• Air Date & Time: Tuesday, January 9, 2007, 1 PM Eastern US time
  
• Duration: Approx. 45 minutes
  
• Go to the Pharma Marketing Talk Channel Page or click on a button below to listen to the streaming audio archive on your computer or to download the show for playback on your iPod or other portal audio player.

Background
The return on investments for traditional pharma marketing channels -- TV, drug reps, print -- is declining. A new approach to the way forward in pharma marketing is needed. Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new Web 2.0 tools available to it and extricate itself from its moribund situation of declining ROI? This program will feature a discussion with experts in physician and consumer marketing using "social networking' and other Web 2.0 technologies.

Additional Resources

YouPharma(tm): A Brave New World of Marketing? Posted: January 3, 2007 To use a war analogy -- as is often done in industry -- sales and marketing executives tend to send in more troops when they fail to reach their goals with the current force level. We can see that playing out today in real wars and also in the war to market drugs. When your market share is not up to par, send out more DTC ads and more reps -- the drug industry's grunts and jarheads. Yet it is generally agreed that the return on these investments (ROI) is declining. A new approach to the way forward in pharma marketing is needed and is actively being pursued by pharmaceutical marketers and their ad agencies. Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new tools available to it and extricate itself from its moribund situation of declining ROI? In anticipation pharma's growing interest in these new media, I have developed the "YouPharma" brand and logo, which is intended to provoke thinking about new ways the pharmaceutical industry can engage their customers and consumers through Web 2.0 and other technologies. For more on this plus a couple of good ideas for incorporating Web 2.0 in drug ads, see today's post to Pharma Marketing Blog.

Special Supplement ePharma Marketing Many experts believe that pharma eMarketing is at a tipping point and that pharmaceutical companies are poised to shift substantial ad spending from TV and other media to the Internet. The selection of articles in this Special Supplement to Pharma Marketing News was chosen to give you a better perspective on pharma eMarketing. Included are real world case studies that illustrate the advantages of eMarketing such as depth of information, interaction, relationship building and superior customer engagement. TABLE OF CONTENTS Order and pay for this Special Supplement now using your credit card... ONLY $29.95 Download PDF file immediately after paying: If you wish to pay by check or credit card off-line, please use: Printable Order Form