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	<title>Underscore Marketing: We get digital marketing right.</title>
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	<link>http://www.underscoremarketing.com</link>
	<description>We are experts in: Awareness Advertising, Direct Response, Media Planning and Buying, Search Engine Marketing, Social Media and Digital Measurement.</description>
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		<title>e-Pharma Summit 2010 commences</title>
		<link>http://www.underscoremarketing.com/2010/02/08/e-pharma-summit-2010-commences/</link>
		<comments>http://www.underscoremarketing.com/2010/02/08/e-pharma-summit-2010-commences/#comments</comments>
		<pubDate>Tue, 09 Feb 2010 03:36:38 +0000</pubDate>
		<dc:creator>Lauren Boyer</dc:creator>
				<category><![CDATA[Conference Attendance]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=636</guid>
		<description><![CDATA[After another productive year of marketing to patients and HCPs online, digital thought leaders will gather in the City of Brotherly Love to discuss success, spark innovation and share challenges. There&#8217;s usually a healthy bit of debate and skepticism to keep things lively, but after a whirlwind 48 hours, we each tend to emerge with [...]]]></description>
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		<title>Underscore&#8217;s POV on the 11/2009 FDA hearings regarding digital DTC</title>
		<link>http://www.underscoremarketing.com/2009/11/11/underscores-pov-on-the-112009-fda-hearings-regarding-digital-dtc/</link>
		<comments>http://www.underscoremarketing.com/2009/11/11/underscores-pov-on-the-112009-fda-hearings-regarding-digital-dtc/#comments</comments>
		<pubDate>Wed, 11 Nov 2009 16:18:38 +0000</pubDate>
		<dc:creator>Lauren Boyer</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[Underscore Musings]]></category>

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		<description><![CDATA[The following is Underscore Marketing's POV on the 11/2009 FDA hearings regarding marketing Rx and Health brands digitally.]]></description>
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		<title>Presentation from iMedia Financial Marketing Summit</title>
		<link>http://www.underscoremarketing.com/2009/10/17/presentation-from-imedia-financial-marketing-summit/</link>
		<comments>http://www.underscoremarketing.com/2009/10/17/presentation-from-imedia-financial-marketing-summit/#comments</comments>
		<pubDate>Sat, 17 Oct 2009 16:16:14 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=620</guid>
		<description><![CDATA[For those of you who were at yesterday&#8217;s iMedia Financial Marketing Summit (or for those who wanted to be, but couldn&#8217;t make it), here&#8217;s a link to my presentation on getting additional bang for your buck in the depressed economic climate.
iMedia Financial Summit preso &#8211; Hespos
Some of these display media buying tactics can pay off [...]]]></description>
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		<title>Overhaul Terms &amp; Conditions?</title>
		<link>http://www.underscoremarketing.com/2009/10/02/overhaul-terms-conditions/</link>
		<comments>http://www.underscoremarketing.com/2009/10/02/overhaul-terms-conditions/#comments</comments>
		<pubDate>Fri, 02 Oct 2009 13:54:10 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=603</guid>
		<description><![CDATA[This piece in iMedia should probably have been titled &#8220;Why it&#8217;s time to overhaul Terms &#38; Conditions,&#8221; but my editor took liberties.   
The length of time we spend wrangling over terms and conditions on each media buy tends to ebb and flow like the tide.  As market conditions change, buyers and sellers clash over [...]]]></description>
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		<title>MIXX Panel</title>
		<link>http://www.underscoremarketing.com/2009/09/25/mixx-panel/</link>
		<comments>http://www.underscoremarketing.com/2009/09/25/mixx-panel/#comments</comments>
		<pubDate>Fri, 25 Sep 2009 19:16:42 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=597</guid>
		<description><![CDATA[
Thanks to Adify Media&#8217;s Thai Arizpe for sending along this photo of the panel I moderated on Monday at this year&#8217;s MIXX Expo.  The panel covered a lot of territory, touching on definitions of engagement, leveraging the mid-tail, effectiveness measurement and more.  The panelists were Bernie Albers of SixApart, Rob Griffin of Media Contacts, Steve [...]]]></description>
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		<title>On Digital Competitive Tools</title>
		<link>http://www.underscoremarketing.com/2009/09/02/on-digital-competitive-tools/</link>
		<comments>http://www.underscoremarketing.com/2009/09/02/on-digital-competitive-tools/#comments</comments>
		<pubDate>Wed, 02 Sep 2009 19:06:15 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=594</guid>
		<description><![CDATA[It&#8217;s frustrating when client-side marketers request robust competitive data on their particular category.  The suite of tools we can access in the digital realm is sorely lacking, and I thought it was important for people to understand why.  In my latest iMedia piece, I cover digital competitive tools and why they fall short, as well [...]]]></description>
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		<title>On Honesty</title>
		<link>http://www.underscoremarketing.com/2009/08/24/on-honesty/</link>
		<comments>http://www.underscoremarketing.com/2009/08/24/on-honesty/#comments</comments>
		<pubDate>Mon, 24 Aug 2009 14:47:15 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=588</guid>
		<description><![CDATA[Recently, iMedia Connection ran my InFocus piece entitled &#8220;5 Social Media Campaign Killers.&#8220;  In it, I described dishonesty as one of the worst social media campaign killers of all, and I shared something from Underscore Marketing&#8217;s social media credo:

You will never use [social media] to:

Obscure the truth
Spread an untruth
Propagate rumors with a reckless disregard for [...]]]></description>
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		<title>Pharma Marketing More &#8220;Social&#8221; Than Ever</title>
		<link>http://www.underscoremarketing.com/2009/08/06/pharma-marketing-more-social-than-ever/</link>
		<comments>http://www.underscoremarketing.com/2009/08/06/pharma-marketing-more-social-than-ever/#comments</comments>
		<pubDate>Thu, 06 Aug 2009 14:12:51 +0000</pubDate>
		<dc:creator>Tom Hespos</dc:creator>
				<category><![CDATA[Underscore Musings]]></category>
		<category><![CDATA[adage]]></category>
		<category><![CDATA[conversational marketing]]></category>
		<category><![CDATA[iMedia]]></category>
		<category><![CDATA[pharmaceutical marketing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[Tom Hespos]]></category>

		<guid isPermaLink="false">http://www.underscoremarketing.com/?p=584</guid>
		<description><![CDATA[For some reason this week, my pieces have been generating a lot of comments and discussion.  This week, I responded to an article that ran in AdAge by Jonathan Richman.  At first glance, we appeared to be pretty far apart in our assessments of the future of social media within pharma marketing.  However, I&#8217;ve exchanged [...]]]></description>
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