6 J u l y / A u gu s t 20 01 PharmaVOICE CSOs: Not just hired guns Contract sales organizations have come a long way to stay a step ahead of their clients’ needs 34 Unleashing the power of Nexium AstraZeneca marketers are positioning the company’s new proton pump inhibitor to replace Prilosec, the original 40 Karen Dawes:A closer look An exclusive interview with Bayer Pharmaceuticals’ senior VP of marketing and sales 44 Contents ONTHE COVER Agency pitches — in need of an umpire Thirdparty independent consultants are being called upon to manage the agencyclient relationship; clients want them, agency executives debate their value 8 FEATURES Making investigators top of mind A projected shortfall of 8,000 investigators is expected by 2005, unless the industry starts to make training a priority 18 A piece of the pie A pharmaceutical marketing ROI study evaluates four promotional areas: detailing, DTC, medical journal advertising, and meetings and events 24 Between two coasts The Midwest is hoping to become a new mecca for biotech activity 30 July/August 2001 Scott Cotherman speaks out IN EVERY ISSUE Letter from the Editor 4 PharmaOutlet John F. Kamp’s insider view to Washington healthcare politics 50 For Art’s Sake A creative review by the experts 52 What’s New New products and services 54 Talent Pool Executive promotions and hires 56 DonMartiny reveals what ad stoppedhim in his tracks DonMartiny reveals whatad stopped him in his tracks Dr. Gregg Fromell talks about the need for qualified investigators Dr.Gregg Fromell talks about the need for qualified investigators
