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March 2012
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In Every Issue
Last Word
Moving Dermatology Forward William Griffing, President and General ­Manager at [...]
By

William Griffing, President and General ­Manager at Bayer HealthCare’s Dermatology Unit

Talent Pool
Pharmaceutical POOL Dr. Anders EKBLOM Dr. Briggs MORRISON AstraZeneca Bolsters [...]
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Carolyn Gretton

Social Media
Social Media Trends, Regs, and Apps Featured Briefs: Government Use [...]
By

Robin Robinson

Tools of the Trade
New Electronic and Web-based Applications, Sites, and Technologies Featured Briefs: [...]
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Carolyn Gretton

What’s New
New Healthcare-related Products, Services, and Companies Featured Briefs: Kantar Health [...]
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Carolyn Gretton

PharmaTrax
Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: [...]
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Taren Grom, Editor

UpFront
Awards… » Invivodata Co-Founder wins Carnegie ­Science Awards Invivodata Co-founder [...]
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Taren Grom, Editor

Letter from the Editor
From Molecule through Market… the vision is clear — to [...]
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Taren Grom, Editor

On The Cover

Molecule to Market – Along the Continuum
According to the most recent report from Tufts Center for the Study of Drug Development, it still takes about 10 to 15 years on average for an experimental drug to travel from the lab to U.S. patients. Only five in 5,000 compounds that enter preclinical testing make it to human testing. Only one of those [...]
By

Taren Grom, Editor

Features

How Does the Public View Pharma
As an industry, pharma has made tremendous contributions toward advancing medicine. Pharma companies have not only driven continued innovation but also demonstrated strong social responsibility. Many have programs in place, for example, to help even the poorest patients afford their treatments. Public perceptions, however, have often been out of synch with reality. Pharma has been [...]
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Chris DeAngelis, VP, Sales SSI

“Ain’t No Sunshine” for Brand Managers
As the Sunshine Act kicks into effect, pharma product managers and their brand teams may feel some heat from this legislation, but there are steps that can be taken to avoid sunburn and emerge from this marketing game-changer with a healthy glow. With this legislation as the catalyst, now is the time to evaluate speaker [...]
By

Al Reicheg, Chief Commercial Officer, Qforma

In Defense of Qualitative Research
“The science of statistics is the chief instrumentality through which the progress of civilization is now measured, and by which its development hereafter will be largely controlled.” — S. N. D. North, Director of the Census, 1903-1909 The Rise of Statistics It is possible to quantify what people do, but nearly impossible to quantify why; [...]
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Brad Davidson, Ph.D. General Manager Ogilvy ­CommonHealth Insights & Analytics, part of Ogilvy ­CommonHealth Worldwide

Get Granular for a Better Understanding of the Competitive Landscape
Whether preparing for the introduction of a new product or assessing an in-licensing opportunity of an existing brand, companies want to evaluate the competitive landscape to determine the promotional resources that will be needed to succeed competitively. With leaner sales forces and physician access becoming more restrictive, it is imperative that the tools a pharmaceutical [...]
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Steve Corby, VP, Market ­Research, Dave Johnson, VP, Market Research, and Tracy Sinatra, Senior ­Director, Quantitative and ­Syndicated Market Research, Campbell Alliance

SHOWCASE FEATURE: Connecting the Data Dots
Experts at Best Practices note that the current uncertain global economy has accentuated life-sciences executives’ need for powerful market insights to gain an edge over competitors. These companies are increasingly challenged to transform their market research departments from backward-looking support-service technicians into forward-looking, valued business advisors who support growth, brand development, and long-term… Sidebars: Mobile [...]
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Carolyn Gretton

Germany: A Market for Clinical Research
G ermany is a pre-eminent pharmaceutical market. In 2008, for example, the German pharmaceutical industry comprised 243 companies, employed 126,000 people, and generated EUR 41.5 billion (.8 billion) in revenue, according to Germany Trade & Invest, a German investment agency. Germany is the third-largest pharmaceutical market in the world (after the United States and Japan) [...]
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Kim Ribbink

Pharma 3.0
As the industry evolves to address a new ecosystem within the complex and global drug development and commercialization arena, companies will need to be open to using new technologies, thinking, and processes to make healthcare more sustainable, affordable, and accessible; improve the efficiency of development to reduce timelines and costs; improve the speed of product [...]
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Taren Grom, Editor

Payers Play Larger Role In PostLaunch Strategies
The focus of postlaunch activities has changed dramatically in just a few short years. Robin Robinson Due to the increased power of payers and managed care companies, Phase IV studies have become more imperative to sustaining a successful postlaunch campaign. Companies have had to reprioritize the need for surveillance and Phase IV studies, which prove [...]
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Robin Robinson

Market Capitalization
Effective marketing is at the heart of success for pharmaceutical brands and companies. And to get to the promised land, pharmaceutical companies around the globe are leveraging traditional and new media to sell and market their products. Most companies are faced with balancing myriad tactics to achieve optimal results: market segmentation, patient identification, physician adoption, [...]
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Taren Grom, Editor

Final Phase Goal: Maximize Uptake While Speeding to Launch
In every phase of drug development today, processes are more complex and more costly than ever and the drive to reduce time and expenditure is more critical. In today’s ever-changing marketplace, this holds true especially for the last stages of the process: registration, launch, and postlaunch. According to IMS Health, studies of 4,000 product launches [...]
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Robin Robinson

Rising Costs Are Top of Mind in Phase III
The good news: more drugs are entering Phase III trials. The bad news: clinical trial costs continue to rise. The number of drugs in Phase III development in 2011 increased by 13%, representing the largest year-over-year improvement seen, according to Citeline’s 2011 Annual Review of Trends in Pharmaceutical R&D. At the same time, per-patient costs [...]
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Denise Myshko

Creating the Message in Phase II Trials
Decisions made in Phase II trials can have an impact on the development and marketing program for new products, and experts say Phase II is becoming a critical stage for planning the potential launch and marketing of products. Bringing agencies in earlier in the process makes a lot of sense, says Abby Mansfield, senior VP [...]
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Denise Myshko

New Models for Early Development
The number of drugs entering Phase I fell 47% and the number of drugs entering Phase II trials fell 53%, according to 2011 Pharmaceutical R&D Factbook complied by CMR International. Industry experts say there is a trend toward conducting fewer, more complex early-phase studies that often include patients. As a result, more innovative study designs [...]
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Denise Myshko

Achieving Value from Discovery and Preclinical Endeavors
The need to increase value and productivity throughout the development process has never been more critical. R&D expenditure continued to drop in 2010 to an estimated three-year low of billion, and drug success rates continue to show the declining trends of the past decade, according to the 2011 Pharmaceutical R&D Factbook compiled by CMR [...]
By

Denise Myshko

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