Nov./Dec. 2008

Doctors’ Choice Awards

November 22, 2008

Identifying POWERful MEDICAL ADVERTISING 6th Annual Program Generated Responses From More Than 5,700 Physicians Dusa’s ClindaReach and Pfizer’s Chantix Highest Scoring Ads ClindaReach Category: Highest-Scoring Ad (Specialist Audience) Marketer: Dusa Agency: Topin & Associates Chantix Category: Highest-Scoring Ad (Generalist Audience) Marketer: Pfizer Agency: Euro RSCG Life LM&P Colazal Category: Highest-Scoring Ad (One Page) Marketer: Salix […]

Patient Education

November 22, 2008

Communication Strategies PATIENT EDUCATION Old School Communications With a twist As the techno-wave continues to roll over and roll up into marketing plans, product managers still need to reach patients with branded and nonbranded educational messages that resonate on a personal level and connect them with their physicians. BY TAREN GROM Patient education is at […]

Marketing

November 22, 2008

SALES & Marketing MARKETING Web 2.0 Marketing in 2009 AND BEYOND Pharma begins the move from informing to interacting and embracing the Web 2.0 revolution and emerging media options. BY Robin Robinson The industry has been using the Internet to inform and educate consumers for several years. Few companies, however, have taken the next step […]

Salesforces

November 22, 2008

SALES & Marketing Salesforces The Salesforce of the Future: MORE SERVICE, LESS SELL As companies — Sanofi-Aventis, Merck, Wyeth, Schering-Plough, Novartis — continue to make headlines for collectively laying off thousands of sales representatives, the industry looks for innovative ways to do more with less, and in the coming years, that means adding a value […]

Patient Recruitment

November 22, 2008

RESEARCH & Development BY DENISE MYSHKO Patient Recruitment The Continuing Saga of Patient-Recruitment Bottlenecks If patient recruitment wasn’t already hard enough, larger, more complex trials have made the enrollment of patients even more challenging. Clinical-trial patient recruitment and retention continue to be widely recognized as some of the leading challenges in drug development. Almost half […]

Personalized Medicine

November 22, 2008

RESEARCH & Development PERSONALIZED MEDICINE The Right Dose at the Right time BY DENISE MYSHKO Obstacles and challenges still remain to make the vision of personalized medicine a reality. Despite some early successes, the development of targeted medicines and pharmacogenomics-based testing has been slower than anticipated. The shift to developing personalized medicines is going to mean […]

Development

November 22, 2008

development RESEARCH & Development BY DENISE MYSHKO Models of CHANGE In the future, successful biopharmaceutical companies will be those that have reviewed R&D business models and implemented updated strategies for improving the development of new products. The pharmaceutical industry is at a critical point in its evolution. The needs of patients are changing, regulators are […]

Early Research

November 22, 2008

RESEARCH & Development Early Research The Future of innovation Discovery and research technologies are advancing and will have a tremendous impact on the pipelines of the future. BY DENISE MYSHKO The way new medicines are discovered is on the cusp of revolutionary change. Advances in the understanding of the body at the molecular level and of […]

Counterfeit Drugs

November 22, 2008

Corporate Strategy Counterfeit Drugs Fighting an uphill battle BY DENISE MYSHKO The counterfeit medicines market is a real, clear, and present danger to public health. And while there have been efforts to minimize the threat of counterfeit and substandard medicines, there is a need to coordinate the efforts of all the various public and private […]

Globalization

November 22, 2008

Corporate Strategy GLOBALIZATION BY TAREN GROM Risks and Rewards The global landscape is changing. Countries once thought of as secondary or tertiary markets are providing opportunities for not only pharmaceutical companies but for their contract research and marketing partners as well. IMS’s 2009 Pharmaceutical Market Forecast reports that growth rates will level out and hold […]

The Corner Office

November 22, 2008

Corporate Strategy A review of the annual reports and public statements of more than two dozen of the industry’s publicly traded pharmaceutical/biotechnology companies reveals the top trends as identified by the CEOs, presidents, and executive management teams of these industry standard bearers. (Editor’s Note: Predictions are presented in alphabetical order by contributor’s company.) Thinking Outside […]

Crystal Ball

November 22, 2008

LOOKING Forward The CRYSTAL BALL We asked our readers to act as prognosticators and identify the top trends that they expect to shape the industry in the coming year and beyond. Some of their responses may already be part of your strategic vision, while others may add a wrinkle to your plans. Whether you agree […]

At A Glance

November 22, 2008

Looking Forward At a GLANCE This special Year in Preview issue provides insights into the trends that will impact the industry in the coming year and beyond. Below are some highlights from the sectors covered in the following pages. Focus on specialty markets David Avitabile President JFK Communications Inc. Last year, I predicted that during […]

An Industry Overview

November 22, 2008

The industry started feeling the pinch of belt-tightening almost a decade ago, slowly at first. But today’s pressures must feel like a vise grip. Being squeezed from all sides, life-sciences companies are having to counter multiple challenges of tremendous magnitude: increased regulatory scrutiny, the need to control costs, generic competition, pricing pressures, and reputation management, […]

Talent Pool

November 22, 2008

Pharma POOL Dr. Barry Goldstein Merck Appoints Head of Diabetes, Obesity Development Global pharmaceutical company Merck, Whitehouse Station, N.J., has named Barry Goldstein, M.D., Ph.D., FACP, FACE, VP of diabetes and obesity clinical development. In addition to leading overall development of compounds in Merck’s diabetes and obesity franchise, Dr. Goldstein is also responsible for collaborating […]

E-Media

November 22, 2008

NEW ELECTRONIC AND WEB BASED APPLICATIONS, SITES, AND TECHNOLOGIES The latest interactive sales training guide from Total Learning Concepts, Introduction to Pharmaceutical Sales, uses the company’s serious gaming technology platform, Qube, to provide a comprehensive primer for under standing and selling within the biopharmaceutical marketplace. Qube includes an online authoring platform for rapidly customizing more […]

What’s New

November 22, 2008

NEW HEALTHCARE RELATED PRODUCTS, SERVICES, AND COMPANIES The American Heart Association has launched the last of its updated cardiology subspecialty journals published under the banner of Circulation: Journal of the American Heart Association by Lippincott Williams &Wilkins, part of Wolters Kluwer Health. Circulation: Cardiovascular Genetics is edited by Ramachandran Vasan, M.D., D.M., of Boston University […]

UpFront

November 22, 2008

CONSUMER PERSPECTIVE Consumers Wary of Therapeutic Switches Almost three quarters of prescription drug users would be very concerned if a drug they were prescribed was switched to another drug designed to treat the same condition without their doctor’s knowledge, according to a survey released by the National Consumers League (NCL). Even with their doctor’s knowledge, […]

Letter from the Editor

November 22, 2008

Pharmaceutical companies as well as their partners are feeling the heat. They are facing unprecedented challenges on a global scale. More so than ever, their business strategies are being put to the test. How well they do will depend on the resilience of their operations and the vision of their leaders. It’s hard to believe […]

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