PharmaVOICE - 
September 2013
Purchase Issue

In Every Issue
Last Word
Bridging Science and Patients Dr. Victoria Richon, VP of discovery [...]
By

Dr. Victoria Richon addresses transformational medicine.

Talent Pool
Emerging POOL Dr. Deborah DUNSIRE EnVivo Pharmaceuticals Appoints President and [...]
By

Ann Grey

On the Calendar
The Healthcare Businesswomen’s Association, which encompasses a growing community of [...]
By

Heather Hummel

What’s New
New Healthcare-related Products, Services, and Companies Featured Briefs: Accenture Launches [...]
By

Ann Grey

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

Denise Myshko

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

Denise Myshko

Marketing Tips & Techniques
Marketing Tips & Techniques: Integrated Marketing Integrated Marketing Statistically Stacks [...]
By

Robin Robinson

UpFront
INDUSTRY at Large Raising Awareness About MS Medicare Patients are [...]
By

Denise Myshko

Letter from the Editor
Behavior Change — Easier Said Than Done Lose 10 pounds, [...]
By

Taren Grom, Editor

On The Cover

Behavioral Economics: Significant Growth Beyond The Pill
According to EY, the single biggest opportunity to improve health outcomes and reduce the growth in healthcare expenditures is behavior change. As a result, life-sciences companies must begin to think of themselves in the business of helping patients change their health behaviors, rather just than in the business of selling pills or devices. While some [...]
By

Robin Robinson

Features

From Crowd Sourcing to Outsourcing: Best Practices in Master Data Management
From Crowd Sourcing to Outsourcing: Best Practices in Master Data Management Knowing who’s who among ­customers is no longer enough to guide pharmaceutical sales and marketing decisions; it’s now vital to know who is influenced by whom across professionals and organizations. That requires an understanding of the hierarchy within provider organizations and of the ­affiliations [...]
By

Eileen Moyer, Senior Principal, IMS Health and John Busalacchi, Senior Principal, IMS Health

SHOWCASE FEATURE: Data Management: Getting Value from Big Data
Getting Value from Big Data Big Data is the buzz phrase of the year. Organizations, ranging from university research units to big pharma companies to marketing agencies, are grappling with how to manage the deluge of data at their disposal. At the end of the day, data are just sets of information that need to [...]
By

Taren Grom, Editor

Beyond the Pill: Fulfilling The Promise of Connected Health
Beyond the Pill: Fulfilling the Promise of Connected Health It’s no surprise that the “new healthcare” collaboration model envisioned between healthcare providers, patients, payers, and other stakeholders is a national priority. An increasing focus on wellness and, more recently, the Affordable Care Act’s impetus for improved access, quality of care, and outcomes have already stimulated [...]
By

Matt Balough, Senior VP, Director of Technology with Ogivly CommonHealth, part of Ogilvy CommonHealth Worldwide

What Can Content Strategy Do For You?
What Can Content Strategy Do for You? When it comes to marketing, pharmaceutical brands have a daunting challenge: how to get your brand messages to disparate target audiences that include multiple segments such as healthcare providers, payers, pharmacists, patients, and caregivers. Each audience needs a personalized message, framed in a way that makes sense for [...]
By

Martha Walz, Content Strategist, Ogilvy CommonHealth, part of Ogilvy CommonHealth Worldwide

Brand Marketing in an Era of Outcomes
Brand Marketing in an Era of Outcomes Outcomes data are increasingly ­becoming the “common currency” across stakeholder groups in healthcare. Outcomes will become much more than just a new ­marketing lever coming into play, or an ad hoc consideration of the marketing process as a whole. We believe outcomes that customers — patients, physicians, provider [...]
By

David S. Levy, Senior Principal, IMS Consulting Group, Mathias Schneider, Engagement Manager, IMS Consulting Group, and David Morris, Senior Consultant, IMS Consulting Group

Adeherence and the Online Patient Experience
Adherence and the Online Patient Experience As many as 50% of chronically ill patients fail to adhere to, or comply with, physician prescribed treatment regimens in the first year of therapy. Non-adherence spans the spectrum of chronic disease from relatively minor illness, such as allergies, to life-threatening conditions, such as… Expert Kristin LaBounty Phillips, Strategy [...]
By

