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on the cover Getting into the details of e-detailing E-detailing is slowly becoming an accepted medium for bringing new information to physicians. It holds the promise of building better relationships with prescribers and other healthcare practitioners. 8 FEATURES Connecting with the community The Asian-American community is truly an untapped market. But to be successful, pharma marketers have to understand the diverse cultural mores of the groups referred to as Asian. 24 Bio-Marketing: Focusing on the science Biotech products require a different marketing approach than small-molecule products, one that focuses on educating physicians and patients about the science behind these drugs. 34 Publication planning: The science behind it all Scientific publications are the foundation on which a drug’s identity is created, serving a vital role for the marketing effort behind the brand. 46 A more complete view of the patient Anonymous patient-centric data is a new market research tool that moves beyond physician prescribing data and promotional share-of-voice battles. Gerald J. Gallivan of PharMetrics talks about how an understanding of the patient-treatment landscape will help marketers make better decisions about the positioning of drugs. 56 Darlene Ryan: A corporate citizen Integral to Darlene Ryan’s mission as founder, president, and CEO of PharmaFab is positioning the company as a corporate partner with integrity, as well as being responsible to the community. 58 in every issue Letter from the Editor 3 Opinions 6 PharmaCase Walter Guarino makes the case for selecting the right brand name 64 For Art’s Sake A creative review by the experts 66 PharmaOutlet David Kerr talks about the need to give sales reps the right tools 68 PharmaTrax Sales, marketing, and R&D trends from industry analysts 70 On The Calendar Industry events 72 What’s New New healthcare-related products, services, and companies 76 E-Media New electronic and Web-based applications, sites, and technologies 80 Talent Pool Executive appointments and promotions 86 Vikas Vats says e-detailing allows for the creation of different messages for specific groups. Neil Matheson says without a strong publication plan, a company has lost the major scientific foundation for its product. Contents June 2004 Darlene Ryan talks about businesses’ responsibility to the community.