PharmaVOICE - 
Nov./Dec. 2011
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In Every Issue
Publication Planning: The Future of Publication Planning is Bright
Robin Robinson The integrity of publication planning has taken some [...]
By

Robin Robinson

Last Word
Taking Digital Communications to the Next Level Jay Bolling, President [...]
By

Jay Bolling, President and CEO of Roska Healthcare ­Advertising

Talent Pool
Pharmaceutical POOL Percival BARRETTO-KO Astellas Realigns Executive Team Astellas US, [...]
By
PharmaTrax
Sales, marketing, And R&D?Trends affecting the healthcare industry Healthcare Reform [...]
By

Carolyn Gretton

Tools of the Trade
New electronic and web-based applications, sites, and technologies Sermo Sponsorship [...]
By

Carolyn Gretton

Social Media
Social Media trends, regs, and apps Roche Diabetes Care Increases [...]
By

Robin Robinson

What’s New
New healthcare-related products, services, and companies Grey Group Launches Grey [...]
By

Carolyn Gretton

On the Calendar
Industry Events and Conferences, including SPECIAL DISCOUNTS Coming ATTRACTIONS Attendees [...]
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Upfront
Awards… » Bayer is Awarded by HBA Bayer HealthCare is [...]
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Letter from the Editor
The year to come… making healthcare personal — from medications [...]
By

Taren Grom, Editor

On The Cover

The Year of the Extreme Makeover
Every sector in the industry is in a state of flux. In this special issue of PharmaVOICE, more than 160 thought leaders throughout the life-sciences industry discuss the changing market dynamics. According to PricewaterhouseCooper’s 14th Annual Global CEO Survey, which looks at the concerns expressed by pharmaceutical and life-sciences company leaders, CEOs are most concerned [...]
By

Denise Myshko and Robin Robinsons

Features

Online Investigator Training in Clinical Trials: A Roadmap For Success
A Roadmap for Success Successfully implementing online investigator training for clinical research sites requires technology and processes developed specifically for this purpose. As readers of this article are aware, research sites operate in a highly regulated and scrutinized environment. Sites also have a wide range of technical infrastructure and capabilities from study to study and [...]
By

Suzanne Collins, Director of Operations and Dave Young, CEO, Trifecta Multimedical

Multi-Channel Sales Solutions: The Evolving Sales Model
Quintiles
By
Enter the Age of the E-Reader
E-readers are the perfect device to deliver more engaging, emotionally ­ connecting, or richly informative content to patients in the form of an e-book, short story, newsletter, or e-magazine. Buddy Scalera, SVP, Interactive Content and Market Research,Ogilvy CommonHealth Interactive Marketing, part of Ogilvy CommonHealth Worldwide Carrie Baczewski, Copywriter, Ogilvy CommonHealth Interactive ­Marketing, part of Ogilvy [...]
By

Buddy Scalera and Carrie Baczewski, Ogilvy CommonHealth Worldwide

The Increasing Role of the Patient in Phase IV Studies and Registries
Even though Phase IV studies and patient registries have been increasingly required by regulatory agencies for several years now and a wide range of technologies exist to design and manage them in an efficient manner, life-science organizations are still struggling to effectively implement large real-world observational studies. Key challenges such as study design, study implementation, [...]
By

G. Chassaigne, Director, Late Phase Solutions, Medidata Solutions

E-Solutions: Not Just Another Pretty Face
J. Knipper and Company I was recently visiting a client who had just been given a demonstration of a Web-based shopping cart product. He had a medical device that he wanted to make available to doctors for online ordering and resale, so he had been reviewing various e-commerce solutions. He was very excited and wanted [...]
By

Steve Gransden, VP Marketing, J. Knipper and Company

Health Outcomes Research: An Evolution Towards Personalized Medicine and The Digital Future
Medicine and the Digital Future eResearchTechnology Inc. Health outcomes research has emerged as the science of measuring the benefits to patients of new medical products and empirically substantiating those benefits. The term “health-related quality of life” (HRQL) first began to appear in regulatory submissions for labeling and promotion of new pharmaceutical compounds in the mid-1990s. [...]
By

Linda Deal, Head of Health Outcomes Research, eResearchTechnology, Inc.

