Restricted Trade Dresses: A Necessity or a Violation of Free Speech?

By Natalie DeMasi,
Research Analyst

Even in the land of the free, there are some things you are not allowed to say.  Schenck v. US (1919) proved that you can’t falsely yell “Fire!” in a movie theater.  And when it comes to a product claim, the FDA has made it clear that if the agency hasn’t approved it, you can’t say it.  But new FDA rules may extend these restrictions beyond mere words.  According to a recent FDA draft guidance, the administration not only cares about what the product label says, but also what it looks like. Continue reading

Transition Periods Ease Marketing Handoffs of Developing Brands

David Richardson, pharmaceutical commercialization and launch expert
By David Richardson,
Director of Research

Pharmaceutical companies begin planning the commercialization of their developing products well before they know for sure whether their product candidates will even make it to market.  New product planning or early commercialization teams typically fill the role as the commercial voice for brands as they move through clinical development.  These teams often develop the plans that will act as the backbone of what become brands’ launch strategies but hand responsibilities to brand teams sometime between Phase 3, registration and launch. Continue reading

FDA Closer to Regulating Dr. Smartphone

Pharma has been quick to take up its share of social media — companies have already staked out their space on Facebook, Twitter and even Pinterest.  Television ad spending is down as drug companies have increased their use of these new platforms to interact with patients and doctors.  Mobile health (mHealth) apps are on the rise.  And with an estimated 3.4 billion smartphone or tablet users with access to mobile health apps by 2017 (according to Research2Guidance), this market represents an enormous opportunity for pharma.  The market will continue to increase as smartphone use spreads into developing countries and as baby boomers age, two groups that could particularly benefit from improved healthcare information and access. Continue reading

DTC Ads Persuade AND Educate Consumers

Direct-to-consumer (DTC) advertising in the pharmaceutical industry is changing.  From 2011 to 2012, money spent on DTC ads by pharmaceutical companies declined by 22% to $3.1 billion, according to Cegedim Strategic Data.  Companies are shifting their marketing mix to include more Internet advertising, resulting in a decline in TV and print ads.  Pharma is realigning its marketing messages in response to public and regulatory backlash. Continue reading

Social Media and Pharma: The Role of Pharmaceutical Companies in the Online Medical Information Mix

When it comes to medical information, pharmaceutical companies are often the last place patients look.  Patients consider pharma a secondary medical resource — if they consider it at all.  One consultant Cutting Edge Information recently interviewed explained that patients who consult pharmaceutical companies’ websites do so to validate the types of information they’ve already learned from a combination of resources: physicians, insurers and online public forums. Continue reading

Emerging Markets Present Big Opportunities in 2013

With continuing uncertainty in established markets such as the US and Europe, pharmaceutical companies are looking further abroad in pursuit of profits.  While many companies have been laying the groundwork to move into emerging markets for many years now, analysts predict that 2013 will be a big year for the BRIC economies’ role in the pharmaceutical marketplace. However, marketing to these countries (and other emerging markets) requires a solid understanding of each country’s individual economic and regulatory landscape. Continue reading