More Published Articles on Healthcare Consumerism
Pharmaceutical Marketing in Japan – The Quiet Revolution
Horizons Magazine (Japan) - August 2005. This article defines the current healthcare market scenario in Japan and provides insight about current and anticipated changes. These changes will lead to unprecedented market opportunity for companies willing to go beyond traditional approaches to promoting their products and services.
DTC European Style
Pharmaceutical Executive, March 2004. In this collaboratively written feature article, my colleague Rob Benson and I published the most comprehensive and up-to-date perspective on what’s happening with consumer healthcare communications in Europe. The article provided our proprietary strategic framework and illustrative case examples. We’ve coined the term “Patient Mobilization” to reflect the marketing approach required to stimulate consumer demand for prescription drug therapies.
DTC: Lessons Learned after 20 Years
Pharmaceutical Executive, February 2003. This interview-style format looks at DTC in the US, after 20 years, along with developments in Europe, which has been using DTC (or “Patient Mobilization” as we call it) for about five. My views were that the US is changing and becoming less aggressive at a time when Europe is spreading its wings with bolder experiments.
DTC In Europe…Are You Ready?
DTC Perspectives, May/June 2001. In conjunction with a speech on DTC in Europe in Las Vegas in 2001, this article was prepared for the sponsoring magazine of the conference. At the time, there was great misunderstanding about the regulatory environment and marketing experience in Europe. This article provided a clear perspectiv on what is and is not allowed in Europe, what is and is not being done, what the rules and laws do say.
Whatever Happened to e-DTC?
iMarketing News, December 11, 2000. The dot.com bust didn’t hurt the pharma industry as much as other businesses, largely because they were slow to adopt the “new economy”. Around the time of the boom, when I was managing an interactive group within Healthworld, we looked to tap into the excitement, but found such a “wait and see attitude” with clients, that we wondered how the Wall Street analysts were predicting an “E-DTC” explosion. This article addresses what happened.
Direct-to-Consumer Advertising in Europe: A Critical Analysis of Opportunities and Challenges
Spectrum - Decision Resources December 10, 1999. In the late 1990’s I had begun to present the concepts of direct-to-consumer advertising to audiences in Europe. I observed a change from staunch rejection to quiet interest to experimentation over a couple years. This paper was prepared at the request of an industry publisher to help clarify and communicate key issues around the emerging opportunities in Europe.
It’s Time to Put the “Direct” Back into DTC
DM News, August 11, 1999. This article further emphasizes the opportunity to focus more on direct marketing, in conjunction with mass media, to create a more integrated approach to changing consumer behavior. It offers a broad industry perspective comparing pharmaceuticals to other industries, pointing out ways that the drug companies could improve their approaches to consumer marketing through the use of direct.
Direct Marketing Can Bring Customers into Focus
Product Management Today, March 1995. In the mid-90’s, as direct marketing became more important to marketers, partly to overcome some of the regulatory challenges in using DTC, we began to introduce techniques for raising awareness and driving consumer response to advertising that led to segmented direct marketing campaigns. Because brand names couldn’t be used in TV spots in those days, we advocated disease awareness TV, with branded fulfillment and segmented communications streams.
How Do You Know if DTC is Right For Your Brand?
Product Management Today, June 1993. One of the big questions of the day 1993 was deciding whether it made good sense to invest in developing a DTC campaign for a given brand. This article outlines the criteria and key issues to consider in looking at spending on consumer advertising. It sought to clarify the fact that this was not a homogeneous situation - different approaches are required for each given marketing scenario.
A Product Manager’s Guide to DTC
Product Management Today, July 1992. In this first article on direct-to-consumer (DTC) advertising, I took an historical look at what had happened and shared my understanding about the future for this approach. At the time DTC was emerging quietly as a force, and quickly grew to an important means of communicating healthcare information to consumers
The Decline and Fall of New Brands in the US
Trademark World, October 1989. During my six years in new product consulting, I gained enough visibility and recognition to be considered expert in the area. Trademark World invited me to write this cover story about the decline and fall of new brands in the US. It was written from the perspective that supermarket retailers had gained control of the marketing battle with manufacturers and they had begun to make it difficult to launch new brands. The magazine also published the remarks of eight other experts who disagreed with my views.