PharmaVOICE - 
March 2013
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In Every Issue
Talent Pool
Pharma Pool Randy MILBY Dr. Antony PFAFFLE CorMedix Announces Changes [...]
By

Ann Grey

On the Calendar
The 4th Annual Outsourcing in Clinical Trials East Coast, March [...]
By

Heather Hummel

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

Denise Myshko

Tools of the Trade
Trinity Pharma Introduces Real-Time Mobile Analytics Solution Trending Now: Mobile [...]
By

Denise Myshko

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

Ann Grey

UpFront
Awards… Anti-Abuse Cap Wins Award INDUSTRY at Large People Want [...]
By

Denise Myshko

Letter from the Editor
Innovation is in the Air When most of us think [...]
By

Taren Grom, Editor

On The Cover

Time for A Change
Time for a Change By Taren Grom Disruptive innovation, a term coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. Disruptive innovation typically happens in industries that are broken [...]
By

Taren Grom, Editor

Features

Empirical Marketing: Combining Behavioral Insights and Marketing Analytics to Optimize Pharmaceutical Marketing Effectiveness
Behavioral research and marketing analytics typically function as independent, data-driven marketing disciplines. Integrating these offerings should yield significant, tangible increases in marketing effectiveness. A Tale of Two Data-Driven Worlds Marketing and communications have long relied on market insights to help focus their activities. To generate these insights, departments with names like “market research,” “consumer insights,” [...]
By

Brad Davidson, General Manager, Ogilvy CommonHealth Behavioral Insights and Iyiola Obayomi, Senior Direct of Analytics, Ogilvy Healthworld

Patient-Level Data Provides a Competitive Edge to DTC Advertisers
These days, selling direct-to-consumer (DTC) advertising space/time to pharmaceutical brand teams can be a tough sell. Promotional budgets are tight, and without hard data on how a medium’s reach aligns with a brand’s target audience, marketers are less likely to take a risk than in the past. In fact, DTC spending has been trending downward [...]
By

Heather Alba, Engagement Manager, IMS Health

A Horse of A Different Color: Conducting Market Research in Contract R&D Markets
Companies involved in conducting contract research for biopharmaceutical manufacturers focus their efforts in areas unfamiliar to most other market researchers. Unlike the product-focused research conducted by marketing personnel inside biopharmaceutical firms, contract research, manufacturing, and clinical technologies companies concentrate their efforts on understanding the opportunities for R&D outsourcing, the size of the various market segments, [...]
By

Joseph Bedford, Ph.D., Director of Marketing, Almac

SHOWCASE FEATURE: Market Research: Owning the Customer
Owning the Customer With the long road from R&D to the point of sale, pharmaceutical market research is integral in making the journey a success. Market research impacts every intersection along the healthcare continuum. Data-driven insights impact a multitude of decisions from which drugs make it to the clinic to how those drugs are promoted [...]
By

Taren Grom, Editor

Improving Adherence Out of Disruption
Improving Adherence out of Disruption The industry is on the brink of one of the biggest disruptive changes in marketing history — comprehensive relationships with patients using integrated tools. By Robin Robinson The industry is facing many difficult hurdles in 2013 and beyond, but perhaps none so elusive as improving patient adherence through understanding consumers [...]
By

Robin Robinson

Disrupting the Model: Patient-Centricity
Disrupting the Model: Patient-Centricity The industry may be on the verge of a dramatic change in operations to address the growing move toward putting patients at the center of, well, everything. By Robin Robinson Industry analysts have been reporting on the need for industry transformation toward a more patient-centric business model for several years. In [...]
By

Robin Robinson

Genomic Innovation
Our understanding of disease and biology is growing every day, giving researchers even more power to develop new and better medicines. The area of genetics is taking off, industry experts say. The ability to sequence individual genomes and the genomes of diseases is providing new avenues of research and new ways to target patients. This [...]
By

Denise Myshko

R&D Innovation: A Common Goal
R&D Innovation: A Common Goal By Denise Myshko A new paradigm for drug research is emerging as companies begin to work with nontraditional partners to understand disease, access data and new technologies, and ultimately, find new avenues of research. The challenges pharmaceutical research and development faces — economic volatility, lowered productivity of R&D, stronger regulations, [...]
By

Denise Myshko

Courageous Leadership
Courageous Leadership By Robin Robinson To navigate through disruptive change, the industry’s leaders need to be open, strong, and have the willingness to try something new. In its From Vision to Decision 2020 report, PricewaterhouseCoopers (PwC) analysts say successful innovation requires strong leadership, commitment, and solid decision-making. They say it also requires an open mind [...]
By

Robin Robinson

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