Interpreting Trends in Emerging & Social Media

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DTC or DWC

Posted by Jim Walker on July 09, 2010   

   

Southwest Airlines and Pharma Content Creation: What's the Connection?

Posted by Sam Agris on July 09, 2010   

   

Your "Cheat Sheet" Into the World of Social Media Marketing

Posted by Sharon Erlich on July 09, 2010   

   

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 The Emerging Media team is focused on those technologies, channels, and trends that have the potential to significantly impact the marketing landscape in the next 6–18 months. The team develops new methodologies and approaches for taking advantage of these opportunities to redefine customer relationships.

 

 

Jim Walker, Strategic Lead, Emerging Trends

Jim provides digital strategic marketing insights for a wide-range of clients, focusing on Healthcare 2.0 solutions. Jim uses his extensive knowledge and experience in the fields of social media marketing and emerging media to help brand teams take advantage of the constantly changing landscape of social networks, mobile marketing, and video campaigns.

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DTC or DWC

Posted by Jim Walker on July 09, 2010 | Cadient Blog

The rise of direct-to-consumer (DTC) advertising in the United States dates back to the mid-1990s when Claritin® began running their "Blue Skies" campaign. The influence of DTC gained even more momentum in 1997 when the FDA released draft guidance enabling the use of broadcast television ads. Since that time, DTC pharmaceutical marketing budgets have soared into billions of dollars per year. We are now at a similar inflection point in pharmaceutical advertising, this time driven by the rise of social media technologies. The age of DTC is drawing to a close, and the age of DWC is here.