PharmaVOICE - 
September 2001
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Talent Pool
Pharma POOL David Albachten Novo Nordisk promotes senior executive to [...]
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E-Media
NEW ELECTRONIC AND WEBBASED APPLICATIONS, SITES, AND TECHNOLOGIES RapidTrials.com, launched [...]
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What’s New
WHAT’S NEW NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES The OmniLog [...]
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PharmaTrax
Drug Delivery’s RISE CHALLENGES Big Pharma’s Dominance Set to soar from [...]
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For Art’s Sake
Creative Review The Hytrin Balloon is the “Ad I Wish I’d [...]
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PharmaOutlet
EP … IT’S THE CREATIVE! That magical stuff that takes [...]
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John J. Nosta

Raise Your Voice: Letters
In this country, for the most part, we’ve gotten away [...]
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Letter from the Editor
PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh [...]
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Taren Grom, Editor

On The Cover

Global Branding: Is the Industry Ready for the Real Thing?
Some argue that pharmaceutical brands cannot be compared with fastmoving consumer goods because of regulatory issues, patent constraints, pricing practices, and diverse market segments. Others contend that pharmaceuticals are fast moving consumer goods and should be viewed as commodities worthy of good creative and strong, integrated global marketing strategies. Companies that adopt a Just Do [...]
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Taren Grom, Editor

Features

Carl Feldbaum: Beyond Imagination
CARL FELDBAUM BIOTECHNOLOGY INDUSTRY ORGANIZATION BIO HELP WANTED: President of a new biotech industry association, no industry experience necessary. Position has enormous promise for personal and professional growth. “In 1992, I didn’t know a single person in the industry,” Carl Feldbaum says. “But this is America and you can answer an ad and hope for [...]
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Taren Grom, Editor

Conquering the Market, One Segment at a Time
To achieve market share for its cervical cancer test, Cytyc marketers must switch physicians, labs, and managed care organizations from the established standard of care. By Virginia Kirk PATRICK SULLIVAN, CEO AND PRESIDENT A best in class sales team and superior product attributes are driving sales of Cytyc’s cervicalcancer screening device. W hen the FDA [...]
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Virginia Kirk

The Promise of Things to Come
The full impact of the Internet’s capability to create strategic marketing and selling tactics in the pharmaceutical industry has yet to be realized. The Internet’s impact on pharma ceutical marketing and sales has been negligi ble to date, but when used to complement traditional tactics, the future potential of the Internet is in its infinite [...]
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Norman Selby

Independent Agencies
To paraphrase Mark Twain, reports of their death have been greatly exaggerated. Independent agencies are a viable strategic and creative option for many healthcare clients. True, the number of independent agencies has dwindled over the past few years; many making the strategic decision to join a net work conglomerate. However, just as fast, new independent [...]
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Training on the Brand Manager Level: a Path Less Traveled
“The marketplace was screaming bloody murder for our product, and our competitor was eating our lunch as it tried to gobble up market share with a similar product. I was forced to work around the clock just to stay afloat. I was managing strategic planning for the brand, creating Dear Doctor letters, and handling negative [...]
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Deborah Ruriani

Global Harmony Comes to Drug Development
That document — called the common technical document or CTD — is now being accepted by regulatory agencies in the United States, Europe, and Japan as part of a transition phase. Consensus was reached by the international pharmaceutical community in May of this year. This document will eventually replace the new drug application (NDA) and the bio [...]
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Denise Myshko

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