PharmaVOICE - 
January 2012
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In Every Issue
Talent Pool
executive appointments and promotions in the healthcare industry By Carolyn [...]
By

Carolyn Gretton

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

Carolyn Gretton

What’s New
New healthcare-related products, services, and companies By Carolyn Gretton Parexel [...]
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Carolyn Gretton

PharmaTrax
Sales, marketing, And R&D?Trends affecting the healthcare industry By Carolyn [...]
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Carolyn Gretton

Social Media
Social Media trends, regs, and apps By Robin Robinson Google+ [...]
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Taren Grom, Editor

UpFront
In Memoriam… Robert L. (Bob) Gerbig, co-founder and former CEO [...]
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Taren Grom, Editor

On The Cover

Pharma 3.0 Next Steps
Robin Robinson Pharma Expands Disease ­Categories of 3.0 Efforts Between 2006 and 2009, 24% of Pharma 3.0 initiatives focused first on ­diabetes and metabolics. In 2010, oncology moved to the top with 15% of the year’s ­initiatives, and diabetes and metabolics tied for second with ­immunoscience/inflammatory diseases, at 12% each. Source: EY The industry ushers [...]
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Robin Robinson

Features

Healthcare Decisions in the Age of Social Networks: The Facts About Influencers, Trust and Privacy
Clearly, social networks are an integral part of our lives today. But how much do they impact healthcare decisions? Do people trust — and act on — what they read online? To find out, SSI conducted a study with more than 1,450 U.S. consumers 13 and older. About half of our respondents are from our [...]
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Chris Deangelis, VP Strategic Initiatives, SSI

Search and Social Media for the Pharmaceutical Industry
Much has been said about the role of social media as a marketing vehicle. It offers customers and audiences a way to interact with brands like never before. The paradigm of audience has shifted as our “push” messaging has evolved to a conversation. In the pharmaceutical industry, we are looking to participate in this conversation [...]
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Christopher Cullman, VP Digital Strategist, Ogilvy CommonHealth Interactive Marketing

Nearly All U.S. Doctors are Now on Social Media; Shouldn’t You be Too?
Pharma may be a late adopter of social media, but doctors are all in. According to a recent American Medical News article, Frost & Sullivan found that 84% of doctors use social media for personal purposes. This was confirmed by a QuantiaMD study in which nearly 90% of physicians reported they used at least one [...]
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Terry Nugent, VP Marketing, MMS

Healthcare And Social Media: A Winning Formula
Healthcare and Social Media: A Winning Formula Do you know what physicians are saying to each other about your company and its products? Could you identify the top three fears of patients suffering from a chronic condition treated by your market leading therapy? Social media sites can get pharmacos closer to answering each of these [...]
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Chinmay Bhatt, Partner and David Quigley, Director, McKinsey & Company

Six Social Shifts: Trends Affecting Pharma Now
Like all things digital, the social media environment is moving so fast that even news from just three months ago seems old. The regulatory environment of pharma exacerbates the challenge to stay ahead of this social world. The pharma industry was anything but an early adopter in the social space. The waiting game was two-fold, [...]
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Whitney Poma, Social Media Analyst, GSW Worldwide

Engaging Healthcare Professionals with Social Media
Social media and technology have turned healthcare consumers into e-patients. The “e” is no longer for electronic, but rather for evolved, empowered, and engaged. E-patients are evolved to the point of being screen agnostic when it comes to digital media consumption. They are empowered to make choices about how they interact online, and what they [...]
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Erin Byrne, Managing Partner, Chief Engagment Officer, Grey Healthcare Group

Hitting the Social Comfort Zone
Social Media Carolyn Gretton Pharmaceutical and biotechnology companies are shaking off their hesitance to employ social media tactics by forgoing potential marketing applications in favor of connecting with patients and providers in conversations that engage and inform. Most experts would likely agree that until recently, pharma and biotech companies have taken a toe-dip approach to [...]
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Carolyn Gretton

Insights from the C-Suite: Specialty Pharma
The growing U.S. specialty pharmaceutical market comprises more than 90 companies marketing more than 550 prescription pharmaceutical products and is valued at about billion, according to MCD Group. According to MCD Group, specialty pharmaceuticals are mainly prescribed by clinical specialists and aimed at well-defined patient groups. In many cases, specialty products address large unmet [...]
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Taren Grom, Editor

Making a Difference
Taren Grom Dr. Brad Thompson, Executive Chairman, CEO, and President of Oncolytics Biotech Inc., is excited about the opportunities that his company and the biotech field in ­general can have to make transformative changes in the standard of care for patients. Dr. Brad Thompson has a personal connection to the biotechnology field, particularly in the [...]
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Robin Robinson

Global: R&D Outsourcing
Robin Robinson Outsourcing has always been about cutting costs and creating efficiencies, and today’s pressures have made the R&D process more global than ever. Myriad pressures have the industry looking toward global R&D outsourcing as a life raft in a sea of change. A U.K. report by Deloitte and Thomson Reuters surveyed a dozen pharmaceutical [...]
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Robin Robinson

Forecasting Pharma’s Future
Forecasting Pharma’s Future Denise Myshko Given the volatility of today’s financial landscape, ­companies, more than ever, need a robust forecasting strategy that is clear, effective, and accurate. As companies seek to negotiate the volatility of emerging markets, the uncertainties of healthcare reforms, and changing customer demands, accurate forecasting will need to come to the fore [...]
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Denise Myshko

The Littlest Patients
Denise Myshko Incentives and mandates have spurred drugmakers to test many products in ­ children and to enhance the pediatric information provided on drug ­labels. But experts say there is still a long way to go to address this ­specialty ­population. Over the past 15 years, biopharmaceutical companies have made great strides in studying how [...]
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Denise Myshko

Multichannel Measurement: It’s Not All About ROI
Robin Robinson Measuring the effectiveness of every channel now available — from traditional to nontraditional, online and off — is at best difficult, especially as advances in technology and social media networks continually create new ways to reach the consumer, and, at worst, impossible when it comes to detangling the interwoven web of channels, some [...]
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Robin Robinson

Letter from the Editor
The way forward…
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