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on the cover Sea change: Turning the tide — the product life-cycle management wave Life-science executives are turning to product life-cycle management earlier in development to maximize product value and combat the impact of the dying blockbuster model. 12 FEATURES Connecting the dots Ensuring trial-supply management is an integral part of overall clinical- trials management, as it can bring efficiency and save companies time and money. 26 The PC approach to improving the detail The tablet PC is starting to gain more traction in the pharma industry, particularly as a tool for sales reps during a detail, and experts predict their use will increase. 32 Fee-for-service: Getting what you pay for Adam J. Fein, Ph.D., of Pembroke Consulting, discusses why pharmaceutical manufacturers need to learn how to use fee structures to leverage their influence and encourage true supply-chain partnerships. 40 Dr. Peter Milner: In search of real solutions Dr. Peter Milner has always questioned conventional wisdom about how to approach disease and the drugs that treat them. This inquisitiveness, combined with an entrepreneurial spirit, has led Dr. Milner to form ARYx Therapeutics, a company that is seeking to become the industry standard for safer drugs. 42 in every issue Letter from the Editor 4 Raise your voice: Letters 8 For Art’s Sake A creative review by the experts 50 PharmaOutlet Julie Kampf discusses the outlook for recruiting employees. 52 PharmaTrax Sales, marketing, and R&D trends from industry analysts 54 What’s New New healthcare-related products, services, and companies 58 E-Media New electronic and Web-based applications, sites, and technologies 64 On The Calendar Industry events 70 Talent Pool Executive appointments and promotions 74