- Executive Summary
- Introduction
- Improving the Quality of Health Information on the Net to Increase Value and Educate Consumers
3.1 Introduction
3.2 Building Trust on the Internet
3.3 Standards of Quality
3.4 Establishing Ethical Standards
3.5 Privacy: Guidelines, Theory and Practice
- FDA Regulation of Dissemination of Information Over the Internet
Part I
4.1 Introduction
4.2 Hypothetical Case
4.3 FDA Rules and the Agency's Current Position
4.4 Labeling, Advertising and Promotion
4.5 Off-label Uses and Preapproval Promotions
4.6 Scientific and Educational Activities
4.7 Direct-to-Consumer Rules
4.8 Broadcast Ads
4.9 Pharmacists and Pharmacy Benefit Management
4.10 Formal and Informal Enforcement Techniques
4.11 Typical Company Web sites
4.12 Hyperlinks to other Web Pages
4.13 Company-sponsored Chat Rooms
4.14 Emerging Issues and International Regulation
4.15 Protection of Privacy for Consumers on the
Internet
4.16 International Web site Promotions
4.17 Conclusion
Part II
4.18 Introduction
4.19 Legal Requirements for DTC Ads
4.20 Examples of FDA Regulatory Actions
- Case Study 1
- Case Study 2
- Case Study 3
- Case Study 4
- Case Study 5
- Case Study 6
- Case Study 7
- Case Study 8
- Case Study 9
- Case Study 10
- Case Study 11
- Case Study 12
- Case Study 13
- Case Study 14
4.21 Use of Internet Promotions
4.22 Washington Legal Foundation (WLF) versus
Friedman
4.23 FTC Regulatory Posture
4.24 FTC Regulatory Actions
- Case Study 1
- Case Study 2
- Case Study 3
- Case Study 4
- Case Study 5
- FDA Regulatory Enforcement of Promotion Over the Internet
5.1 Current FDA Policy Statements and Guidance's
Regarding Promotion on the Internet
5.2 European Commission Guidance
5.3 Effect of the Food and Drug Modernization Act
and Recent Court Decisions
5.4 Recent Court Decisions
5.5 Unresolved Issues; Status of Internet-specific
FDA Guidance
5.6 Unresolved Issues in Internet Promotion of
Medical Products
5.7 Basis of FDA Enforcement
5.8 Civil Actions
5.9 Warning Letters
5.10 Notice of Violation Letters
5.11 FDA Initiatives Relating to Sales of
Pharmaceuticals via the Internet
5.12 The FTC Proposed Rule
5.13 FTC Enforcement Actions
5.14 Summary and Conclusions
- Strategic Internet Partnerships to Increase the Impact of Your Message
6.1 Introduction
6.2 Partnerships as a Value-added Service
6.3 A Rationale for Internet Partnerships
6.4 Emerging Web-based Approaches for Clinical
Trials Information
6.5 Increasing Sponsor and Partner Web Site Traffic
6.6 Increasing Visibility in a Specific Therapeutic
Area
6.7 The Internet: Safety Net in Patient Recruitment
6.8 Growth in Clinical Trial Postings
6.9 Reaching the Patient
6.10 Sources of Patients for Clinical Trials
6.11 Cost-effectiveness of Patient Recruitment
Internet Partnerships
6.12 Case Study: Partners Healthcare
6.13 Conclusions
- Orchestrating Offline/Online Integrated Marketing
7.1 A Strategic Approach to Integration
7.2 Managing the Strategic Idea
7.3 Examples of Successful Integrated Marketing
7.4 Conclusion
- Using the Internet to Increase Brand Awareness and Credibility
8.1 The Electronic Promotion Manager at
AstraZeneca
8.2 The Value of Brand Names
8.3 Advantages of Internet-Based Marketing
Initiatives
8.4 Issues with Internet-based Marketing Initiatives
8.5 Internet-based Branding and Non-Branding
Activities
8.6 Product-Specific Web Sites
8.7 Banner Advertising
8.8 Sponsorship of Web Site Content
8.9 Conclusion
8.10 Questions and Answers
- Synchronizing Traditional and New Media for Maximum Results
9.1 Introduction
9.2 Greater Control of On-line Marketing Campaigns
9.3 Differences between Web and Traditional Media
9.4 The Evolving Web Environment
9.5 Synchronizing Media Requires a Cross-discipline
Management Approach 107
9.6 Steps Toward Launching an Interactive
Marketing Campaign
9.7 Setting Media Goals
9.8 Developing an Effective Media Strategy
9.9 Distributing the Campaign
9.10 On-line Campaign Optimization
9.11 Summary 115
- E-detailing: Using the Internet to Increase Market Share and ROI
