Prescription drug marketers have spent $1.4 billion on ads annually since a 1997 FDA law change that opened the airwaves. Now, drug companies can gauge how well their retail marketing works. Consultancy Creative Healthcare Solutions and pharmaceutical market research firm Delta Marketing Dynamics, Jamesville, NY, have published the 1999 Retail Pharmacy Capabilities Report. Drug manufacturers can compare how different retailers execute promotions. Pharmacy chains and wholesalers can benchmark their performance against competitors, and see how manufacturers rate their execution of manufacturers’ own programs. More information: Rob Jacobson, Creative Healthcare Solutions, Saratoga Springs, NY, 480-905-8373, or [email protected].
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