Marketing Environment

Support rather than illumination

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Some people use market research like a drunk uses a lamppost; for support rather than illumination. I don't think any industry right now uses as much market research to support DTC rather than really get into patients and consumers attitudes about drugs and treatment options. Those who read my BLOG and are currently in DTC know what I am talking about others maybe scratching their heads but believe me the market research people in pharma spend way too much time supporting current DTC initiatives than they do getting into customer behavior. Read More...
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And why should pharma worry about transparency?

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Think that the marketing landscape hasn't changed? Using the same old DTC models? Well then read this article and you'll notice that just about every segment of the medical community is piling on the pharmaceutical industry these days, accusing drugmakers of deceiving the public, manipulating doctors and putting profits before patients. Read More...
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Tribes is the new marketing paradigm

tribes
You know about waiting in line at an Apple store, or the look on a fellow Deadhead's face. You know about the way it feels to go back to the church or school where you grew up. You know about the real power of a brand. Tribes are groups of people aligned around an idea, connected to a leader and to each other. Tribes make our world work, and always have. The new opportunity is that it's easier than ever to find, organize, and lead a tribe. The Web has enabled an explosion of all kinds of tribes -- and created shortage of people to lead them. This is the growth industry of our time yet pharma has not started to explore social media ?
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Marketing being cut across the board

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According to Ad Age this morning “blue chip” marketers are looking to cut marketing, and we’re not talking about little cuts we’re talking a lot of dollars here. Amid roiling financial markets, a who's who of blue-chip marketers are making moves to slash marketing spending, or at least apply tougher financial discipline to what they do spend. Among them are five major companies that together contribute more than $10 billion to the U.S. ad economy: General Motors Corp., Procter & Gamble Co., Anheuser-Busch, Coca-Cola Co. and Nissan. Is this the end of marketing? No but as this author predicted it is the beginning of the end of big marketing budgets. Read More...
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