10.1 Introduction
10.2 Physicians Have Less Time to Learn and be
Reached
10.3 Traditional Marketing Media
10.4 Building E-detailing: The Physicians' Needs
10.5 Building E-detailing: Pharmaceutical
Companys' Needs
10.6 The Bionic Rep - 24/7 Access and other
Benefits
10.7 Keys to Successful E-detailing
10.8 Overview of Virtual Detailing Campaign Results
10.9 E-detailing Leads to Increased Brand
Awareness and Interest
10.10 Summary
- Driving Traffic to Your Site to Increase Awareness and Sales
11.1 Introduction
11.2 Online Objectives for 2000
11.3 Offline and Online Media Planning
11.4 Considerations for an Online Marketing Plan
11.5 Online Vehicles for Driving Traffic
11.6 Media Placement
11.7 Banners
11.8 Email
11.9 Partnerships
11.10 Rich Media
11.11 Credibility and Adherence to Regulations
11.12 The Future: Test and Optimize
- Search Engine Tips
12.1 Introduction
12.2 Human Ranked Directory-based Search
Engines
12.3 Important Points about Directory Submissions
12.4 Crawler-based Search Engines
12.5 Criteria for Top Search Engine Placements
12.6 More About Keywords
12.7 Measuring Link Popularity
12.8 About Submitting Your Site
12.9 Other Tools
- The Right Information for the Right Reader
- Using Metrics and Analysis to Measure Internet ROI
14.1 Introduction
14.2 Internet: Fastest Growing Medium in History
14.3 Internet Advertising Effectiveness
14.4 Message Awareness By Approach
14.5 Internet Advertising Strategy
14.6 Calculating Internet Advertising ROI
14.7 Factors to Consider
14.8 Creating Your Own Formula
- Combining Technology and Strategy to Increase ROI
15.1 Introduction
15.2 ROI Isn't Everything
15.3 Vision is Everything
15.4 Brand is everything
15.5 Content is King
15.6 Banners
15.7 Beyond the Banner
15.8 Online Outreach
15.9 Coupons
15.10 Improved Communication and Supply Chain
Management
15.11 Online Market Research and Information
Collection
15.12 Promotion Online
15.13 Database-backed and Interactive
Communities
15.14 Permission Marketing
15.15 Partner Sites and Affiliate Programs
15.16 Establishing and Entering New Markets for
Competitive Advantage
15.17 The Rules of Measuring ROI on the Internet
15.18 Emerging Technologies that Impact ROI
15.19 Conclusions
- Advanced and International Regulatory Issues for Marketing Pharmaceuticals Over the Web
16.1 Introduction
16.2 The Patient View
16.3 Worldwide Internet Development
Considerations
16.4 Other Considerations
16.5 Non-Promotional Internet Activities
16.6 FDA Regulations or Guidance
16.7 Non-U.S. Regulations of Promotion on the Web
16.8 Summary
- Implementing a Language Strategy
17.1 Introduction
17.2 Fundamentals of Marketing Globalization
17.3 Language Considerations
17.4 Growth of Language Content
17.5 The MarCom Authoring Dilemma
17.6 Centralization for Consistency
17.7 Databases, for Multiple Language Publication
17.8 The Translation Team
17.9 Multi-purposing Translated Text
17.10 Translation Memory Management
17.11 Multi-lingual Graphics and Printing
17.12 Asian Languages
- Using the Internet to Reach International Markets
18.1 Introduction
18.2 The International e-Health Landscape
18.3 Non-English Language Internet Access
Statistics
18.4 International Doctor Internet Usage
18.5 Certain International Regions are Poised for
Explosive Internet Growth
18.6 The Potential of the European Internet
Healthcare Market
18.7 The Large Healthcare Portals
18.8 Non-US Healthcare Sites
18.9 Developing Market Segmentation
18.10 Pilot Online Services
18.11 Establishing a Promotional Strategy
18.12 Content Development for International Users
18.13 Develop New Content
18.14 ROI Issues in Targeting Multiple Demographic
Groups
18.15 International Regulatory Issues
18.16 Conclusions
- Conclusions and Expectations for the Future
19.1 Self-Regulation and Strengthening Customer Relationships through Trust
19.2 New Medium Brings on New Tactics
19.3 Driving Traffic to the Web Site
19.4 Accessing Global Markets
19.5 Increasing Return on Investment
- Conclusions and Expectations for the Future
