To read more about Get Comfortable, Everyone, turn to page 26.) Another way to engender physician loyalty, even as sales rep access diminishes, says Steve Gransden of J. Knipper is through e-sampling. Once considered an “alternative" or “supplementary" service, e-sampling is now proving to be a robust, cost-effective, and axial solution. (To read more about E-Sampling: No Longer an Alternative Solution, turn to page 18.) Once that script is written, marketers now face the challenge of reaching patients directly. SDI’s Melissa Leonhauser says direct-to-patient programs make sense for brand teams that have overcome the first hurdle — getting practitioners to prescribe their drug. Their next challenge — and perhaps the more difficult to overcome — is ensuring that patients fill prescriptions and adhere to therapy as recommended. (To read more about Increasing the Impact of Direct-to-Patient Programs, turn to page 24.) In fact, Joe Meadows of Catalina Health Resources says, as social media becomes an increasingly important way to communicate and gather information, brand teams have a great opportunity to educate their most experienced customers/patients to the point they become product evangelists. (To read more about What Patients Want, turn to page 12.) Marketing across media Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh EDitorS Carolyn Gretton Denise Myshko Kim Ribbink Robin Robinson design associate Ariel Medel national account manager Cathy Tracy Copyright 2010 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Eight, Number Three VIEW is published as a supplement to Pharma­VOICE, which is published monthly except joint issues in July/Aug. and Nov./Dec., by Pharma­Linx LLC, P.O.?Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. VIEW and PharmaVoice Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues plus VIEWs). Foreign subscriptions: 10 issues plus VIEWs US$360. Contact PharmaLinx at P.O.?Box 327, Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. Contributions: The VIEW and PharmaVoice are not responsible for unsolicited contributions of any type. Unless otherwise agreed in writing, The VIEW and Pharma­Voice retain all rights on material published in The VIEW and PharmaVoice for a period of six months after publication and reprint rights after that period expires. E-mail: [email protected]. Change of address: Please allow six weeks for a change of address. Send your new address along with your subscription label to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. Call us at 800.607.4410 or FAX your change to 937.890.0221. E-mail: [email protected]. Important notice: The post office will not forward copies of this magazine. The VIEW and PharmaVoice are not responsible for replacing undelivered copies due to lack of or late notification of address change Advertising in VIEW or PharmaVoice: To advertise in a VIEW or Pharma­­Voice please contact our Advertising ­Department at P.O.?Box 327, Titusville, NJ 08560, or ­telephone us at 609.730.0196. E-mail: [email protected]. www.pharmavoice.com Volume 8 • Number 3 Send your letters to feedback@pharma­linx.com. Please include your name, title, company, and business phone number. Letters chosen for publication may be edited for length and clarity. All submissions become the property of PharmaLinx LLC.

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