Category Archives: E-Media

Forget Digital Differentiation: Focus on Cross-Channel 'Fusion'

Forget digital differentiation and innovation. You need to be focusing on cross-channel ‘fusion’, writes Peter Houston. Like you, I get invites to attend educational webinars on an almost daily basis; I probably actually attend one every couple of weeks. Most invites get passed over because it’s not my field, I’ve heard it all before or I don’t [...]
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Changing the DNA of Pharma Patient Adherence Programs

by Grant Corbett Epigenetics is the study of changes in human gene expression, in particular from environmental factors.  Pharma is also experiencing epigenetic change.  Human genes are formed from DNA, which are instructions much like a blueprint.  Similarly, the environment is changing pharmaceutical DNA and how brand marketing is instructed.
Also posted in Marketing, Patient Communication, compliance, healthcare, patient compliance, patient education | Tagged , , , , , , | 3 Comments

Following Industry, OPDP Hopes to Eliminate Silos in Ad Review

The Office of Prescription Drug Promotion (OPDP) is reorganizing its two primary advertising review divisions – professional and consumer – in an attempt to stay in line with the silo-breaking, multi-channel promotional output pouring in from pharma. The line between physician marketing and consumer marketing has blurred as the facets of a brand campaign – from [...]
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ePharma Summit: Turning Big Data into Better Content

Physicians and patients are more intimately engaged with their digital devices than ever before, but the content pharma delivers is either rigidly scientific or numbingly bland. Can stronger analytical processes and more data produce a scalable human voice for individual customers?
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Tom Abrams: Caronia Won't Stop Off-Label Enforcement

The much-discussed US v. Caronia case, which has raised questions about the Food and Drug Administration prosecution of pharma companies for making off-label product claims, doesn’t change very much, according to FDA’s top drug marketing enforcer.
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