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On the Cover The age of personalized medicine The study of genomics holds promise for helping to identify better drug targets and guiding companies in designing trials. The hope is that pharmacogenomics will lead to more targeted therapies. Features Patient recruitment marketing Patient recruitment is widely considered to be the most costly and time-consuming aspect of clinical trials. The use of appropriate media as part of a marketing campaign can improve patient enrollment. Stroke: Bats and snakes may hold the answer A decade ago, the introduction of tPA was a major step forward in stroke treatment, and the hope was that other approaches and additional therapies would soon be available. Unfortunately, the next generation of products has yet to materialize. The Deficit Reduction Act Gopkiran Rao of Model N looks at the impact of the Deficit Reduction Act on pharmaceutical companies’ organizational structures, processes, and systems strategies and provides a prescription to ensure corporate and regulatory compliance. Rajesh C. Shrotriya — Focused enthusiasm With enormous enthusiasm and a joie de vive, Dr. Rajesh Shrotriya, chairman and CEO of Spectrum Pharmaceuticals, is instilling his employees with the same gusto for development of new drugs. Managed markets: Medicaid Medicaid reform is taking hold at both the state and federal levels, and the use of managed-care and cost-containment strategies are gaining momentum amongst state prescription plans. In Every Issue Letter from the Editor Raise your voice: Letters UpFront A brief review of industry news at press time For Art’s Sake A creative review by the experts PharmaOutlet Kevin Barnett talks about contract negotiations for Medicare Part D. PharmaOutlet Greg Sarian discusses executive trading rules. PharmaTrax Sales, marketing, and R&D trends from industry analysts What’s New New healthcare-related products, services, and companies E-Media New electronic and Web-based applications, sites, and technologies On The Calendar Industry events Talent Pool Executive appointments and promotions Table of Contents February 2007 Dr. Stan Bernard explores the myths of pharmaco- genomics. Julie Ross talks about using media to drive patients to clinical trials. Helping patients has become Dr. Rajesh Shrotriya’s mantra for success.