Table of contents Letter from the Editor The Forum The State of Advertising: Advertising and marketing executives from pharmaceutical, biotechnology, and device companies, ranging in size from small specialty to midtier to large and global, have identified relationships, geographic scope, reputation, experience, creativity, speed, service, and cost as the vital components that need to be considered when engaging an advertising partner for the commercialization and promotion of their brands. Company Listing by Topic of Interest Agency Services Palio Communications — Building the Foundation for Effective Client Relations Sudler & Hennessey — Account Planning: Solid Strategic Support for Evolving Brand Management The Agency Structure Donahoe Purohit Miller — Sizing Up Agency Culture GSW Worldwide — Innovation and Renovation Needed to Move Brands Forward Stonefly Communications Group — Breaking the Agency Model Mold Stratagem Healthcare Communications LLC — Freedom of Choice: Partnering with Complementary Competencies Sudler & Hennessey — Creating and Sustaining a Meaningful Agency Culture: Where Style Meets Substance Wishbone/ITP Inc. — The Role of Independent Agencies The Creative Process TCC Communications — Getting Back to the Basics of Pharmaceutical Marketing The E-Arena Sudler & Hennessey — The Digital Health Diva: Marketing Healthcare to Women Global Branding Dudnyk Healthcare — Global Dreams Can Come True The Promotional Mix Adair-Greene Healthcare Communications — The Rational Marketer’s Approach to Target Identification Communications Media Inc. — Technology for Implementing Targeted Media DVC HealthCare — Giving Birth to a Healthy Brand Vox Medica Inc. — Vioxx and the End of an Era: 7 Reasons We Can’t Stuff the Genie Back in the Bottle VIEW on Advertising
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Commercialization
