March 2006 Table of Contents Warren Levy says Medicare Part D is a catalyst for change. Journal ads should be tied in with other tactics that companies are employing, says Robert Osborn. Prof. Herrling believes drug discovery requires input from multiple disciplines. On the Cover Managing marketing under Medicare Part D As the pharmaceutical industry adapts its marketing strategies for the evolving Medicare arena, transparency is a top priority. Brand teams also need to remain flexible and stay on top of emerging information and trends to best position their products for this market. Features Shifting the pediatrics paradigm The FDA’s push for pediatric studies has nearly doubled the number of drugs available for children. But some experts say children remain “therapeutic orphans” and believe that the pediatrics market may never be able to sustain itself without government incentives. The value of journal advertising Advertising in medical journals has been underused in the past but has shown to provide value to pharmaceutical marketers. Experts say recent trends are likely to encourage companies to focus more of their efforts on journal advertising. Prescription for success in globalization Pharma company executives need to learn to manage the culture-change process for a truly global culture. Sig Shirodkar and Mark Mozeson of Archstone Consulting discuss why designing a set of corporate attributes and standards of behavior is the key to global success. Prof. Paul Herrling — A world vision Paul Herrling, head of corporate research at Novartis, appreciates the multidimensionality of life, whether he is conducting experiments in the lab or overseeing corporate decisions. He extends this view to medicine while creating an environment that strives for collaboration and diversity of thought. In Every Issue Letter from the Editor UpFront A brief review of industry news at press time For Art’s Sake A creative review by the experts PharmaOutlet Shellie Caplan talks about career opportunities for pharma marketers. PharmaTrax Sales, marketing, and R&D trends from industry analysts What’s New New healthcare-related products, services, and companies E-Media New electronic and Web-based applications, sites, and technologies On The Calendar Industry events Talent Pool Executive appointments and promotions

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