PharmaVOICE - 
March 2009
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In Every Issue
Last Word
Ms. Stokes says companies need a safety plan, one that [...]
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Talent Pool
Pharmaceutical POOL Deirdre CONNELLY GlaxoSmithKline Selects Head of North American [...]
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E-media
New electronic and web-based applications, sites, and technologies Ziment Unveils [...]
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What’s New
New healthcare-related products, services, and companies GfK Consolidates Market Research [...]
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PharmaTrax
Sales, marketing, And R&D Trends affectinga the healthcare industry EU [...]
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PharmaOutlet
Contributed by Ken Begasse Jr. The Changing sales model provides [...]
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Ken Begasse Jr.

Upfront
Milestones kinetix turns 10 Kinetix, a specialized healthcare consulting firm [...]
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Raise Your Voice
A winter of discontent Oh, yes, change is in the [...]
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On The Cover

Defining GLOBAL
BY DENISE MYSHKO AND ROBIN ROBINSON KARLA ANDERSON Managing Director, Life Sciences BearingPoint Global is a perspective of looking at the business in its totality, not just at a given market or a given country or a given set of rules and regulations, but at the business as a whole. It’s always considering the interdependencies [...]
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Denise Myshko and Robin Robinson

Features

A New Odyssey to Rediscover Mentoring
Purohit Navigation
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Advertising or Patient Safety?
Contributed by Frederick J. Balboni Jr., Executive Director, Consortium for the Advancement of Patient Safety (CAPS) What if all label instructions and warnings suddenly disappeared? Issue Overview In May 2010, the pharmaceutical manufacturing industry may be faced with a daunting change. The United States Pharmacopoeia (USP) — an official public standards-setting authority for all medications [...]
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Frederick J. Balboni Jr

Global Thought leaders
Karla Anderson, Managing Director, Life Sciences, BearingPoint Inc. — A provider of management and technology consulting services. For more information, visit bearingpoint.com. Leone Atkinson, M.D., Senior Director of Clinical Development, PTC Therapeutics Inc. — A biopharmaceutical company focused on the discovery, development and commercialization of orally administered, proprietary, small-molecule drugs that target post-transcriptional control processes. [...]
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Mobile Marketing
by Robin Robinson Experts anticipate that mobile marketing is going to contribute significantly to the pharmaceutical marketing mix in the future. From text messages to videos, smart phones can be used to help educate and mentor a patient to be more compliant and adherent and create better relationships between patients and physicians. These technology advances, [...]
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Robin Robinson

GLOBAL Marketing Trends Communication Around Risk Management
Proactive communications around risk management is a new critical success factor for life-cycle management. Ilyssa Levins • The Center for Communication Compliance Everyone needs to be accountable for regulatory compliance, including communication agencies, which can no longer abdicate responsibility to clients. More comparative data and increased risk assessment before and postapproval are now more essential [...]
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Myth or Fact? GLOBAL Branding
by Robin Robinson Brand development has gone global, while execution, for the most part, remains local. While marketers have developed effective strategies and executions to create successful multinational campaigns, what constitutes a global brand remains up for debate. “Creating global positioning and corporate messaging is a long and tiring process and some companies have done [...]
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Robin Robinson

GLOBAL Safety Issues
BY DENISE MYSHKO The European Commission has proposed a series of efforts, commonly referred to as the Pharmaceutical Package, which contains three important initiatives: a proposal for a directive on how to modernize pharmacovigilance; a proposal to address counterfeit medicines; and a directive on the future direction of the supply of health information to patients. [...]
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Denise Myshko

The GLOBAL Regulatory Environment
By Denise Myshko The concerns of regulators around the globe lean toward the safety and the cost-effectiveness of prescription drugs. Cost-containment has and will continue to be the buzzword as governments around the world struggle with slowing economies and rising healthcare costs. In fact, some industry experts are predicting that the current economic downturn will [...]
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Denise Myshko

Technology Key for GLOBAL Development
BY DENISE MYSHKO Experts say technology has the potential to help pharmaceutical sponsors address communication challenges, manage data effectively across geographic regions, and ultimately speed processes. “Communications technology is core to global development,” says Brad Thompson, Ph.D., chairman, president, and CEO of Oncolytics Biotech. “The ability to shunt data back and forth in real time [...]
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Denise Myshko

An Approach to Language in GLOBAL Trials
Informed consent procedure requires that written consent be translated into the patient’s native language, and any unique cultural aspects be taken into account. In addition, many countries have multiple language translation requirements, depending on the population demographics. When linguistic differences and key cultural factors are not considered, they can ethically compromise the process of informed [...]
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GLOBAL Patient Recruitment
BY DENISE MYSHKO Patient recruitment has and will continue to evolve in a global marketplace, with all countries competing equally and being measured on performance for the quality of patients screened and recruited within the shortest amount of time. “The U.S. market was the most developed in terms of patient recruitment and its expertise in [...]
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Denise Myshko

GLOBAL Development
BY DENISE MYSHKO Drug developers are looking to emerging markets and increasing their outsourcing efforts as ways to access expertise and reach. Pharmaceutical companies will continue to globalize their preclinical and clinical development activities to increase speed-to-market and expand their presence in emerging markets. Within three years, major sponsors project that up to 65% of [...]
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Denise Myshko

GLOBAL Talent
As companies globalize and seek to maximize the opportunities and challenges that result, they need to ensure that they have an understanding of the talent potential that exists globally. All too often companies think in local operating terms or seek to attract talent within the country where they have their headquarters/regional headquarters located. This has [...]
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Buying Big GLOBAL
How M&A Impacts the Pharma Market As patent expirations and dwindling pipelines, along with an embattled economy, put a dent on pharma profits, acquisitions again become a necessity for large pharma companies seeking to maintain a healthy bottom line. With Pfizer’s purchase of Wyeth, among other big industry moves, the question is how will this [...]
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Kim Ribbink

Going… Going… GLOBAL
by Robin Robinson Companies are exploring new business opportunities and models to better manage operations located around the world. Fred Hassan • Schering-Plough We’ve been working very hard to develop our global culture, and by that I mean the way people can expect to work with each other — or behave with each other — [...]
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Robin Robinson

Letter from the Editor
Global is as global does A New World Order Welcome to the first annual Going Global special issue. We recognize that spanning the globe like Jim McKay is no easy feat and impossible to do in one publication, but we hope to avoid the agony of defeat as we bring you a sampling of the [...]
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Taren Grom, Editor

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