December 2003 Contents 8 Cyndi Verst-Brasch says Phase IV trials have to withstand regulatory vigor. 20 Pharma is becoming more involved in choosing investigator sites, says Mark Eisenach. 32 For Dr. John Patton, the life sciences are awe inspiring. on the cover The value of Phase IV Postmarketing-research studies are crucial for tracking side effects and exploring new uses for a drug. The industry is developing best practices that balance marketing and science. 8 FEATURES The art of site selection For pharmaceutical sponsors and their CRO partners, selecting the right investigator site is a linchpin to trial success. 20 NPs and PAs: A growing sphere of influence Addressing this group of healthcare practitioners represents opportunities for pharmaceutical marketers to drive home their messages. 28 John Patton — A lifetime of adventure John Patton, Ph.D., founder of Nektar Therapeutics, is leading a push to unearth solutions to drug-delivery challenges that go beyond today’s capabilities. 32 in every issue Letter from the Editor 3 Opinions 6 PharmaCase Lena Chow makes a case for transformational product marketing. 38 For Art’s Sake A creative review by the experts 40 PharmaOutlet Howard Ziment discusses the importance of messaging. 42 PharmaTrax Sales, marketing, and R&D trends from industry analysts 44 On The Calendar Industry events 46 What’s New New healthcare-related products, services, and companies 48 E-Media New electronic and Web-based applications, sites, and technologies 50 Talent Pool Executive appointments and promotions 52
