Now, 50 years later, David Norton, company group chairman of Johnson & Johnson’s pharmaceuticals group, said in the organization’s July statement: “Doctors rely on accurate and appropriate information about new medicines to provide the best possible care to their patients. The changes to the Code demonstrate that the members of PhRMA are committed to continuing enhancing how our industry serves physicians and patients.” (Mr. Norton also chairs the PhRMA Afford ability & Access Committee that spearhead ed the Code changes.) It’s great to see that a vision that started five decades ago is still going strong and that the industry remains committed to providing the highest quality communications to all involved stakeholders. In the Forum section of the VIEW, you will find feedback from thought leaders representing a wide variety of marketing services providers who extend their views on the new PhRMA code. In this VIEW on Marketing you will also hear from these same thought leaders who discuss the different challenges facing the marketing profession. They will talk about the stakeholders — physicians, patients, and payers — and the ways in which communications can be tailored for maximum impact. They also discuss marketing plans, creative strategies, adherence programs, and patient centric programs. Enjoy! Taren Grom Editor Code word: compliance LETTER FROM THE EDITOR PhRMA has passed its new iteration of its Code on Interactions with Healthcare Professionals. This new set of voluntary guidelines are designed to ensure the focus of interactions between company representatives and healthcare professionals focus on information about pharma products, provide scientific and educational information, and support medical research and education. PhRMA has described the new Code, which takes effect at the beginning of 2009, as reflecting the industry’s continued commitment to pursue policies and practices that comply with the highest ethical standards and best serve the needs of patients and the healthcare community. While most of the major pharmaceutical companies are endorsing this next step in self regulation, the question remains: why were another set of guidelines necessary? It’s true that the most egregious offenses, such as the infamous gas and go encounters, have ended, but according to some industry pundits, scrutiny of the pharmaceutical industry remains at an alltime high, hence the further need for more selfdiscipline and to operate under one banner. It’s interesting that PhRMA celebrated its 50th anniversary in March, an anniversary that according to Billy Tauzin, PhRMA President and CEO, acknowledged this industry coming together via the association to make a case for itself in the United States and around the world and to represent the interests of the patients being served. According to Mr. Tauzin, an important note was to remember the first Chairman of the PhRMA Board, George W. Smith of Johnson & Johnson, who brought together the industry and a common purpose, to speak with one voice on behalf of the thousands and thousands of researchers and men and women who gather every day with the same kind of passion and love for this country and for our citizens, all of whom are PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh EDITORS Carolyn Gretton Denise Myshko Kim Ribbink DESIGN ASSOCIATE Cathy Liszewski NATIONAL ACCOUNT MANAGER Cathy Tracy SALES REPRESENTATIVE Kate Guerrierro Copyright 2008 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Six, Number Five VIEW is published as a special issue to Pharma VOICE, which is published monthly except August and December, by PharmaLinx LLC, P.O. Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVOICE, P.O. Box 292345, Kettering, OH 454290345. VIEW and PharmaVOICE Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues plus VIEWs). Foreign subscriptions: 10 issues plus VIEWs US$360. Contact PharmaLinx at P.O. Box 327, Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. Contributions: The VIEW and PharmaVOICE are not responsible for unsolicited contributions of any type. Unless otherwise agreed in writing, The VIEW and PharmaVOICE retain all rights on material published in The VIEW and PharmaVOICE for a period of six months after publication and reprint rights after that period expires. Email: [email protected]. Change of address: Please allow six weeks for a change of address. Send your new address along with your sub scription label to PharmaVOICE, P.O. Box 292345, Kettering, OH 454290345. Call us at 800.607.4410 or FAX your change to 937.890.0221. Email: [email protected]. IMPORTANT NOTICE: The post office will not forward copies of this magazine. The VIEW and PharmaVOICE are not responsible for replacing undelivered copies due to lack of or late notification of address change Advertising in VIEW or PharmaVOICE: To advertise in a VIEW or PharmaVOICE please contact our Advertis ing Department at P.O. Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. Email: lbanket@phar mavoice.com. www.pharmavoice.com Volume 6 . Number 5 Send your letters to feedback@pharma linx.com. Please include your name, title, company, and business phone number. Let ters chosen for publication may be edited for length and clarity. All submissions become the property of PharmaLinx LLC. Letters VIEW ON MARKETING

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