4 S e p t e m be r / O c t o b e r 2 00 1 PharmaVOICE The promise of things to come The Internet’s future potential is in its infinite ability to allow marketers to develop personalized messages 48 Conquering the market, one segment at a time Cytyc’s launch of the ThinPrep System is making an impact on its targeted sectors: managed care, physicians, and labs 50 Carl Feldbaum: Beyond Imagination An exclusive interview with the Biotechnology Industry Organization’s president 54 Contents ONTHE COVER Global branding: Is the industry ready for the real thing? Pharmaceutical marketing executives, healthcare advertising agency presidents, and industry analysts examine the challenges and benefits of global brands, the next marketing wave 8 FEATURES Global harmony comes to drug development A single global standard for drug development is one step closer to reality. Regulatory bodies in the U.S., Europe, and Japan are making significant strides to harmonize new drug applications. 20 Training on the brand manager level: a path less traveled Developing clear career goals and implementing training guidelines at the brand manager level are key to reducing turnover and maintaining product continuity 28 Independent agencies Midsize and small independent healthcare agencies are alive and thriving 34 September/October 2001 IN EVERY ISSUE Letter from the Editor 3 RaiseYour Voice: Letters 6 PharmaOutlet John J. Nosta provides his view on the state of creativity in healthcare advertising 64 For Art’s Sake A creative review by the experts 66 PharmaTrax Sales, marketing, and R&D trends from industry analysts 68 What’s New New healthcarerelated products, services, and companies 76 EMedia New electronic and Webbased applications, sites, and technologies 78 Talent Pool Executive appointments and promotions 82 Jed Beitler gives aglobal perspective Panel membersdiscuss MedDra’s impact on global harmonization efforts Hal Lewis’Dave Winigrad provides independent insight Hal Lewis’Dave Winigrad provides independent insight
