March 2013

Empirical Marketing: Combining Behavioral Insights and Marketing Analytics to Optimize Pharmaceutical Marketing Effectiveness

February 27, 2013

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,” […]

Patient-Level Data Provides a Competitive Edge to DTC Advertisers

February 27, 2013

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 […]

A Horse of A Different Color: Conducting Market Research in Contract R&D Markets

February 27, 2013

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, […]

SHOWCASE FEATURE: Market Research: Owning the Customer

February 27, 2013

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 […]

Improving Adherence Out of Disruption

February 27, 2013

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 […]

Disrupting the Model: Patient-Centricity

February 27, 2013

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 […]

Genomic Innovation

February 27, 2013

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 […]

R&D Innovation: A Common Goal

February 27, 2013

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, […]

Courageous Leadership

February 27, 2013

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 […]

Time for A Change

February 27, 2013

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 […]

Talent Pool

February 27, 2013

Pharma Pool Randy MILBY Dr. Antony PFAFFLE CorMedix Announces Changes in­ ­ Executive Team CorMedix, a pharmaceutical company focused on developing and commercializing therapeutic products for the prevention and treatment of cardio renal disease, has made changes to its executive team. Randy Milby has been promoted to CEO. Mr. Milby was previously chief operating officer. […]

On the Calendar

February 27, 2013

The 4th Annual Outsourcing in Clinical Trials East Coast, March 19-20, 2013, will address several key areas, including achieving highest efficiency by forming and maintaining a stable relationship with partners, overcoming difficulties in site management, and successfully challenging the economic hurdles of the industry. Session topics include: building a stable relationship with CROs to guarantee […]

PharmaTrax

February 27, 2013

Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Developers Need to Identify Causes of R&D Inefficiency E-Prescribing Market Expected to Grow Up Front Planning is Key for Oncology Trials MHealth Market to Experience Growth Outlook for 2013 Life Sciences Industry Driven By R&D Productivity, Emerging Markets Sales Plant-Derived Drug Market to See Growth Cell […]

Tools of the Trade

February 27, 2013

Trinity Pharma Introduces Real-Time Mobile Analytics Solution Trending Now: Mobile solutions have created an opportunity to rethink the way information is consumed and delivered. Trinity Pharma has released AgileM, a mobile analytics platform designed specifically for life-sciences companies. Coupled with Trinity’s cloud-based master data management solution, AgileM enables users to make tactical and strategic decisions […]

What’s New

February 27, 2013

What’s New New healthcare-related products, services, and companies New Healthcare-related Products, Services, and Companies Featured Briefs: inVentiv Forging a New Era in Healthcare Communications Ogilvy CommonHealth Rebrands Two Service Groups AbbVie Revealed The American ­Association of Nurse Practitioners Launches PCORI Announces Funding for First Comparative Effectiveness Research Projects NeRRe Therapeutics Created to Develop Neurokinin Antagonists […]

UpFront

February 27, 2013

Awards… Anti-Abuse Cap Wins Award INDUSTRY at Large People Want More Investment in Cancer Treatments Sanofi Launches Anaphylaxis Awareness Campaign Specialty Drug Costs Are Spiraling States Slow to Make Reform Changes White papers Get Them Talking: Five Innovations in ­Qualitative Market Research Sponsored by: Encuity Research Personalized Medicine: Insights from Breast Cancer Sponsored by: Snowfish […]

Letter from the Editor

February 27, 2013

Innovation is in the Air When most of us think about innovative companies, Apple, Google, and Amazon leap to mind. You might be surprised to learn that there are a number of healthcare/life-sciences companies that are also topping the most disruptive and/or innovative lists of several arbiters of such rankings. But what is a disruptive […]

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