Commercialization: Page 106
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PharmaVoice Team/PharmaVoice
Measuring Online Success
Measuring Online Success Gary Mincieli, President Patrick Sosalski, Senior Online Business Analyst Internet marketers are projected to allocate billions of dollars this year to reach the healthcare consumer. These dollars will be divided among banner campaigns, search networks such as Goo...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Patients, Not Just Physicians, Need Continuing Education
Patients, Not Just Physicians, Need Continuing Education A knowledgeable patient needs to become the norm, and effective education can improve the overall quality of his or her healthcare treatment. Trapezoid Healthcare Communications LLC Alan Toltzis, President ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Hitting the Moving Target: Reaching Key Decision Makers to Avoid Therapeutic Substitution
Hitting the Moving Target: Reaching Key Decision Makers to Avoid Therapeutic Substitution The Media Mix Linda Ciccarelli Senior Media Director Gwen Canter Media Director Jasmine Robinson Assistant Media Director The right media mix directed toward influential targets should a...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Role of Independent Agencies
The Role of Independent Agencies Independent agencies need to harness unconventional thinking for every client challenge. The lack of bureaucracy and nimble structure can only be a strength if it leads to better ideas. The Agency Structure Agencies — large and small, independent and netwo...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Winning Approach To New Business: To Pitch or Not to Pitch?
The Winning Approach To New Business: To Pitch or Not to Pitch? The Agency Process Steven Michaelson Founder/CEO Wishbone/ITP Inc. It is a common industry tenet that new business is the life blood of an agency. Unfortunately, it can also be the death of an agency. Developing a strong, consistent,...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Building a Global Vision for Brands
Building a Global Vision for Brands Global Branding Richard T. Minoff President, Dorland Global Health Communications Dorland Global Corp. The convergence of markets and media across international lines provides rich opportunity for healthcare companies to achieve new levels of...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Strategies Behind Creative
Jay Doniger VP, Creative Advertising Donahoe Purohit Miller Anshal Purohit Director, New Business Development Too many creative campaigns are crafted on ideas of what would look great, be different, or have “stopping power,” without considering the brand itself. Strategic Creative There must have...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Winds of Change Letter from the Editor By Daniel Limbach You may have recently noticed fewer TV spots for allergy medications, cholesterol-lowering drugs, and erectile dysfunction pills. 2005 was a year of change for pharmaceutical advertisers, with some big players walking off the field, pr...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Role of the Customer-Centric Agency
The Role of the Customer-Centric Agency Stonefly Communications Group The Agency Structure Today’s rapidly evolving pharmaceutical industry is a landscape of pharmaceutical giants, emerging biotechs, and agile entrepreneurs — all working hard to develop products and services into brands that...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Letter from the Editor The Forum Advertising: What a difference a year makes. While 2005 will be remembered by pharmaceutical companies as a year of great change, 2006 will be thought of as the year of changing strategies. Company Listing by Topic of Interest Agency Services ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Finding the Female Voice
Finding the Female Voice The Creative Process With the short lives of pharmaceutical brands and the increasing number of female influencers, finding the female voice becomes a critical factor in the impact your brand has on the market. Marcee Nels...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Unlocking the Dynamics of Emotional Branding
In marketing medical products, manufacturers have traditionally relied on the white-coat approach to convince physicians and other medical professionals to use a product or recommend it to their patients. For decades, marketers have gathered data and used the information in their advertising to c...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Being a Brand Steward
Being a Brand Steward Nanette Foster VP/Senior Brand Planner One of my favorite definitions for stewardship is from Peter Block, author of “Stewardship and the Empowered Manager.” The definition he uses is “holding something in trust for another.” I believe this brilliantly simple definition...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Organizing the Marketing Plan to Achieve a Better Bottom Line
Promotional Planning Organizing the Marketing Plan to Achieve a Better Bottom Line Communications Media Inc. The elements of effective strategic planning never change: we plan, we execute, we analyze, we adjust, and we plan again, hopefully, having learne...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
It All Comes Down to Creative
It All Comes Down to Creative The Hal Lewis Group Inc. VIEW on Advertising March 2006 Creative work must be the sound, smart, clever, intuitive, provocative, compelling expression of the brand strategy. Separate them at your peril. Peter Siegel, Executive Creative Direct...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
April 2006 On the Calendar April 17-19 2006 World Health Care Congress Marriott Wardman Park Hotel, Washington, D.C. PharmaVOICE is exhibiting at this event. For more information, contact Tracey Fielding, World Congress, at 781-939-2555, e-mail [email protected], or visit worldcongress...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Drugs in the Real World
By Denise Myshko A greater regulatory focus on safety means companies are under pressure to provide more information about a prescription drug, as well as about the characteristics of patients, once a product becomes available to the larger marketplace. companies are being asked to provide inform...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharma POOL Steve Andrzejewski Eric J. Bruce Rick Kelly Dan McCall Robert Murphy Adriana Sax King Pharmaceuticals Hires and Promotes King, Bristol, Tenn., a vertically integrated branded pharmaceutical company, has appointed Steve Andrzejewski to chief commercial officer. His new responsibilities...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Times are Changing
Times are Changing By Daniel Limbach What a difference a year makes. While 2005 will be remembered by pharmaceutical companies as a year of great change, 2006 will be thought of as the year of changing strategies. any pharmaceutical companies that depend...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Shifting the Pediatrics Paradigm
By Autumn Konopka The FDA’s push for pediatric studies since the late 1990s has nearly doubled the pediatrics market, which is expected to keep growing in the coming years. Nevertheless, children remain “therapeutic orphans,” and some experts believe that the pediatrics market may never be able t...
By Autumn Konopka • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
Elsevier MDL Introduces Electronic Lab Notebook Elsevier MDL has launched MDL Notebook, the initial release of its major electronic lab notebook (ELN) initiative. MDL Notebook brings systematic efficiency to fundamental research activity by streamlining workflows, improving productivity, and inte...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Anybody who has a parent or parents who are in the senior bracket are familiar with the complexities of Medicare Part D. Even those of us in the industry are stumped by the different nuances of this new plan. With enrollment in full swing, Medicare Part D is having a significant impact on the ind...
By Taren Grom • 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
What's New
New Prescription Drug Information Format to Improve Patient Safety The FDA is seeking to reduce the complexity of information on prescription drug labels, making them more useful for physicians and patients. The U.S. Food and Drug Administration (FDA) has unveiled a major revision to the format o...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Prescription for Success in Globalization
Prescription for Success in Globalization VIEW on a common global language Sig Shirodkar, Principal, and Mark Mozeson, Principal and life sciences Practice Leader, both of Archstone Consulting, discuss why designing a set of corporate attributes and standards of behavior is the key to global succ...
By PharmaVoice Team • Jan. 2, 2008
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