A decent part of the afternoon sounded more like sales pitches than anything else, which is a shame given we might not get this opportunity again for...another 10 years?

It's been a long 2 days, so we'll keep this one short and not only provide takeaways, but also a couple of great quotes.

Best quote of the day goes to Jamie Peck at Rosetta:
"The Plavix site has been hijacked through Sidewiki!"

Funny, but true. Unauthorized content, off-label comments, you name it..and FDA should send Google a warning letter!

Truest quote of the day goes to Hensley Evans:
"Today was more of a monologue than a dialogue"

Not funny, but true. Without a 'conversation' how will things ever change? Here's a thought...remove any redundancy, cut the presentations down by 75%, and spend 2 days generating conversations that form a catalyst for change.

Now for some interesting data.

Digitas Health
Performed research with 1,000 users testing various display ad formats for benefit and risk recall. Scoring was based on a 4 point scale (0= no recall, 4 = 100% recall).

• 0.78/4 score for present-day ad format
• 1.94/4 score for 50/50 split between benefit and risk
• 1.94/4 score for 65/35 (benefit/risk), but higher consumer preference to this format
• 2.03/4 and highest consumer preference through combined benefit+contextually-relevant risk

• ISI requires some college education
• PI requires post-graduate level education