Commercialization: Page 101
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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
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
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
What's New
Sales Training Consultancy Formed New consultancy launched to improve pharmaceutical training success. For pharmaceutical training professionals struggling to wade through the array of vendor pitches for products and services, Impactiviti LLC, led by industry veteran Steve Woodruff, founder, cons...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Recognizing the Power of Medical Advertising
The doctors’ choice awards, an annual study conducted by the Association of Medical Publications (AMP), is the only program that is voted on by the industry’s customers — the physicians. Physicians’ attitudes toward product advertising are researched via a Web-based study. This year’s program eva...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Fixing Pharma's Damaged Reputation
Moving toward 2007, an issue that remains of major concern is the reputation of the pharmaceutical industry. industry reputation Reputation is the ultimate business asset. The sustainability and profitability of all businesses depend on their reputation: the trust of all of their stakeholders. Re...
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 -
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
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
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
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
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
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
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
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
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
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
Reimbursement and Rebate Issues
DRA and Medicare looming large Since President George W. Bush signed the Deficit Reduction Act of 2005 (DRA) into effect, pharmaceutical manufacturers have converged on this critical event in a series of public discussions and individual preparedness initiatives. The goal of these activities is t...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Technology is Driving Innovations In Marketing and Sales
Year in Preview e-marketing and sales E-tactics will become important as a way to reach both consumers and physicians as mass-media promotions face continued resistance from regulators. The Internet is an ideal channel for transmitting both brand-specific and educational campaigns, especially thr...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
BBK Launches E-Business Suite of Tools for Patient Recruitment Pharmaceutical, medical-device, and biotechnology companies can now take advantage of BBK Worldwide’s TCN e-Systems, a licensable e-business patient-recruitment solutions offering. With TCN e-Systems, study sponsors have greater contr...
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
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
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
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
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
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