PharmaVOICE - 
September 2012
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In Every Issue
Last Word
Continuing Efforts Toward Data Standardization Paula Brown Stafford, President of [...]
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Paula Brown Stafford, President of ­Clinical ­Development at Quintiles and Chair of the CDISC Board of Directors

Talent Pool
Pharmaceutical POOL Dr. Dipak PANIGRAHI Silvia TAYLOR Sucampo Names Executives [...]
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Carolyn Gretton

PharmaTrax
Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: [...]
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Carolyn Gretton

Social Media
Social Media Social Media Trends, Regs, and Apps Featured Briefs: [...]
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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: Core-Create Merges [...]
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Carolyn Gretton

UpFront
Awards… Abbott Named One of the Best Workplaces in Europe [...]
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Taren Grom, Editor

Letter from the Editor
Going for Gold For two weeks, every two years, I [...]
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Taren Grom, Editor

On The Cover

Hitting the Target with Behavioral Marketing
The concept of behavioral marketing is not new, but with the advent of technology and new marketing tools, the industry is able to connect with its consumers on a very individual level, creating the ability to impact behavior and health outcomes on an almost molecular scale. While data are crucial to the formula, knowing how [...]
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Robin Robinson

Features

Data Management and Functional Outsourcing
Mark Penniston, Senior VP & ­General Manager, Clinical ­Analytics, Theorem Clinical Research. Theorem Clinical Research is a leading midsized provider of comprehensive clinical research and development services with offices in more than 30 countries and a customer base comprised of some of the world’s leading pharmaceutical, biotech, and medical device companies. For more information, visit [...]
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Mark Penniston, Senior VP & General Manager, Clinical Analytics, Theorem Clinical Research

A single, Common User Identity: The Door to an Optimized User Experience
A Single, Common User Identity: The Door to an Optimized User Experience Investigators involved in clinical trials will tell you how important single sign-on would be to them. Speaking with investigational sites involved in multiple trials, they explain how operating multiple technology solutions in each study, and running multiple studies, means they need to maintain [...]
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Bill Byrom, Senior Director of Product Strategy, Perceptive Informatics

Key Data Management Strategies for Successful Late-Phase Studies
Late-phase studies present a set of unique goals and challenges unlike those in earlier phase clinical trials. Because this brand of research strives to reflect the real world, study designs are varied, data may be unavailable, and the uncontrolled environment may present unexpected results. At the same time, there already may be a large body [...]
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Steve Gulyas, Ph.D., Senior Director, Late Phase Data Services, OptumInsight

Preparing for Big Data: Laying the Foundation with Master Data Management
Preparing for Big Data: Laying the Foundation with Master Data Management Experts John Busalacchi, Senior Principal, IMS?Health. IMS Health is a leading provider of information, ­services and technology for the healthcare ­industry, covering markets in 100-plus countries around the world. For more information, visit imshealth.com. Eileen Moyer, Senior Principal, IMS?Health. IMS Health is a leading [...]
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John Busalacchi Senior Principal, IMS Health and Eileen Moyer, Senior Principle, IMS Health

SHOWCASE FEATURE: Data Management: The Dynamics of Data Management
Carrie Coutre, director, study standards implementation (SSI) operations, for Millennium: The Takeda Oncology Company, says while the traditional data management resides with the CRO, Millennium’s SSI operations department works with the CRO as the liaison for data quality and all data-related activities from study start-up through database lock. “At Millennium, we focus on oncology drug [...]
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Carolyn Gretton

Are We Paying Attention to the Right Conversation?
Al Topin, President Conversation, beyond a doubt, is the marketing buzzword of the last couple of years. Listen to the conversation. Be part of the conversation. Make sure your brand isn’t left out of the conversation. Patients on Facebook. Caregivers on YouTube. Healthcare practitioners on Sermo. Pharma on Pinterest. Everyone posting, commenting, sharing, and taking [...]
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Al Topin, President, Topin & Associates

Understanding the Information Needs of Today’s Healthcare Decision-Maker
Understanding the Information Needs of Today’s Healthcare Decision-Maker Women make 80% of healthcare decisions. New research provides insights on the best ways to engage them. According to recent articles in TIME magazine and Harvard Business Review, as well as a host of studies and books, the evidence is mounting regarding the financial power and business [...]
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Amy Krane, VP, Penn Schoen Berland, Healthcare Practice and Ryan Hopper, Director, Healthcare, SSI

The Musing of an Ad Guy: It’s All Part of the Thrill
It’s a tough world out there. And advertising is no exception. Complex strategies, audience segmentation, targeted creative concepts, and the expression of these ideas across the digital world make our tasks very challenging. Add to that the time and financial pressures that impact us all and you just have to wonder if the thrill of [...]
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John Nosta, EVP, Strategy, Ogilvy CommonHealth Specialty Marketing, part of Ogilvy CommonHealth Worldwide

Thrilling Clients?
In today’s pharma world of patent expirations, consolidations, downsizing, and shrinking budgets, we are finding that having “happy and satisfied” clients is no longer good enough. Today’s environment demands that agencies strive to build team chemistry, deepen relationships, and seek to “thrill our clients.” Thrilling clients is in the lifeblood of agencies, it is what [...]
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Peter Rooney, Executive VP, Director of Client Services, Ogilvy CommonHealth Medical Marketing

