Life-Cycle Management: The Ultimate Client-Agency Relationship


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Product Description

With $80 billion of products facing patent expiration by 2008, fewer drugs in the pipeline, greater generic competition, and decreasing revenue and growth rates, the pharmaceutical industry is facing some of its biggest challenges yet.
Proactive life-cycle management is one way to fully harness the potential of pharmaceutical products. Life-cycle management is best achieved through a team approach that includes all stakeholders involved in a drug’s success. Integral to the team is working in partnerships. Real partnerships generate the best work. Continuity between the same teams working on both sides of the brand — clients and agencies — yields the best results over time. Frequent switching of agencies or brand personnel results in starts and stops and stems the accumulation of key learnings, which are necessary for developing a life-cycle management strategy for a brand. According to industry experts, if continuity is in place and adequate and fair compensation systems exist, then it is possible to create a partnership that can be valued by both sides as equitable, meaningful, and essential…

The Relationship Builders
Bradford Bryen. President, U.S. Concepts, New York; U.S. Concepts is an event/promotion agency and a subsidiary of CoActive Marketing Group Inc. For more information, visit
Judy Capano. Partner and Chief Strategic Officer, Wishbone Inc., New York; Wishbone is a full-service healthcare advertising agency. For more information, visit
Jim Clifford. Group Company Chairman, CommonHealth, Parsippany, N.J.; CommonHealth is a leading healthcare communications network, with 16 operating units and an expertise in health-related brands in almost every therapeutic category. For more information, visit
Elaine s. Eisen. Executive VP, Corbett Accel Healthcare Group, Director of Client Services, Corbett Accel Worldwide Healthcare Communications, Chicago; Corbett Accel is one of the largest healthcare communications companies in world and is a member of the Omnicom Group Inc. For more information, visit
Carol Gallagher, Pharm.D. Executive Director, Sales and Marketing, CancerVax Corp., Carlsbad, Calif.; CancerVax is a biotechnology company focused on the research, development, and commercialization of biological products for the treatment and control of cancer. For more information, visit
Rod Hanlon. Chairman, Wanamaker Associates, Atlanta; Wanamaker Associates is a leading international consulting firm specializing in agency searches and the evaluation, measurement, tracking, and enhancement of the client/agency relationship. For more information, visit
Chris Henshall. Senior International Product Manager, Daxas Roflumilast, ALTANA Pharma USA, Florham Park, N.J.; ALTANA Pharma, a unit of German pharmaceuticals and chemicals group ALTANA AG, researches, develops, produces, and markets innovative drugs. For more information, visit
Louisa Holland. Co-President, Sudler & Hennessey, New York; The S&H Group is a global healthcare marketing and communications organization with offices around the world and is a WPP group company. For more information, visit
Larry Iaquinto. President, Interlink Healthcare Communications, Lawrenceville, N.J.; Interlink is a full-service healthcare advertising and medical-education company. For more information, visit
Rich Levy. President, HealthStar Advertising Inc., Woodbridge, N.J.; HealthStar is the advertising and sales promotion division of HealthStar Communications Inc., a healthcare marketing network. For more information, visit
Patricia Malone. Principal/Creative Director, Stratagem Healthcare Communications, San Francisco; Stratagem is an independent, full-service advertising agency serving clients in the pharmaceutical, diagnostic, device, and consumer healthcare industries. For more information, visit
Mike Myers. Executive VP, Managing Director, Client Service, Palio Communications, Saratoga Springs, N.Y.; Palio is a full-spectrum, strategically driven advertising and communications company. For more information, visit
Mark S. Perlotto. Executive VP, General Manager, Adair-Greene Healthcare Communications, Atlanta; Adair-Greene is a full-service marketing and communications agency with a focus on emerging companies, products, and technologies. For more information, visit
Ahnal Purohit. President and CEO, Donahoe Purohit Miller, Chicago; Donahoe Purohit Miller is a healthcare advertising agency that provides professional and consumer patient services. For more information, visit
John Racik. President and CEO, Stonefly Communications Group, a subsidiary of inChord Communications Inc., Westerville, Ohio; Stonefly is a full-service advertising agency that continually innovates to redefine success for its clients. For more information, visit
Dagmar Rosa-Bjorkeson. Regional Director, NII/NIII Boston Sales Force, Novartis Pharmaceuticals, East Hanover, N.J.; Novartis is a world leader in pharmaceuticals and consumer health. For more information, visit
Allen Stegall. President, Dudnyk Healthcare Group, Horsham, Pa.; Dudnyk is an independently owned, full-service advertising agency and marketing group servicing the healthcare industry. For more information, visit
Alan Topin. President, Topin & Associates Inc., Chicago; Topin & Associates is a full-service medical and healthcare advertising and communications agency. For more information, visit
Steven Wice. President, Lyons Lavey Nickel Swift, New York; Lyons Lavey Nickel Swift is a full-service healthcare advertising agency. For more information, visit
Stephen Wray. President/CEO, Healthworld-Americas, Healthworld Communications Group, New York; Healthworld is a leading global provider of strategic marketing and communication services to healthcare marketers. For more information, visit