PharmaVOICE - 
April 2009
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In Every Issue
Last Word
Novartis Oncology’s David Epstein discusses the growing relevance of diagnostics [...]
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Talent Pool
Pharmaceutical POOL Dr. Charles BOWDEN Peter TAM Vivus Announces Two [...]
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E-Media
New electronic and web-based applications, sites, and technologies Knexus Provides [...]
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What’s New
New healthcare-related products, services, and companies TGaS Advisors Offers Regulatory [...]
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PharmaTrax
Sales, marketing, And R&D Trends affecting the healthcare industry Verified [...]
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PharmaOutlet
Contributed by Kit Howard, M.S., CCDM, CRCP What makes professional [...]
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Kit Howard, M.S., CCDM, CRCP

UpFront
Investment Portfolio R&D Spending by U.S. Biopharmaceutical Companies Increases 3% [...]
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Letter from the Editor
Where do we go from here? There’s no getting away [...]
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Taren Grom, Editor

On The Cover

Standardized Development Metrics
The use of standardized performance metrics by drug developers — CROs and sponsors — to reduce clinical development time and to improve deliverables is more essential than ever for success. BY ROBIN ROBINSON Many companies have attempted to come up with ways to better manage the clinical-trial process, but there has yet to be an [...]
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Robin Robinson

Features

The Perils of Imprecise Forecasting
Contributed by Eric Levin, Senior VP, Princeton Brand Econometrics The ability to market products is directly related to how well a business can forecast outcomes based on alternative courses of action. Most pharmaceutical companies cannot do this very well. A forecaster whose science accurately accounts for a brand’s unique positioning, price, promotion, and competitive environment [...]
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Eric Levin

Mission Possible: Transform the Clinical-Trial Process
The mission of the Clinical Trials Transformation Initiative (CTTI) is to identify practices that will increase the quality and efficiency of clinical trials. According to the organization, its first year was defined by great stakeholder enthusiasm, a strong organizational foundation, and rapid progress in a number of projects. The public/private partnership began in November 2007 [...]
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Dr. George Scangos: Gene Excellence
BY KIM RIBBINK With a practical approach to research and discovery, Dr. George Scangos has led Exelixis from a genomic research firm to a drug discovery and development company with expertise in oncology and metabolism. Research, by necessity, can often be an esoteric pursuit. But for George Scangos, Ph.D., the desire to base that research [...]
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Kim Ribbink

Predicting the Future The Business Case for Forecasting
By Kim Ribbink Risk is an inherent part of the pharmaceutical business — risk of failure in clinical trials, risk that a product won’t achieve regulatory approval, risk that a product underperforms in the market, and risk of withdrawal after adverse reactions and the costly lawsuits that can follow. “Pressure from payers and competitors has [...]
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Kim Ribbink

CMO: A Seat at the Agency Table
BY ROBIN ROBINSON The title of chief marketing officer or chief strategy officer has existed in other industries for years, and the position has been used with increasing frequency within larger consumer advertising agencies, but within the realm of pharmaceutical and healthcare advertising these titles are just starting to be embossed on the business cards [...]
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Robin Robinson

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