Contents August 2004 Chris Henshall says all members of the brand team need a strategic understanding of the business. on the cover Life-cycle management: The ultimate client-agency relationship Life-cycle management is best achieved through a team approach that includes all stakeholders. Agencies are an integral part of this team. Continuity on both sides of the team — clients and agencies — yields the best results over time and leads to a partnership that can be valued as equitable, meaningful, and essential. 8 FEATURES Improving advocacy relations Pharmaceutical companies are in the middle of a public-relations crisis. But by forming relationships with consumer-advocacy groups, companies can better serve their target populations, which can give them allies in the court of public opinion. 26 Patient registries: Observations of the real world Through patient registries, pharmaceutical companies can obtain real-world effectiveness data about products, including adverse events and outcomes in various patient populations, that go beyond the limited confines of controlled trials. 38 Medication safety: Eight focus areas Medication safety has become part of a broader national dialogue to improve the safety of healthcare delivery overall. Bruce McWhinney, Pharm.D., senior VP of clinical affairs at Cardinal Health, talks about the key areas that could improve medication safety and patient care, which can ultimately lower costs. 46 Dr. Frank Baldino Jr. — A man for all seasons From an ambitious idea to a savvy business plan, Frank Baldino Jr., Ph.D., CEO, chairman, and founder of Cephalon, has created one of the fastest-growing biotechnology companies in the world and one of the few to not only survive the 1990s, but to thrive. 50 in every issue Letter from the Editor 3 Raise your voice: Letters 6 PharmaCounsel Louis C. Bechtle talks about minimizing liability while maximizing perception. 58 For Art’s Sake A creative review by the experts 60 PharmaOutlet Dr. Ash Nashed discusses DTC and the need for convergence. 61 PharmaTrax Sales, marketing, and R&D trends from industry analysts 62 On The Calendar Industry events 64 What’s New New healthcare-related products, services, and companies 68 E-Media New electronic and Web-based applications, sites, and technologies 72 Talent Pool Executive appointments and promotions 76 Dr. Deborah Covington says the FDA encourages the use of patient registries. Dr. Frank Baldino Jr. says a balanced-risk strategy has helped Cephalon thrive.

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