PharmaVOICE - 
November 2006
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In Every Issue
E-Media
BBK Launches E-Business Suite of Tools for Patient Recruitment Pharmaceutical, [...]
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For Art’s Sake
Each month, this department pays homage to memorable advertising and [...]
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What’s New
Sales Training Consultancy Formed New consultancy launched to improve pharmaceutical [...]
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On the Calendar
November 15 Turn Market Research into a Competitive Advantage McCann [...]
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UpFront
Year in Preview FAST FACTS The Industry at a Glance [...]
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Raise Your Voice — Crystal Ball
What the Future Holds As PharmaVOICE presents its third annual [...]
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Year in Preview — Featured Thought Leaders
Thought leaders Indexed by Company Affiliation Adair-Greene Healthcare Communications Mark [...]
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Year in Preview — Featured Thought Leaders
Year in Preview Thought leaders Indexed by Section What the [...]
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On The Cover

Letter from the Editor — A Year in Preview
As another year comes to a close, it’s natural to stop and take stock of the events that have shaped the industry and to look ahead in anticipation of what’s next on the horizon. Once again, PharmaVOICE appreciates the time that so many industry executives took out of their busy schedules to comment on the [...]
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Taren Grom, Editor

Features

Technology is Driving Innovations In Marketing and Sales
Year in Preview e-marketing and sales E-tactics will become important as a way to reach both consumers and physicians as mass-media promotions face continued resistance from regulators. The Internet is an ideal channel for transmitting both brand-specific and educational campaigns, especially through interactive content. The potential for improved efficiency and cost savings are great, both [...]
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Reimbursement and Rebate Issues
DRA and Medicare looming large Since President George W. Bush signed the Deficit Reduction Act of 2005 (DRA) into effect, pharmaceutical manufacturers have converged on this critical event in a series of public discussions and individual preparedness initiatives. The goal of these activities is to understand the motivation and objectives behind the DRA while implementing [...]
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Recognizing the Power of Medical Advertising
The doctors’ choice awards, an annual study conducted by the Association of Medical Publications (AMP), is the only program that is voted on by the industry’s customers — the physicians. Physicians’ attitudes toward product advertising are researched via a Web-based study. This year’s program evaluated 315 ads from the 200 most widely advertised products in [...]
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Fixing Pharma’s Damaged Reputation
Moving toward 2007, an issue that remains of major concern is the reputation of the pharmaceutical industry. industry reputation Reputation is the ultimate business asset. The sustainability and profitability of all businesses depend on their reputation: the trust of all of their stakeholders. Reputation matters; it implies that the company behaves in the best interests [...]
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Five Common Mistakes of a Global Marketing Campaign
Year in Preview While there is no magic formula for creating a global campaign that has impact in every market around the world, there are some fundamental miscues to avoid to help ensure success. Everyone in marketing and advertising has heard the famous story about Chevrolet launching its popular vehicle the Nova in South America. [...]
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Patient Recruitment
An emerging trend among pharmaceutical and biotechnology companies is more up-front planning and budgeting for patient recruitment. According to David Fox, president and CEO of Praxis, this is a trend that will continue in 2007. “The industry is under increasing pressure to streamline the drug-development process while improving the yield of new drugs,” Mr. Fox [...]
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The Winds of Change Continue for the CME Community
medical education The updated criteria for CME means there will be an increased emphasis on measuring the outcomes of education. In recent years, the CME community has demonstrated the ability to manage complex change in the processes related to seeking funding, as well as assuring independence and fair balanced educational content. In 2007 and beyond, [...]
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Addressing the Silo Mentality
The industry is made up of hundreds of companies, public and private, large and small, some with highly developed R&D and commercial capabilities, and some with little more than two brilliant scientists and a molecule. cross-functional communications Anyone who works in the pharmaceutical and biotech industry knows that it is complex. What is often overlooked, [...]
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Patient-Directed Communications
Year in Preview Communicating with Patients Opportunities abound for marketers who begin to embrace a new paradigm with patient-directed communications. The biggest breakthrough opportunity in healthcare could very well be in the realm of communications, says Matt Giegerich, president and CEO of CommonHealth. “With health awareness, disease diagnosis, therapy compliance, and persistency still at alarming [...]
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Improving the Dialogue: When “To” Becomes “With”
Year in Preview The industry is in the midst of changing the way pharmaceutical products are promoted to patients and physicians. Traditionally, pharmaceutical companies have approached professional promotions — detailing, sampling, medical meetings, etc. — and consumer promotions — DTC advertising, CRM initiatives, etc. — as two separate and distinct silos. physician-patient communications To access [...]
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EDC VS. CDM — Choosing A Data-Collection Model
Conducting clinical trials is a highly specialized business that requires highly specific supporting software. The combination of complex functional and technical requirements, along with stringent regulatory requirements, means that standard cross-industry applications are rarely adequate. data collection A need for specialization has created a market of mostly small vendors offering relatively niche solutions, meaning that [...]
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Partnerships For Success
Year in Preview Strategic Alliances Strategic alliances — between pharmaceutical companies, contract research organizations, and other outsourcing providers — are expected to impact the future of drug development. Pharmaceutical companies are under pressure from the public, analysts, Wall Street, and their shareholders to bring more drugs to market, safely and efficiently. Thus, most pharmaceutical companies [...]
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Then & Now
Year in Preview Prognostications for the future PharmaVOICE asked several experts who participated in the December 2005 issue to review what they predicted for 2006. We wanted to know if indeed their prognostications for the future came true. In some cases, they were right on, and in other instances the market is still waiting to [...]
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The Discovery Process
Year in Preview Human embryonic stem cells (hESC), proteomics, molecular profiling, and other cutting-edge technologies are generating excitement in the lab as scientists continue to balance scientific breakthroughs with ethical and safety development issues. scientific breakthroughs Before a drug even makes it into the clinic, much less to the market, teams of engineers, biologists, chemists, [...]
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A New Paradigm for Clinical Development
Year in Preview clinical-development process The current clinical-evaluation process is fraught with inefficiencies, resulting in numerous compound failures and exploding development costs. To offset these obstacles, a number of pharmaceutical companies are employing novel clinical-trial models. More than 80% of compounds that begin human clinical testing fail because of efficacy or safety issues, while many [...]
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Investigator Training
Year in Preview 12 Ways to Improve Training for Clinical Studies training for clinical studies Investigator meetings are, in fact, training sessions. But there is a tremendous gap between current prevailing practices and best practices in preparing study sites to conduct individual clinical trials. Improved training of study-site staff can produce many benefits, including faster [...]
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