www.fdanews.com/articles/148696-pharma-blog-watch
Pharma Blog Watch
August 14, 2012
A Busy Summer for the OPDP (World of DTC Marketing Blog)
“A good rule for evaluating the promotional strategy of a manufacturer is to look at their portfolio,” blogger Rich Meyer writes, “evaluating what kinds of products are being promoted and to which specialties.” He highlights Pfizer as a company that has a major portfolio and a major DTC channel in the U.S. market. At the end of 2011, however, Lilly overtook Pfizer in total DTC spending. While larger companies typically have more products that drive impact promotions, “smaller companies like Forest, BI and Takeda, however, are able to generate an intent to increase prescribing,” Meyer writes.
“A good rule for evaluating the promotional strategy of a manufacturer is to look at their portfolio,” blogger Rich Meyer writes, “evaluating what kinds of products are being promoted and to which specialties.” He highlights Pfizer as a company that has a major portfolio and a major DTC channel in the U.S. market. At the end of 2011, however, Lilly overtook Pfizer in total DTC spending. While larger companies typically have more products that drive impact promotions, “smaller companies like Forest, BI and Takeda, however, are able to generate an intent to increase prescribing,” Meyer writes.