Commercialization: Page 101
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PharmaVoice Team/PharmaVoice
Building Healthy Communities Online
Building Healthy Communities Online the E-Arena Grey Healthcare Group, New York, is a global healthcare communications and advertising group of agencies. For more information, visit ghgroup.com. March 2007 VIEW on Advertising The smartest companies will seize the opportunity to ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Honing Ockham's Razor
Honing Ockham’s Razor Communication Strategies Donald JM Phillips, Pharm.D., Principal and CEO The 14th Century logician, William of Ockham wrote, “Numquam ponenda est pluralitas sine necessitate,” which translates as, “Plurality ought never to be posed without necessity.” While this pri...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Creating Effective Advertising: Four Steps to Expressing a Brand's Full Potential
Creating Effective Advertising: Four Steps to Expressing a Brand’s Full Potential Ian McKinnon, Ph.D., Senior VP, Advanced Methods TNS Healthcare Campaign Development Physicians often first know a brand through its advertising — whether from detail aids or journal ads. Physicians’ brand p...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Managing Creativity
Managing Creativity Wishbone/ITP Inc. The Creative Process Steve Hamburg, Partner, Chief Creative Officer Ideas — they are the fuel that drives brands and businesses forward. And advertising agencies are factories where much of this fuel is developed. To raise the octane of ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Addressing the Silo Mentality
The industry is made up of hundreds of companies, public and private, large and small, some with highly developed R&D and commercial capabilities, and some with little more than two brilliant scientists and a molecule. cross-functional communications Anyone who works in the pharmaceutical and...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Raise Your Voice -- Letters
The Future of eClinical Recently, I had the opportunity to participate in an eClinical conference sponsored by etrials Inc. Clearly, among the participants at the event — both sponsors and trial partners –there was an underlying consensus that we understand the benefits of real-time data, know th...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
On the Cover The age of personalized medicine The study of genomics holds promise for helping to identify better drug targets and guiding companies in designing trials. The hope is that pharmacogenomics will lead to more targeted therapies. Features Patient recruitment marketing Patient recruitme...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Is there anything more personal than healthcare? Whether we are talking about medical records or medicine — personalization is coming into vogue, albeit with a caveat on privacy protection. According to a recent Wall Street Journal Online/Harris Interactive Health-Care poll, when it comes to the ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaTrax
PharmaTrax Sales, Marketing, and R&D Trends from Industry Analysts Scientific Expertise and Good Value Are Important When Choosing a CRO The primary factors pharmaceutical and biotechnology companies consider when selecting a CRO are the strength of its scientific expertise and the cost/value...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
New Healthcare-related Products, Services, and Companies The breakthrough use of automated data mining and predictive analytics will ultimately make the costly, inefficient one-size-fits-all ‘shotgun’ mass-media marketing approach to consumers obsolete, says Michael D. Weintraub, Founder, Chairma...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Managed Markets: Formularies
By Denise Myshko MCOs and PBMs are now applying their cost-management strategies to biotech and specialty drugs. Biologics and injectable medications are coming under increased scrutiny by managed care organizations (MCOs). MCOs, pharmacy benefit management companies (PBMs), and other payers are ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
For Art's Sake
Each month, this department pays homage to memorable advertising and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in combination or as single branding elements. Cr...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Master The New Standard: HBA Leadership Conference
HBA Leadership Conference Master The New Standard 4th Annual HBA Leadership Conference Attracts More Than 300 Attendees to Boston The 4th Annual Healthcare Businesswomen’s association’s Leadership conference, held in Boston last November, was a two-day event packed with interactive sessions, dist...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Counter Measures: Switching from Rx to OTC
Switching products from Rx to OTC status can be a viable life-cycle management strategy, one that is expected to be used more frequently. By Cynthia Borda Consumers are increasingly comfortable managing their own healthcare. They want easy access to low-cost, effective, safe, and easy-to-get prod...
By Cynthia Borda • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
A Commitment to Public Health -- Dr. Barbara DeBuono
By Kim Ribbink Dr. Barbara DeBuono, as Senior Consultant to the WHO, was assigned to the organization’s SEARO, Southeast Asia Regional Office in New Delhi, India, to review public-health aspects of the tsunami relief and recovery operations. She worked with the WHO offices in India, Maldives, and...
By Kim Ribbink • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
On the Cover Sales and marketing compliance As pharmaceutical manufacturers continue to refine and adjust their compliance policies to meet a slew of regulations over the past five years, they also are looking ahead and preparing for regulatory changes that could create many challenges. Features ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Registering Safety
By Kim Ribbink As the emphasis on drug development shifts toward improving risk management, new tools have emerged to evaluate safety both pre- and postapproval. Increasingly, companies are looking at patient registries as an integral part of their safety arsenal. Drug safety has become the focal...
By Kim Ribbink • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Already 2007 is shaping up to be an interesting time. A new Congress, shifting demographics, regulatory restrictions, and other factors are sure to keep industry leaders on their toes. In early December, Pfizer’s two big announcements made headlines: first, a major reduction in its salesforce, th...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
New Electronic and Web-based Applications, Sites, and Technologies Phase Forward Expands Clinical-Trials Signal Detection System Phase Forward has unveiled a new version (2.0) of its clinical trials signal detection system — CTSD. The CTSD system enables clinical safety and medical monitoring sta...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
January 16-17 Pharma Pricing Strategies Radisson SAS, Rome For more information, contact Martin Manik, Jacob Fleming Group, at 42-12-5825-2729, e-mail [email protected], or visit jacobfleming.com. January 16-18 Pharmaceutical Leaders’ Summit Delray Beach Marriott, Delray Beach, Fla. F...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Improving the Dialogue: When "To" Becomes "With"
Year in Preview The industry is in the midst of changing the way pharmaceutical products are promoted to patients and physicians. Traditionally, pharmaceutical companies have approached professional promotions — detailing, sampling, medical meetings, etc. — and consumer promotions — DTC advertisi...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Patient-Directed Communications
Year in Preview Communicating with Patients Opportunities abound for marketers who begin to embrace a new paradigm with patient-directed communications. The biggest breakthrough opportunity in healthcare could very well be in the realm of communications, says Matt Giegerich, president and CEO of ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
November 15 Turn Market Research into a Competitive Advantage McCann Erickson Building, New York For more information, contact Laura DeGroot, Healthcare Marketing & Communications Council, at 610-868-8299, e-mail [email protected], or visit hmc-council.org. November 15-16 International Pa...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Winds of Change Continue for the CME Community
medical education The updated criteria for CME means there will be an increased emphasis on measuring the outcomes of education. In recent years, the CME community has demonstrated the ability to manage complex change in the processes related to seeking funding, as well as assuring independence a...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Five Common Mistakes of a Global Marketing Campaign
Year in Preview While there is no magic formula for creating a global campaign that has impact in every market around the world, there are some fundamental miscues to avoid to help ensure success. Everyone in marketing and advertising has heard the famous story about Chevrolet launching its popul...
By PharmaVoice Team • Jan. 2, 2008
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