Disconnected DTC campaigns

I just read an interesting article on the DTC Perspectives site this morning discussing common disconnects between "DTC" and "professional/physician" marketing campaigns. These campaigns are typically marketed by distinct internal pharma divisions, however the article points out several benefits that can be achieved through the use of a more integrated approach.

Most significant of these benefits was the potential for DTC marketing to influence physician long-term prescribing behavior via exposure to patient drug recommendations/preferences. The article advocates a more "connected" approach to DTC/DTP marketing with additional care taken to maintain the brand image across the different marketing programs in order to maximize cross-promotional effects.

It's a good read - take a look.
Avoiding Disconnected DTC

Introductory Post

Welcome to The Healthcare Marketing Blog. Each week I'll be posting new information, articles, and techniques for marketing healthcare products and services online.

My personal background is in online healthcare marketing - in particular search engines and technical marketing strategies. I've been performing professional search engine marketing services for five years having received my start in 1999 as one of two Search Engine Optimization Specialists with USWeb/CKS. I currently run an interactive healthcare marketing agency FirstRanked Healthcare specializing in search engine marketing strategies for the pharmaceutical, medical device, and healthcare provider industries. If you have any questions for me please feel free to contact me through the FirstRanked website.

Best Regards,
Marshall Clark