Pharmaceutical companies must connect science and marketing at the earliestdevelopment stages to optimize resource allocation and produce profitable products.
The R&D and marketing functions within pharmaceutical companies historically have been two separate entities that perform disparate functions: R&D discovers and develops compounds and conducts the clinical trials necessary to achieve regulatory approval; marketing steps in during the regulatory phase to develop promotional campaigns and, once approved, promotes the drug to physicians and patients.
This model is becoming obsolete, however, as the race to market intensifies because of changing government regulations, evolving pharmacoeconomics, diminishing patent protection, and increasing scrutiny by the public. To bring the most successful products to market as fast as possible, marketers and scientists need to work together from the earliest stages of development. Although some companies are beginning to move toward integrating the two functions, to make this a reality changes need to be made to practices that are deeply ingrained in the industry’s traditional drug-development process. Achieving a greater cohesion will require abandoning the siloed organizational structure common in many pharmaceutical companies. In the end, a continuous flow of information between R&D and commercial functions enables companies to make better informed portfolio decisions, serve patients, and achieve higher returns…
Commercial Budgeting and Financial Support by Development Phase
The Bridge Builders
Gina Ashe. VP, Marketing and Product Development, InfoMedics Inc., Woburn, Mass.; InfoMedics is the developer and marketer of Patient Experience data, real-world medication feedback and outcomes information gathered from the physician’s own patients to inform prescribing decisions and treatment outcomes. For more information, visit infomedics.com.
Daniel J. Burge, M.D. Senior VP, Clinical Development, Trubion Pharmaceuticals Inc., Seattle; Trubion is a biopharmaceutical company focused on the discovery and development of novel medicines to treat inflammatory diseases and cancer. For more information, visit trubion.com.
Evan Demestihas, M.D., R.Ph. President, Chief Operating Officer, SOS, Kennesaw, Ga.; SOS is a contract medical organization that provides comprehensive outsourcing for medical affairs activities, as well as focused medical science liaison services. For more information, visit medicalaffairs.com.
Jon Hess. Senior Analyst, Cutting Edge Information, Durham, N.C.; Cutting Edge Information provides research and consulting to the pharmaceutical industry and the financial services industry. For more information, visit cuttingedgeinfo.com.
Hilary Jules. Director of Industry Marketing, Plumtree Software, San Francisco; Plumtree creates comprehensive Web environments for employees, customers, and partners across the enterprise to interact with different systems and work together. For more information, visit plumtree.com.
Jo Ann Mayer, Ph.D. Senior VP and Medical Director, Ribotsky Worldwide Inc., Somerset, N.J.; Ribotsky is a full-service strategic communications group dedicated to making health-related products and services more successful. For more information, visit ribotsky.com.
John Monahan. President and CEO, Wolters Kluwer Health, Pharma Solutions division, Parsippany, N.J.; The Pharma Solutions division is a provider of knowledge-based information services and decision-support tools to the pharmaceutical and life-sciences industries. For more information, visit wkhealth.com.
Charlene M. Prounis. Executive VP and Chief Marketing Officer, Corbett Accel Healthcare Group, New York; Corbett Accel is one of the largest healthcare communications companies in the world and is a member of the Omnicom Group Inc. For more information, visit corbettaccel.com.
Robert R. Ruffolo Jr., Ph.D. President, Research and Development, Wyeth Pharmaceuticals, and Senior VP, Wyeth, Madison, N.J.; Wyeth is a research-based, global pharmaceutical company responsible for the discovery and development of some of today’s most innovative medicines. For more information, visit wyeth.com.
Steve Spittel. Executive VP, Director of Marketing, Nelson Communications, New York; Nelson Communications is a full-service marketing and communications company and a member of the Publicis Healthcare Group. For more information, visit nelsoncommunications.com.
Norman J. Stalsberg. President, CHS and Health Process Management (HPM), subsidiaries of inChord Communications Inc., Columbus, Ohio; CHS, Scottsdale, Ariz., is a provider of pharmaceutical and biotech contract marketing services. HPM, Doylestown, Pa., uses data analytics to help pharmaceutical, biotech, academic, and government clients turn information into action. For more information, visit inchord.com.