The United States’ Hispanic market is larger than the whole population of Canada, yet pharma can’t seem to grow its business with the Hispanic consumer, explained Jorge Daboub (right), VP marketing and business development of the Univision Television Group, today at the ePharma Summit.
Some key facts on the Hispanic market:

Hispanics tend to revere physicians […]

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This afternoon at ePharma Summit, ComScore Vice President Carolina Petrini (right) explained how to measure the impact of online branding. Her company tracked the online behavior of patients and prospects, examining whether they interacted with Rx Web branding.
The bottom line:

e-marketing tactics (display ads) work best for awareness
Web sites work best for adherence and new […]

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Rich media took center stage at the ePharma Summit as a panel of online creative directors chatted about what new types of online advertising technology work best. Some of their examples:

A Nuvaring ad with a drop-down menu that allows the user to print a coupon.
A Nasonex ad with a Flash Media graphic that expands to […]

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“What do physicians want?” asked Robert Nauman (right), a principle with Biopharma Advisors, at a panel about physicians and technology at the 2008 ePharma Summit. “They want help finding information fast. I think there is interactive technology out there today that will help us get there.”
New technologies don’t get picked up for several reasons:

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What’s wrong with the way pharma uses e-marketing? At the annual ePharma Summit, a panel of former e-marketers agreed that too many companies think of e-strategies as a separate marketing component rather than as part of a holistic approach.
“Web sites are a natural point of integration,” said moderator Peter Justason (above) of Johnson & […]

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The topic of healthcare is more discussed on the Internet than Britney Spears—and it’s second only to money. But pharma still hasn’t managed to harness the Web to its full potential. That’s the consensus of a panel of industry experts at this year’s ePharma Summit, taking place today in Philadelphia.
The biggest reason? Fear. It once […]

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Here are this week’s top news stories, as reported on PharmExec.com:
FDA Puts Kibosh on DTC User Fee Program
In a surprising but not completely unexpected move, FDA announced last week that its DTC user fee program was dead on arrival. Feds cite lack of funding as main reason.
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Vytorin Study Causes Media Stir, […]

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Merck and Schering-Plough have temporarily pulled the plug on their popular ad campaign for Vytorin just days after releasing news that the cholesterol-treatment didn’t reduce arterial plaque in a recent clinical trial. Trial results showed that the billion-dollar drug worked no better than Zocor, a cheaper drug found in Vytorin, the Associated Press reports.
Vytorin, however, […]

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Here are this week’s top news stories, as reported on PharmExec.com:
More Prescriptions Through Learning: The Doctor’s Choice
New report finds that neither sales reps nor patient requests are the deciding factor when it comes to physician prescribing habits, information is—the more the better.
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(2)008: Licensed to Sell
Sales representatives will now need a license to […]

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The board of directors of Shire announced its board-succession plans on Dec. 13. Dr. James H. Cavanaugh will retire as non-executive chairman; Matthew Emmens will succeed him as non-executive chairman. Angus Russell will be appointed chief executive. David Kappler will be appointed as deputy chairman in addition to his existing role as senior independent director.

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