NEW JERSEY, May 20, 2002: Convergence is coming...

In many ways, it's already here. Cell phones built into PDAs. Pagers that read emails. Taxi cabs with devices on the roof that use a GPS system to display an ad for a store in the location the cab is near. MP3s players that are also digital still and video cameras.

Convergence is a term that we use to describe a synergy between communication platforms and broad acceptance of them. And we believe there is a coming convergence in direct to consumer marketing of pharmaceutical brands. A convergence in which we believe everyone wins. Here are the factors which we beleive are going to open wonderful new opportunities for patients, physicians, and pharmaceutical marketers:

Fact: Broadband connections are gaining increasingly broad acceptance. Every day more and more people are gaining internet access, or increasing their speed. Modems are going to DSL, or cable.

Fact: Broadband access allows high speed digital video messages, such as DVD on demand, video on demand, and CD quality sound.

Fact: One of the fastest growing segments of internet users are 50+. Whether they are getting hooked up to keep in touch with the grandkids, or going for an advanced degree, baby boomers are adopting the web and its communication power like never before.

Fact: Aging baby boomers are always looking for information about health. Right now, there are over 58 million people over 50. And there will likely be more than 63 million in 2003. They are using the web to find information about staying healthy, and buying books about health related topics.

Fact: Digital communications are finding their way into everyday lifestyles of seniors. DVDs. Camcorders. HDTV. Tivo. Retirees are enjoying their retirements with the latest digital toys.

The convergence? With broadband popularity, and digital savvy growing, among a population of people who have an increasing appetite for as much information about staying as healthy as possible -- DTC marketers can have a wonderful opportunity to create in-depth digital "programming" for sub populations of patients -- and indirectly promote pharmaceutical brands -- or corporate brands.

Imagine a 50+ patient wants more information about GERD -- he or she performs an internet search and finds a site called "HeartburnStrategies.com" (we're making this up -- if this actually exists, we couldn't access it). When they arrive, they can view special content that features Marriette Hartley and Jim Garner (again, making this up) who interview leading GERD specialists. And it's all brought to you by AstraZeneca, a leading pharmaceutical company that makes life enhancing medications.

Imagine the possibilities for smaller brands -- or smaller companies -- to get targeted messages to the people who need them -- when they want them -- instead of getting messages to potential populations when you might reach them.

Think convergence is still far away? Last week, Tivo, the company that makes VCR-like boxes that allow you to "edit out" TC commercials, introduced a new form of "advertainment" in which viewers are asked to "opt in" to see special programming that indirectly supports a consumer brand.

What are you to do about the coming opportunities? How can your brand benefit from the digital revolution?

Next week we'll have a series of synopses of the companies you should be talking to about digital communications and direct to consumer marketing.

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