From the ad:tech New York presentation, "Big Pharma Shifts Bucks and Attention to Direct" with Meg Columbia-Walsh, Meaghan Shawcross and Bonnie Becker.

Facing tightening FDA regulations and a more sophisticated consumer, major pharmaceutical companies are retrenching their advertising plans. How will today's big pharma players expect to meet "blockbuster" distribution goals without mass media? How will this changing landscape impact agency relationships and "traditional" media spending? Learn from a panel of industry experts why BILLIONS of dollars are shifting before our very eyes and where those dollars are going.

Joe Hartnett, principal of Hartnett & Associates, Inc., moderated this session.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Meg Columbia-Walsh, Managing Partner, CommonHealth; Meaghan Shawcross, Executive VP, Management Supervisor, Xchange; Bonnie Becker, Director of Pharma, Yahoo! Search Marketing

Format: 57:36, 23.1 MB, MP3