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PharmaVOICE
- Nov/Dec 2011

Media Mix of the Future: Digital Channels and Unbranded Messaging
Robin Robinson

    The media and channel mix of tomorrow will begin to shift toward more digital, consumer-centric media, although in the early days, bottom-line channel decisions will still be based on ROI, our experts say. Many predict that using social media channels, while still at a low spend percentage today, will increase, and one expert is bold enough to predict the end of print as we know it.
    No one knows for sure what 2012 and beyond will bring to the marketing table, but one thing is certain, the industry will need to evolve like other industries in order to meet the needs of its new technology-savvy...

Sidebar:
Sound bites From the Field

Mark Bard is a Board Member of The Digital Health Coalition, a nonprofit organization that was ­created to serve as the collective voice and national forum for the discussion of the ­current and future issues relevant to digital and electronic marketing of healthcare products and services. For more information, visit digitalhealthcoalition.org.
Jay Carter is Senior VP, Director of Strategy Services, AbelsonTaylor, an ­independently owned, full-service healthcare advertising agency. For more information, visit abelsontaylor.com.
Mary Beth Cicero is Principal of Drug Market Info, an Internet-based service offered by MarketSense Ltd., a healthcare consulting firm assisting clients with marketing and business development. For more information, visit drugmarketinfo.com.
Drew Desjardins is Senior VP of Strategic Planning and Account ­Management at Dudnyk, an ­independently owned, full-service branding, medical marketing, and advertising agency. For more information, visit dudnyk.com.
Joe Daley is President of GSW Worldwide, an inVentiv Health ­company, and healthcare advertising agency. For more information, visit gsw-w.com.
Pam Garfield is VP at Patient Health Perspectives, which specializes in creating and managing technology solutions to help healthcare ­organizations capture and maximize the patient experience to affect change and compel action. For more information, visit phperspectives.com.
Harris Kaplan is Founder and CEO of Healogix, a full-service, custom marketing research consultancy for the pharmaceutical and biotech ­industries. For more information, visit healogix.com.
Subhro Mallik is Associate VP with the life-sciences practice at Infosys Ltd., which provides business consulting, IT solutions, and services to ­companies globally. For more ­information, visit ­infosys.com.
Winselow Tucker is VP of ­Marketing at Infinity, which is an ­innovative drug discovery and ­development company seeking to ­discover, develop, and deliver to patients best-in-class medicines for difficult-to-treat diseases. For more information, visit infi.com.
Scott Weintraub is Chief Marketing Officer and Principal at Healthcare Regional Marketing, a ­regional marketing services provider. For more information, visit hrmexperts.com.
Crucial Skills for Today’s Marketer
Leigh Householder is VP, ­managing director at iQ, the ­innovation lab of GSW Worldwide. For more ­information, visit whatsyourdigitaliq.com.
Ed Mitzen is Founder of ­FingerPaint Marketing Inc., an ­integrated marketing and ­advertising firm, equal parts offline and online, employee-owned, and inspired. For more information, visit fingerpaintmarketing.com.
Mike Myers is President of Palio, a full-spectrum advertising and ­communications agency. For more ­information, visit palio.com.
Tim O’Rourke, Ph.D., is Chief ­Research Officer at Healogix, which ­provides marketing research and ­consulting for the pharma and biotech industries. For more information, visit healogix.com.
Al Topin is President of Topin & ­Associates, an independent, full-service, medical marketing communications ­company. For more information, visit topin.com.

Experts
Elliott Berger. VP, Global Marketing and Strategy for ­Catalent Pharma Solutions, which provides development services from advanced delivery technologies to ­supply solutions for drugs and biologics. For more information, visit catalent.com.
Jay Bolling. President and CEO, Roska Healthcare ­Advertising, a full-service a­dvertising agency with ­expertise in engaging prospects through communications that integrate data and insight-driven marketing and advertising solutions. For more information, visit ­roskahealthcare.com.
Michael Brzozowski. Chief Strategy Officer, HealthEd, which uses knowledge about patients to unlock the fullest potential of healthcare, turning ­education into performance. For more ­information, visit healthed.com.
Nick Colucci. President and CEO, Publicis Healthcare ­Communications Group, a healthcare communications agency network. For more information, visit ­publicishealthcare.com.
Bill Cooney. President and CEO, MedPoint ­Communications Digital Inc., which provides ­specialized ­digital services to the global biopharma industry. For more ­information, visit medpt.com.
Scott Evangelista. Principal, National Commercial Practice Leader, Deloitte, which offers a menu of professional services ­delivered in an integrated ­approach that cuts across all segments of the health plan, health provider, and life-sciences industries. For more information, visit ­deloitte.com.
Edward Fotsch, M.D. CEO, PDR Network, a distributor of FDA-approved drug labeling ­information, product safety alerts, REMS programs, and the Physicians’ Desk ­Reference. For more information, visit ­pdrnetwork.com.
Philip Freed. VP, U.S. Marketing, Maquet Cardiovascular, a global provider of medical systems that advance surgical interventions, cardiovascular procedures, and critical care. For more information, visit maquet.com or email philip.freed@maquet.com.
Barbara Haimowitz. VP, ­Marketing Analytics, HealthEd, which uses knowledge about patients to unlock the fullest ­potential of healthcare, turning education into performance. For more information, visit healthed.com.
Frieda Hernandez. VP of ­Business Development, Siren ­Interactive, a relationship ­marketing agency focused on understanding the behaviors of patients, ­caregivers and physicians dealing with chronic rare diseases. For more information, visit sireninteractive.com.
Leigh Householder. VP, Managing ­Director, iQ, the innovation lab of GSW Worldwide. For more information, visit whatsyourdigitaliq.com.
R.J. Lewis. President and CEO, e-Healthcare Solutions, a solutions-focused advertising network specializing in the digital healthcare marketplace and providing access to the healthcare professional and consumer health audiences. For more information, visit e-healthcaresolutions.com.
Robert Nauman. Principal, BioPharma Advisors, a network of consultants. For more ­information, visit
biopharmaadvisors.net.
Terry Nugent. VP, Marketing, Medical Marketing Service, Inc. (MMS), a provider of healthcare lists and email marketing. For more ­information, visit mmslists.com.
Jim O’Dea. President, Rx EDGE, a business unit of LeveragePoint Media, which ­provides a broad array of consumer and patient-directed marketing solutions ­delivered through retail pharmacies. For more ­information, visit rx-edge.com.
Ken Ribotsky. President and CEO, The Core Nation, a family of healthcare ­marketing and medical communications companies (Core-Create, Brandkarma, and Alpha & Omega) that offers strategic, branding, and creative consulting services. For more information, visit thecorenation.com.
Mike Rutstein. President, StrikeForce Communications, which specializes in healthcare marketing in the nutraceutical, OTC, pharma, biotech, and medical-device space. For more information, visit strikeforcenyc.com.


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