Bring in the Middlemen


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Product Description

Outsourcing is a way of life for the pharmaceutical industry. From the early stages of a potential product’s life cycle, through launch, and throughout the years of patent protection, companies use outside sources to assist with research, development, launch preparation, advertising, marketing, public relations, medical education, e-promotion, and the list goes on. At any time after launch, a pharmaceutical company may be working with several agencies and marketing firms on a single product. With so many partners to deal with, it’s no wonder that there is some inconsistency in the communications between client and agency, that tensions and problems arise, and that relationships become strained.
Enter the third-party consultant, sometimes referred to by those in the industry as a type of marriage consultant or mediator, who often is brought in to make the relationship between the pharmaceutical company and the outside supplier as strong and long-lasting as possible. Some companies provide this service through their procurement or marketing operations departments. Others may rely on an outside source.

Early Consultation

Experts on this Topic
Paul Allen. Managing Partner, Life Sciences, Clarkston Consulting, Durham, N.C.; Clarkston Consulting provides solutions for the life-science, consumer products, and additional industries through a range of services, including regulatory validation, strategy, application implementation, and support. For more information, visit
Arthur Anderson. Managing Principal, Morgan Anderson Consulting, New York; Morgan Anderson is a management consulting firm specializing in marketing communications and dedicated to enhancing the effectiveness of a corporation’s marketing communications investment and its relationship with its agency. For more information, visit
Kenneth A. Barry. Executive Director, Global Marketing Communications, Pharmacia Corp., Peapack, N.J.; Pharmacia is a top-tier pharmaceutical company with operations in more than 60 countries. For more information, visit
John Cassimatis. VP, Life Science Performance Improvement Practice, First Consulting Group, Long Beach, Calif.; First Consulting Group provides consulting, technology, outsourcing, and applied-research services for healthcare, pharmaceutical, and other life-science organizations in North America, Europe, and Asia. For more information, visit
Gene DorfF. VP, Strategic Planning and Initiatives, Johnson & Johnson Health Care Systems Inc., Piscataway, N.J.; Johnson &
Johnson Health Care Systems, a division of Johnson & Johnson, provides national, managed care, government, and large hospital customers with a single point of contact for products from the Johnson & Johnson domestic companies serving the pharmaceutical, medical-device, and diagnostic markets. For more information, visit
Rod Hanlon. Chairman, Wanamaker Associates, Atlanta; Wanamaker Associates is an advertising management firm specializing in advertising relationships and the search for cost controls, efficiency, and productivity in advertising and the entire marketing
communications function. For more information, visit
Rich Levy. CEO, Adair-Greene Healthcare Communications, Atlanta; Adair-Greene is a full-service agency with clients from
pharmaceutical and biotechnology to medical devices and diagnostics. For more information, visit
Caroline Maynard. Consultant, Strategic Services Team, BBK Healthcare Inc., Newton, Mass.; BBK Healthcare is a marketing consulting firm for the clinical-research and development segment of the biopharmaceutical and medical-device industries, helping to accelerate time to market for new medicines and treatments. For more information, visit
Brad Patten. Executive Director, Pharma Sales and Marketing, Ventiv Health Inc., Somerset, N.J.; Ventiv Health provides sales and marketing solutions to the pharmaceutical and life-science industry. For more information, visit
Joyce Rivas. Director of Research and Brand Planning, SFGT Advertising Inc., Philadelphia; SFGT is a full-service strategic communications agency. For more information, visit
Mike Thyen. Manager, Global Procurement for Marketing, Eli Lilly & Co., Indianapolis; Lilly creates and delivers innovative medicines to treat depression, schizophrenia, diabetes, cancer, osteoporosis, and many other diseases. For more information, visit
Hao-Chau Tran. Partner, Front Line Strategic Consulting Inc., San Mateo, Calif.; Front Line combines research and analysis with strategic consulting to address a range of issues for companies in the biotechnology and pharmaceutical sectors. For more
information, visit
David Winigrad. President, The Hal Lewis Group, Philadelphia; The Hal Lewis Group is a healthcare marketing communications agency. For more information, visit