Direct to the ePharma Consumer in the Age of Connectivity
Direct to the ePharma Consumer — In the Age of Connectivity It is not a passing fad but a permanent shift. E-pharma consumers are here to stay, requiring pharmaceutical and medical device companies to adapt to the new digital environment. However, to understand the hesitancy of the pharma industry and FDA toward direct-to-ePharma consumers, it [...]
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Liz Moench, President and CEO, MediciGlobal

Why Getting A Foot In the Door These Days Doesn’t Involve a Foot…or even a person
Jeff Meehan, Chief Commercial Officer, MD On-line MD On-Line Inc. is a leading provider of electronic data interchange (EDI) solutions that facilitate the critical connection ­between doctors and payers. For more ­information visit mdon-line.com. { For more information about Instinctive Data, call 1-800-914-1500 or email contact@instinctivedata.com. Pharma marketing has undergone some drastic changes over the [...]
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Jeff Meehan, Chief Commercial Officer, MD On-line Inc.

PR Can Help Brand Planners Do More With Less
Jeff Hoyak, President, MCS Healthcare Public Relations MCS Healthcare Public Relations is an ­independent, award-winning global ­communications agency, which has ­provided its clients with creativity, service and results since 1985. { For more information, visit mcspr.com. creative PRApharma product manager who fell asleep in the 1980s and woke up today would feel a lot like [...]
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Jeff Hoyak, President, MCS Healthcare Public Relations, MCS Healthcare Public Relations

Increasing Valuation by Early Integration of Identity Development Into Commercialization
At most life-sciences investment conferences, you’ll often see a brilliant biochemist in a darkened auditorium enthusiastically presenting his company’s new molecule. His scientist-to-scientist talk, peppered with pathways, establishes him clearly to be a top thinker in his field. His PowerPoint slides could fill a textbook, rich in detail and crammed with text. Meanwhile, his audience [...]
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Camille Desantics, Co-Founder, Chief of Brand Strategy, Guard Dog Brand Development

Can We Make Non-personal Promotion Feel More Personal?
Can We Make Non-personal Promotion Feel More Personal? Personal promotion — which for years was defined as a physician office visit — is in danger of becoming extinct. I liken the evolution of pharma’s rep-focused selling model to a Tyrannosaurus rex: once massive in size, initially considered to be a strong predator, and now viewed [...]
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Ken Ribotsky, President and CEO, Brandkarma

SHOWCASE FEATURE: Marketing: Marketing Without Wires
Throughout pharma history, marketers have always gone where the consumers are — and where they are today, in growing numbers, is on the mobile Web. An estimated 81% of physicians surveyed say they use a smartphone, while 75% specified using an Apple iPhone, iPad, or iPod, according to the Manhattan Research report, Digital Health 2012: [...]
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Carolyn Gretton

Facing the Challenges of Global Product Registration
Facing the Challenges of Global Product Registration Robin Robinson One could say keeping track of global product registrations and staying compliant with regional and international regulations is more difficult than herding cats — if that common phrase used to describe a situation where numerous and competing elements that constantly change and need to be coordinated [...]
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Robin Robinson

Insights from the C-Suite: Pharmaceutical Companies
Insights from the C-Suite: Pharmaceutical CompaniesThe pharmaceutical industry is facing a number of well-publicized challenges: increasing generic competition, pricing pressures, innovation hurdles, Wall Street scrutiny, etc. C-suite pharmaceutical executives who were also featured in the PharmaVOICE 100 provide their insights on what they believe are the biggest challenges they as well as the industry face. [...]
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Taren Grom, Editor

Coming of Age: India Grows in Stature
India’s pharmaceutical industry is now the third largest in the world in terms of volume and stands 14th in terms of value. The country’s pharmaceutical market is expected to reach billion in 2020 from .6 billion in 2009. And with a population of 1.1 billion, India is predicted to be the most populous nation [...]
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Kim Ribbink

The Era of Transparency
Now that the Supreme Court has upheld the constitutionality of the Affordable Care Act, pharmaceutical companies must continue to move forward to implement the provisions in the law. One such provision is the Physician Payment Sunshine Act, which requires manufacturers of pharmaceuticals and medical devices to report to the Centers for Medicare & Medicaid Services [...]
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Denise Myshko

Companion Diagnostics: Partnering for Success
As the development of personalized medicine gains momentum, device and pharmaceutical companies are collaborating in their development efforts. They are creating partnerships for the development of diagnostics to accompany clinical trials. In fact, there has been an acceleration of companion diagnostics partnerships, according to a report published last December by PwC. This will continue as [...]
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Denise Myshko

Patient E-ngagement: A Marriage Made in Cyber Space
It wasn’t very long ago that industry involvement with social media consisted of only what our experts call “buzz monitoring,” or the analysis and interpretation of patients’ public comments in online communities. While this practice was a good place to start, the industry is set to take the next step beyond to participate in the [...]
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Robin Robinson

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