Showcase Feature: Building a Better E-Machine
Carolyn Gretton Technological innovation remains essential to ensuring companies’ success in the data-driven Pharma 3.0 environment. According to Ernst & Young’s Progressions 2011 report, the next-generation pharma ecosystem continues to gain complexity, with initiatives expanding across a broader array of technologies, including a boom in health-related smartphone apps. IDC Health Insights’ biannual Leading Indicators in [...]
By

Carolyn Gretton

Global: A Shrinking World
Taren Grom Global reach, emerging markets, and cross-divisional ­ expertise are playing an increasing role in all aspects of the life sciences, from R&D and clinical trials to sales and marketing. According to the IMS Institute for Healthcare Informatics, pharm­erging markets will approach U.S. levels of spending on medicines. Over the next five years, the [...]
By

Taren Grom, Editor

Sales: Sales Shift
As sales models continue to morph in light of resource realignment, analysts say the most successful companies will need to have a good talent management strategy in place and will need to provide sales training commensurate with the rep’s role in the future. The future of salesforces has been top of mind for some time [...]
By

Taren Grom, Editor

Patient Communities: The Emerging Role of Patient Communities
Social media serves up patient information to marketers.
By

Robin Robinson

Advertising: New Media Pushes Boundaries of Yesterday’s Advertising
Robin Robinson “Without question, new media has changed healthcare advertising campaigns. ” Drew Desjardins / Dudnyk New Media Pushes Boundaries of Yesterday’s Advertising Digital is here to stay and the advertising world, like everyone else, is feeling the impact. The impact of new media, including mobile, social networks, and digital capabilities, will change the shape [...]
By

Robin Robinson

Market Research: Tapping into New Market Research Opportunities
Tapping into New Market Research Opportunities The growing use of social media is creating new resources for researchers. “Segmentation of the future will be built on many ongoing threads of information and will be more focused on the alignment of the best product for the right ­patient. ” Scott Evangelista / Deloitte Social media is [...]
By

Robin Robinson

PR Today: The Best of Times, The Worst of Times
With the litany of struggles the industry is facing every day, it is no wonder that the role of public relations in the marketing mix is more important than ever. “Through physician leaders and patient advocates, PR offers a unique opportunity to change ­customer thinking and behavior in a credible and cost-effective ­manner. ” Joe [...]
By

Robin Robinson

Social Media: The Time has come to Run the Hurdles
In just a year, social media marketing has come a long way within the industry — in relative terms, that is. And in the coming year, more strides will be made. Pharma still lags behind other industries in its social media spend and use, but it has taken some baby steps in communicating with patients [...]
By

Robin Robinson

Media Mix of the Future: Digital Channels and Unbranded Messaging
Consumer demand will force marketers to adopt the use of social media and targeted patient education as part of the marketing mix. The media and channel mix of tomorrow will begin to shift toward more digital, consumer-centric media, although in the early days, bottom-line channel decisions will still be based on ROI, our experts say. [...]
By

Robin Robinson

R&D: The Drug Device Conundrum
Combining molecules with devices continues to be an evolving trend, but a lot of uncertainty exists around these combination products. There has been a movement toward convergence of technologies. More and more, drugs are being delivered or used in combination with a device with the intent to reduce side effects and increase efficacy. One of [...]
By

Denise Myshko

R&D: Global Regulatory Oversight
Growing regulatory requirements, continued standardization of submission and data requirements, and a continued focus on safety are just a few of the issues facing pharmaceutical companies. “With the FDA’s recent ­acceptance into PIC/S, an ­international agreement between countries’ regulatory agencies, ­inspection information will now be shared between the agencies. ” KR Karu / Sparta Systems [...]
By

Denise Myshko

R&D: Strategic Outsourcing
CROs and pharmaceutical companies continue to finetune their strategic partnerships to gain a competitive edge. “”Companies are looking at ­outsourcing models that allow for sharper research focus, enhanced quality, improved efficiency, and offer a lower and more flexible cost base. ” Alan Morgan / ICON Clinical Research “Going forward, we will see an increase in [...]
By

Denise Myshko

Building a Culture of Innovation
Pharmaceutical R&D is under pressure to counter rising costs, depleted pipelines, and impending patent expiries. The industry is facing not only a productivity crisis, but also a crisis in innovation. Industry analysts say many pharmaceutical and biopharma companies are turning their focus away from R&D and innovation, yet a recent survey by Quintiles and the [...]
By

Denise Myshko

The C-Suite: Corporate Strategies
New Ways Forward Experts agree the time has come to re-evaluate the overall working culture of the life-sciences industry, and they say innovation, new payer models, new stakeholders, and new outcomes are key considerations for future success. “Pharma will need to generate data that are timely, relevant, and robust to better gain the ­attention of [...]
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Taren Grom, Editor

C-Suite: Executive Insights
CEOs, presidents, and executive management team members from across the industry — pharmaceutical, biotechnology, and service companies — discuss the most crucial factors driving change in the industry, as well as their strategies for meeting the challenges of business in the coming years. Jed Beitler is Chairman and CEO Worldwide of Sudler & Hennessey, a [...]
By

Robin Robinson

What’s Ahead for 2012
Our readers identified the top trends and game changers they expect to define the various industry sectors in the coming year. John Blakeley Executive VP and Chief Commercial Officer ERT, a clinical research service provider that assesses the safety of newly developed drugs by major pharmaceutical companies. For more information, visit ert.com. I strongly believe [...]
By

Taren Grom, Editor

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