Commercialization: Page 103
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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 -
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
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
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
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
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
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
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
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
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
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
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
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
Managing Lifestyles With Medicines
Consumers who have the desire to improve their quality of life are looking for curative powers from select pharmaceuticals. Hair loss, too much hair, wrinkles, erectile dysfunction — while unpleasant and, at times, inconvenient — are not life-threatening conditions. Yet pharmaceutical products as...
By Cynthia Borda • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Patient Power: Why Your Daughter’s Website Can Move A Market The move away from direct to consumer and toward direct to community Social networking has become a major force driving media to reinvent itself and find a way to survive in a world where mass media no longer exists. Our children’s addi...
By Anthony Manson • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
New Healthcare-related Products, Services, and Companies Scientific Advantage Launches MSL Outsourcing Subsidiary The new division addresses client requests for MSL professionals. Scientific Advantage LLC has formed MSL Advantage LLC to fill MSL staffing positions within pharmaceutical, biotech, ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
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 than 150 industry events a ye...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Executive Appointments and Promotions Pharma POOL Pamela Harris Patrick Loustau Edward L. Williams Novo Nordisk Appoints Key Executives Novo Nordisk, a healthcare company with U.S. headquarters in Princeton, N.J., has appointed Pamela Harris as VP of diabetes sales, managed care, and government a...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Marketplace
Featured Product and Service Showcases /alert Marketing Altum American Medical Association ApotheCom Associates LLC The Association of Medical Publications Avant Healthcare Marketing Cadent Medical Communications Campbell Alliance Carbon Chandler Chicco Agency CommonHealth The Dunn ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Brand Builders
The Brand Builders From advertising to marketing to communications to market research, these brand builders are lifting their art to new heights. Guy Mastrion Truly creative work requires passion, hard work, and a willingness to push boundaries. Guy Mastrion, executive VP and chief global creat...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Commanders and Chiefs
Steering a company in the right direction is no easy task in today’s highly regulated and competitive environment. These individuals wear the mantle of responsibility well and are the guiding forces of ethics, good corporate citizenship, and strategic vision for their companies. Mark Booth Constr...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Change Agents
The Change Agents Not content with the status quo, these individuals have decided to shift the paradigm in their fields and are impacting business processes, technologies, and strategies across the life-sciences industry. Mark Bard Keeping the Focus on Results Education B.S. in health administrat...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Letter from the Managing Editor The Forum Medical Education Graduates to the Next Level: Physicians rely on continuing medical education, but more than ever they are insisting on high-value content when they invest their time in a program. Company Listing by Topic of Interest Communications Commo...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Measuring the Future of CME
August 2006 VIEW on Medical Education Metrics Measuring the Future of CME Steven Mankofsky, Director Jane Perrotta, Clinical Editor CME providers need to partner with all stakeholders — physicians, their professional societies, medical specialties, payers, industry — to...
By PharmaVoice Team • Jan. 2, 2008
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