Letter from the Editor The Forum A 360-Degree Approach to Marketing With the Patient at the Center: As budgets start to shift away from mass-media DTC efforts and slick and glitzy advertising, marketers are going old school, in a sense. There is more focus on the healthcare providers, not just as prescribers, but as true providers of care. Company Listing by Topic of Interest Advertising GSW Worldwide — The Magic of Belief to Behavior Brand Positioning Palio Communications — Positioning — An Untapped Opportunity? DTC Advertising CommonHealth — DTC Reality Check: The Actual Effects of DTC on the Physician-Patient Interaction The E-Arena JUICE Pharma Advertising — Tapping the Full Potential of the Tablet PC Educational Programs Avant Healthcare Marketing — Educational Promotional Programs — A Prescription for Success Global Marketing Chandler Chicco Agency and Eastwei Relations — China: The Promise of a Vast Market in Challenging Times Journal Advertising The Association of Medical Publications — Learning About Physicians by Listening Market Research Sudler & Hennessey — Trusting the Gut — Making Room for Predictive Understanding TNS Healthcare — Commitment and DTC: Moving Beyond Loyalty to Long-Term Consumer/Brand Connections Multicultural Programs Phoenix Marketing Solutions LLC — Breaking the Cultural Barriers Through Effective Education Nonpersonal Promotion /alert Marketing — Nonpersonal Promotion — Key to an Integrated Marketing Plan Patient Compliance Group DCA — Compliance: The Sincerest Form of Healthcare Patient Education InfoMedics Inc. — Personalized Treatment Education and Feedback Can Make the Difference in Patient Adherence Product Launches Campbell Alliance — Managing the Logistics of a Product Launch Strategic Planning MedErgy Marketing Inc. — Strategic Planning: A Single Mapping Process Can Have Universal Applicability Marketplace Company and Advertiser Listing in Alphabetical Order /alert Marketing American Medical Association Inside front cover The Association of Medical Publications Avant Healthcare Marketing Campbell Alliance Chandler Chicco Agency and Eastwei Relations CommonHealth ePharmaSolutions Group DCA GSW Worldwide InfoMedics Inc. JUICE Pharma Advertising MedEergy Marketing Inc. Palio Communications Phoenix Marketing Solutions LLC Sudler & Hennessey Sudler & Hennessey TNS Healthcare VIEW on Marketing September 2006

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