PharmaVOICE - 
May 2011
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In Every Issue
Last Word
John Gargiulo, Daiichi Sankyo’s new President and CEO, discusses the [...]
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Talent Pool
Pharmaceutical POOL Dr. Anirvan GHOSH Roche Selects Head of CNS [...]
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Social Media
Social Media Trends, Regs, and Apps Featured Briefs: Nontraditional Players [...]
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Tools of the Trade
New Electronic and Web-based Applications, Sites, and Technologies Featured Briefs: [...]
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What’s New
New Healthcare-related Products, Services, and Companies Featured Briefs: New Company [...]
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PharmaTrax
Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: [...]
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On The Cover

mHealth: Pharma’s Next Blockbuster
The practice of mobile health, or mHealth as it is now known, has been around for decades. The first initiatives were designed to provide greater healthcare access to remote populations, mostly in developing countries. This trend continues and grows daily, providing many patients with a higher quality of healthcare and health education than ever before. [...]
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Robin Robinson

Features

From Blockbuster to Specialty Sales
Specialty pharma companies that solely focus on drugs ­targeted to a specific group of patients are seizing the ­opportunity to make inroads into physician prescribing ­practices by carefully tailoring their sales and marketing ­activities. From Blockbuster to Specialty Sales It seems as if all aspects of the pharmaceutical industry are transitioning from a blockbuster to [...]
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Denise Myshko

HBA’s 2011: Rising Stars
These high-potential women, who ­represent all facets and ­disciplines of the ­life-sciences industry, are being ­recognized by their companies for: Significantly contributing to their organizations. Exemplifying true leadership and acting as a role model for others. Assisting those in subordinate or peer positions and being a team player. Exhibiting dedication to the healthcare industry. Being [...]
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Taren Grom, Editor

Navigating the New ­Communications Landscape
The ways patients seek and share information—both in and out of the doctor’s office—are undergoing radical change. From the rise of the Internet to the explosion of social media to the growing patient demand for active participation in treatment decisions, a multitude of forces are converging to re-shape the healthcare communications landscape. Pharmaceutical companies must [...]
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Chris DeAngelis, Vice President, Strategic ­Initiatives and David Kweskin, Senior Vice President, The Research Intelligence Group

Managing Change in Healthcare Market Research
After years of conservative stagnation healthcare market research is on the threshold of major and unstoppable change. How will this change impact research firms and their clients and how can it best be managed? Change Drivers There are two main drivers of change in the industry: 1. Technology which is giving us new data collection [...]
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Peter Simpson, Principal, Segmedica Inc.

Be Successful in the New World of Accountable Care Organizations
In a few months, there will be a fundamental shift in how some Medicare providers operate with the beginning of the Medicare Shared Savings Program. In January 2012, Accountable Care Organizations (ACOs) identified by the U.S. secretary of Health and Human Resources will emerge that practice differently — placing greater emphasis on the value of [...]
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Keith Mandia Senior Director, Healthcare ­Profiling Solutions, SDI

Integrating Empowerment
The healthcare market continues to undergo a dramatic change that has created a storm of intersecting and interacting dynamics, points of view, and stakeholders. In the face of this increasing complexity, what is needed is the identification of foundational dynamics that clarify and unite this multitude of interconnected and interacting changes. One such foundational dynamic [...]
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Joseph Gattuso, EVP, Chief Strategic Officer, Ogilvy CommonHealth Worldwide

SHOWCASE FEATURE: Honing the Edge
“Almost 70% of companies ­participating in a recent study use a decentralized market ­research structure, and yet often don’t provide training for the skills that make cross-functional decentralized structures work.” Market research, long a key component of success in most pharma operations and strategies, is becoming even more vital as emerging markets, growing payer influence, [...]
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Carolyn Gretton

Ahn Nyeong: South Korea Emerges
In just three years, South Korea has been reclassified from an emerging market to a developed market by IMS. This is based on South Korea’s GDP level, as well as a well-established and growing economy, rising income levels, better living conditions, and an improved healthcare system that has led to general improvements in public health. [...]
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Kim Ribbink

Tapping Into the Power by ­Getting Personal
More and more patients are using Facebook, YouTube, Twitter, and other social media outlets to discuss their health and treatments with peers and caregivers. Social media tools have become an effective way to expand reach, foster engagement, and increase access to credible, science-based health messages, reports the Centers for Disease Control and Prevention. The interactions [...]
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Robin Robinson

Partnering for Diagnostics
Molecular diagnostics, one of the fastest growing segments in the diagnostics market, are key enablers in delivering personalized medicine. According to industry consultants, molecular diagnostics are set to become the dominant platform in clinical medicine. But currently only about 10% of labels for FDA-approved drugs contain pharmacogenomic information. One of the challenges, experts say, is [...]
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Denise Myshko

Creating a Personalized Medicine Strategy
Considered broadly, healthcare is personal. The goal of medical practitioners has always been to get the right drug to the right person at the right time at the right dose. But now industry experts say personalized medicine is at a tipping point as a multitude of factors converge, including advances in technology, dropping price points, [...]
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Denise Myshko

UpFront
America’s biopharmaceutical ­research companies invested a record .4 billion last year in R&D, an increase of .5 billion. Healthcare Providers Say Pharma Provides Value Almost 8 out of 10 physicians view pharmaceutical companies and their sales reps as useful sources of information on ­medicines, according to a survey from KRC Research. PhRMA President and CEO [...]
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Letter from the Editor
The mHealth Revolution The Statistics are staggering. According to a report by research2guidance, by 2015 one in five people around the world will have a smartphone. Another report states that mobile app revenue is expected to reach billion by 2014. Finally, company investment in mobile phone apps and educational websites is up 78%. Experts [...]
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Taren Grom, Editor

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