on the cover Prioritizing the pipeline: The role of portfolio management Increased pressures on the pharmaceutical industry ó from shrinking pipelines to rising costs, reimbursement issues, and regulatory pressures ó mean companies have to find ways to focus on the projects that will meet corporate goals. Portfolio management can do just that by providing an analytical assessment of each project. 10 FEATURES Pharmacogenomics: The next step forward The first NDA based on pharmacogenomic data may still be a long time coming, but in anticipation of such filings, the FDA has issued a draft guidance that encourages companies to conduct pharmacogenomic tests. 24 Diagnostics and devices: A different arena With smaller marketing budgets and a more focused audience, device and diagnostic marketers face challenges that require different strategies from their pharmaceutical counterparts. 32 Data strategy: Cracking the marketing code The creation of relevant marketing messages often relies on data that have been appropriately aggregated and analyzed. A well-conceived and implemented data strategy provides for a more targeted approach that ensures better results and increased ROI. Julian Parreño and Michele Fitzpatrick of Harte-Hanks discuss why itís critical for pharma to delve deep into data. 40 Dorothy Smith ó Education, the best medicine Dr. Dorothy Smith has devoted her career to consumer healthcare education. She began by shaking up the role of the pharmacist by pushing for patient-counseling programs. Today, she continues to work tirelessly to ensure that consumers are well-informed about their healthcare choices. 44 in every issue Letter from the Editor 3 Raise your voice: Letters 6 Opinions 8 For Artís Sake A creative review by the experts 52 PharmaOutlet Paul Harris talks about how to create memorable visual branding. 54 PharmaTrax Sales, marketing, and R&D trends from industry analysts 56 On The Calendar Industry events 58 Whatís New New healthcare-related products, services, and companies 60 E-Media New electronic and Web-based applications, sites, and technologies 64 Talent Pool Executive appointments and promotions 66 DeeAnn Yabusaki talks about framing a portfolio strategy for success. Pharmacogenomic testing could reduce development times, says Scott Magnuson. Contents January 2004 Dr. Dorothy Smith says she is living her dream ó helping patients.