Kristin Labounty Phillips, Strategy at Fingerpaint

Into the Deep: The Data Evolution in Media Planning
Clients will often ask us what special things we could do to promote a brand. Special is the operative word, because in media planning today, clients are always seeking the things that will help not only to promote their brands, but to do so in a better, stronger, faster way than before. The answer for [...]
By

Contributed by Diane Destefano, Marketing Research Manager, CMI/Compas and Paulette McCarron, Senior VP, Group Media Director, CMI/Compass

Does Your Brand Have A Value Equation for a Changing Market?
Does Your Brand Have a Value Equation for a Changing Market? As healthcare reform gains momentum, the way pharmaceutical products are perceived by patients, providers, and payers is changing. In order to compete in the evolving healthcare marketplace, products must be positioned in a new value equation that drives positive financial and clinical outcomes. At [...]
By

Dan Sontupe, Executive VP, Payer Strategy and Market Access, The CementBloc

Want Deeper Physician Engagment? Provide Value Beyond The Pill
As a marketer, customer-centricity and relevance are a powerful one-two punch if your goal is to ensure a truly deeper physician engagement. Here are two quick stories that truly illustrate the point. At a recent ePharma Summit meeting, a respected cardiologist — participating in a panel discussion — was asked for one example of a [...]
By

Jim McDonough, Director of Marketing, Bulletin Healthcare

Paper of Plastic? OR Pixels?
Paper or Plastic? Or Pixels? Patient education is rushing headlong into digital as the medium of choice. And rightly so, because digital can provide unique benefits, including a sky-high “wow” factor. But, digital is not the ideal medium for every situation. Choice of medium should be an objective, measured decision. When a healthcare professional engages [...]
By

Lynn Altmaier, BSN, MSc, Senior Medical Writer, Artcraft Health Education and Rich Miller, VP, Creative Director, Artcraft Health Education

SHOWCASE FEATURE: Marketing: Outcomes, Collaboration, and Digital Are Leading to A New Era In Marketing
According to estimates from PwC, the United States is struggling to foot a healthcare bill that touches trillion. Furthermore, because the system will no longer be able to manage such an astronomical number and pharmaceutical companies will no longer be able to count on “big ticket” sales, there will be a push for companies [...]
By

Taren Grom, Editor

C-Suite: Digital
Digital Marketing C-Suite: Digital By Taren Grom Viewing of digital media is expected to surpass TV in time spent with U.S. media. According to a recent eMarketer survey, the average time spent with digital media per day will surpass TV viewing time for the first time this year, according to the analysts’ latest estimate of [...]
By

Taren Grom, Editor

The Changing Face of South Korean Pharma
The Changing Face of South Korean PHARMA A growing market, regulatory changes, and a new global competitive environment are changing the face of the Korean pharma industry. With a population of close to 50 million people and an established economy, the Republic of Korea is now recognized as a developed world market. According to GBI [...]
By

Kim Ribbink

Evolving Regulations in a Globalized Industry
Evolving Regulations in a Globalized Industry Global production of FDA-regulated products has quadrupled over the last decade. Regulators and companies have to keep pace with a changing global industry. Pharmaceutical development and manufacturing have become global industries. But globalization has put many pressures on both industry and regulators to keep pace. Manufacturing, packaging, distribution, and [...]
By

Denise Myshko

Where Have All The Investigators Gone?
The investigative site landscape has become highly fragmented and unstable with high turnover rates, declining numbers of experienced professionals, and limited infrastructure. More than half of all clinical trials worldwide that are regulated by the FDA were conducted by independent, community-based principal investigators, as opposed to universities, hospitals, and government clinics, according to a March [...]
By

Denise Myshko

Patient Recruitment in the Online Era
Patient Recruitment in the Online Era Recruiting patients for clinical trials continues to be challenging. Social media may just be the answer. Despite the time, effort, and money spent on improving patient recruitment and retention, these two areas of clinical development remain among the biggest challenges facing the industry. The impact of recruitment challenges is [...]
By

Denise Myshko

Closing the Loop on Pharma Marketing
The emergence of the iPad and similar tablets has paved the way for increasing use of closed loop marketing (CLM) throughout the pharma industry. These nimble, real-time devices enable the industry to tailor presentations, gather feedback, analyze data, and reconfigure approaches on the fly. The new technology is one major reason that CLM is gaining [...]
By

Robin Robinson

FEEDBACK