A 360-Degree Approach to Marketing With the Patient at the Center


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Product Description

As budgets start to shift away from mass-media DTC efforts and slick and glitzy advertising, marketers are going old school, in a sense. There is more focus on the healthcare providers, not just as prescribers, but as true providers of care who have their patients’ best interests at heart.
Marketers recognize that they need to address the different informational and educational needs of physicians and patients, thus there is a recognition that there needs to be a 360-degree approach to marketing. It’s essential to know which physicians react to which programs and which patient groups respond to what tactics.
As such, there is an increased focus on education, because it is believed effective customer education will lead to customer acquisition. There is also a secondary gain that benefits the entire industry: more educational programs likely lead to an improvement of the pharmaceutical industry’s perception among consumers…

Sidebars: PharmaVOICE 2006 View on Marketing Survey

Thought Leaders
Janice H. Arnold. Product Manager, Floxin Otic, Daiichi Sankyo Inc., Parsippany, N.J.; Daiichi Sankyo, part of Tokyo-based Daiichi Sankyo Co. Ltd., has a strategic focus on cardiovascular diseases and research and development of new therapies focused in the areas of glucose metabolic disorders, infectious diseases, cancer, immunology, and bone and joint diseases. For more information, visit
David Baker. VP, General Manager, ADHD Business Unit, Shire U.S. Inc., Wayne, Pa.; Shire is a global specialty pharmaceutical company with a sales and marketing infrastructure, a broad portfolio of products, and its own direct-marketing capabilities in the United States, Canada, United Kingdom, Republic of Ireland, France, Germany, Italy, and Spain. For more information, visit
Chris Benecchi. Senior Product Manager, Rozerem, Takeda Pharmaceuticals North America Inc., Lincolnshire, Ill.; Takeda Pharmaceuticals North America, a wholly owned subsidiary of Takeda Pharmaceutical Company Ltd., currently markets oral diabetes, insomnia, cholesterol- lowering, and gastroenterology treatments, and through the Takeda Global Research & Development Center Inc., has a robust pipeline with compounds in development for diabetes, cardiovascular disease, and other conditions. For more information, visit
Lauren Coyle. Senior Product Manager, Otsuka America Pharmaceutical Inc., Rockville, Md.; Otsuka America is a fast-growing healthcare company that commercializes Otsuka-discovered and other product opportunities in North America, with a strong focus on and commitment to neuroscience, cardiovascular, and gastrointestinal therapeutic treatments. For more information, visit
Russell Senyk. Director of Global Products, International Marketing Development, Ranbaxy Pharmaceuticals Inc. (RPI), Princeton, N.J.; RPI, a wholly owned subsidiary of India-based Ranbaxy Laboratories Ltd., is engaged in the sale and distribution of generic and branded prescription products in the United States. For more information, visit