Commercialization: Page
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PharmaVoice Team/PharmaVoice
The Brand Is More Than the Name
The Brand Is More Than the Name Rob Rebak, General Manager, Marketing Solutions Anyone who has endured Semantics 101 knows that a word is not the thing being communicated and a symbol is not the thing being symbolized. The same is true of branding: the name of a product does not make the br...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Metrics: It's All About Performance
By Taren Grom, Editor From the clinic to the market, the ability to drive process improvement and operational excellence for sponsors and providers through strategic metrics has never been more important. Metrics encourage effectiveness, efficiencies, and appropriate levels of control. No matter ...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Raise Your Voice -- Letters
A refreshing focus Pending patent expirations, the FDA, compliance issues, product liability and related lawsuits, stock price pressures, fully integrated and targeted promotion, return on promotional investment, accountability, fair balance, mergers and consolidations, salesforce effectiveness, ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
GSW Launches Pink Tank Specialty marketing group offers expertise in understanding and speaking to women. Remarkably, many marketers don’t realize that women connect with brands differently from men. We established Pink Tank to help companies understand those differences and to counsel them on ho...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
A Market for Education
No longer is patient education a static, one-dimensional tool for disseminating health information. It is a dynamic way to engage patients that ensures a win-win for all parties. The face of patient care is changing, and with it so too must the way the industry engages with this critical audience...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
Industry Events October 2006 Your Source for Life-Sciences Events and Conference Information Professional education is an ongoing endeavor for most executives. PharmaVOICE has partnerships with every major conference provider serving the life-sciences industry. PharmaVOICE is distributed at more ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
For Art's Sake
A creative review by the experts. 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 ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Pink Ribbons of Opportunity
By Cynthia Borda Despite advances in breast cancer treatments, this is still an area of unmet need. Significant opportunities exist in this market, especially for products that are targeted and that have fewer side effects. Tremendous progress has been made in treating breast cancer. Survival rat...
By Cynthia Borda • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Pharmaceutical companies that tap into women’s power to influence health decisions for family, friends, and communities are finding the ultimate tipping point. Picture women as the hub in the center of a wheel. The wheel represents women as influencers, as caregivers, as community leaders, and as...
By Kelley Connors • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The 6th Annual PharmaLinx Charity Golf Outing
Raising More than $20,000 for the Lankenau Institute for Medical Research Hosted by PharmaVoice Magazine and AXIS Healthcare Communications LLC The 6th Annual PharmaLinx Charity Golf Outing October 2006 We Extend Thanks to These Companies for Their Contributions Corporate Sponsors GOLD CORPORATE ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor -- A Year in Preview
As another year comes to a close, it’s natural to stop and take stock of the events that have shaped the industry and to look ahead in anticipation of what’s next on the horizon. Once again, PharmaVOICE appreciates the time that so many industry executives took out of their busy schedules to comm...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Strategic Planning: A Single Mapping Process Can Have Universal Applicability
Strategic Planning: A Single Mapping Process Can Have Universal Applicability Successful brand managers ensure that the tactical plan is based on a solid strategic foundation and that this foundation is grounded on the key issues to achieve the brand’s marketing goals. ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Learning About Physicians by Listening
Learning About Physicians by Listening Art Wilschek President of AMP Board of Directors and Executive Director, Advertising Sales, NEJM By directly asking physicians for their feedback, The Doctors’ Choice Awards offers a unique approach to determine the types of messages that reson...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Trusting the Gut -- Making Room for Predictive Understanding
Trusting the Gut — Making Room for Predictive Understanding One could legitimately argue that greater emphasis needs to be placed on studying the initial impact of an idea — quick decisions are relevant and, in some circumstances, may be the relevant metric. ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Nonpersonal Promotion Key to an Integrated Marketing Plan
Nonpersonal Promotion Key to an Integrated Marketing Plan Mike Weiss, VP, Sales Personal selling is vital to the success of a pharmaceutical marketing plan. Sales representatives are a critical and expensive part of most marketing plans, yet access to healthcare providers — pharmacists, ph...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Breaking the Cultural Barriers Through Effective Education
Breaking the Cultural Barriers Through Effective Education September 2006 VIEW on Marketing Bill Eaves, VP, New Business Development, Multicultural Education Ethnic disparities in healthcare in the United States continue to be a growing problem in the 21st century. According to the U.S. Cens...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Commitment and DTC: Moving Beyond Loyalty to Long-Term Consumer/Brand Connections
Commitment and DTC: Moving Beyond Loyalty to Long-Term Consumer/Brand Connections David Kweskin Senior VP, Practice Area Leader Advertising and Brand Performance When seeking to apply nonprescription market-research techniques to the prescription world, everyone has heard that inevitable c...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Tapping the Full Potential of the Tablet PC
Tapping the Full Potential of the Tablet PC the e-arena Forrest King, Managing Partner JUICE Pharma Advertising Creating Powerful Content for Tablet PCs Here are seven DOs and DON’Ts for managing a remarkable emerging medium: DO think pull, not push: build your content to answer th...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
DTC Reality Check: The Actual Effects of DTC on the Physician-Patient Interaction
DTC Reality Check: The Actual Effects of DTC on the Physician-Patient Interaction Meg Columbia-Walsh, Managing Partner/President, Consumer and e-Business, CommonHealth Brad Davidson, VP, Account Group Director, MBS/Vox, part of CommonHealth Joe Gattuso, President, MBS/Vox, and Director, St...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
China: The Promise of a Vast Market In Challenging Times
China: The Promise of a Vast Market In Challenging Times Chandler Chicco Agency and Eastwei Relations Sydney Rubin Chandler Chicco Agency Rachel Liu Eastwei Relations Chandler Chicco Agency (CCA), with headquarters in New York and offices in London, Washington, Los Angeles, and Paris...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Positioning -- An Untapped Opportunity?
Positioning — An Untapped Opportunity? A good brand positioning should represent a goal, the place where, as marketers, you want to take your customers. The achievement of the brand positioning should result in the ability to meet future commercial objectives. ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
As patents for branded pharmaceuticals worth more than $59 billion in U.S. annual revenue are scheduled to expire, the next five years will be historic. Will the industry replace that revenue with new products? Will there be consolidation in the industry? Will specialty pharmaceutical companies ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Magic of Belief to Behavior
The Magic of Belief to Behavior For advertising to move the needle for a brand, the industry needs to transition to a “belief to behavior” model. Brian Heffernan Chief Marketing Officer This is something you would probably never expect to hear from an advertising agency...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Letter from the Editor The Forum A 360-Degree Approach to Marketing With the Patient at the Center: 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...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Personalized Treatment Education and Feedback Can Make the Difference in Patient Adherence
Personalized Treatment Education and Feedback Can Make the Difference in Patient Adherence Paul LeVine, VP of Analytics High-quality treatment education delivered at treatment onset is crucial to attaining prescription compliance. It can improve patient understanding ...
By PharmaVoice Team • Jan. 2, 2008
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