In a roundtable discussion, several media directors in media marketing discussed the media issues and offer few words of advice to their pharmaceutical industry clients. Gwen Canter, VP and Media Director at Sudler & Hennessey thinks the biggest challenge is to fully integrate all their plans -- that's "e," traditional journal advertising and things that are DTP-focused -- into one plan using one budget to maximize reach. Rebecca Frederick, General Manager at Conectics thinks one thing that's key is that you really can't just be a media person. You have to be part of their marketing place. Canter said they want their clients to know they're working with the providers of syndicated data to actually get the metrics in place and deliver the return on investments. And they really work as an entity, as an industry, to develop market research, so that they can have everything that's truly measurable integrated.