Commercialization: Page 113
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PharmaVoice Team/PharmaVoice
What's on Your Mind -- Opinions
What’s on Your Mind — Opinions Opinions Blogs, which often combine a mixture of what is happening in a person’s life and what is happening on the Web into a type of hybrid diary/guide site, are quickly becoming important online resources for consumers and patients. Bloggers share personal informa...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
It's All About Changing Practice
It’s All About Changing Practice Each and every step along the drug-development path must focus on the end game — to define the place of a new drug in practice, and then to communicate the data clearly and consistently using all available channels. But can companies make themselves heard in th...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Creating a Guidance System for Life-Science Brands
Creating a Guidance System for Life-Science Brands While meaningful biomedical research depends on proteomics, genetics, and genomics tools, their ultimate application also will depend on successful commercialization and marketing tools. Mark Stinson President ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Personalized Medicine: Our Industry's Next Great Leap Forward
Personalized Medicine: Our Industry’s Next Great Leap Forward Marketing Personalized medicine will drive medicine to become much more of a science than an art. And with that change, there will be many necessary fundamental changes to how our industry markets these innovations. Ri...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Marketing Strategies for Emerging Companies: Lessons from the Maine Wilderness
Marketing Strategies for Emerging Companies: Lessons from the Maine Wilderness for Biotech and Biopharma I do not consider a sale complete until the goods are worn out and the customer (sic) is still satisfied.” When Leon Leonwood Bean posted those words in his humble Maine store in 1916 he wa...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Branding Your Company -- Right from the Start
Branding Your Company — Right from the Start Executives of emerging biotech companies face myriad challenges. While they may certainly understand the value of branding and marketing, those functions may command less of their attention during the early stages of company development than the challe...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Giving Birth to a Healthy Brand
Joseph Doyle, R.Ph. Chief Branding and Strategy Officer Giving Birth to a Healthy Brand the promotional mix Closely aligning clinical and marketing strategies early in development is the way to ensure that a brand will be born healthy. It seems that no matter what the br...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Getting Back to the Basics of Pharmaceutical Marketing
The Creative Process Getting Back to the Basics of Pharmaceutical Marketing Christine Yanicek Interactive Content Director When a product has a novel mechanism of action or breakthrough technology, it is going to take more than the right image to place a pro...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Giving Birth to a Healthy Brand
The Promotional Mix Closely aligning clinical and marketing strategies early in development is the way to ensure that a brand will be born healthy. Joseph Doyle, R.Ph. Chief Branding and Strategy Officer It seems that no matter what the branding process is — even with the best pro...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Technology for Implementing Targeted Media
The Promotional Mix Technology for Implementing Targeted Media In a highly competitive market, a well-detailed brand needs interstitial messaging through nonpersonal media channels at a minimum frequency of 24 times between every det...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Rational Marketer's Approach to Target Identification
The Promotional Mix The Rational Marketer’s Approach to Target Identification Target selection is becoming increasingly complex for today’s pharmaceutical marketer. Not that long ago, the world was much simpler. Mark S. Perlotto Executive VP, Chief Marketing ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Role of Independent Agencies
The Role of Independent Agencies Never has our industry valued or embraced the independent agency as it does now. Part of the reason for this is the backlash created from the aggressive mergers and acquisitions during the past 10 years. Pharmaceutical clients have begun to seriously ask large ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Creating and Sustaining a Meaningful Agency Culture: Where Style Meets Substance
Creating and Sustaining a Meaningful Agency Culture: Where Style Meets Substance A strong agency culture gives everyone the confidence to remain open-minded and to look at business issues from all perspectives. It’s what draws smart people to an agency ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Freedom of Choice: Partnering with Complementary Competencies
Freedom of Choice: Partnering with Complementary Competencies Patricia Malone Principal, Creative Services Susan Hempstead Principal, Account Services Paul Harris Principal, Creative Services Clients can benefit from unique and effective strategies from complementary partners; ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Sizing Up Agency Culture
Organizational culture is part and parcel of an agency’s brand essence. Mark Kruger VP The medical advertising industry in the United States is comprised of agencies of all sizes, including mid-sized independent agencies and large publicly owned agency networks. Predicting an ownership...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Breaking the Agency Model Mold
John Racik President and CEO Given the trends in the pharmaceutical advertising market today, the agency structure must change to provide the most effective service for clients and a profitable existence for agencies. I n the world of pharmaceutical advertis...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Solid Strategic Support for Evolving Brand Management
Solid Strategic Support for Evolving Brand Management Debbie Fletcher Senior VP and Senior Account Planner Paul D. Giroux Executive VP and Director of Brand Planning and Market Analysis Account planning, a relatively new function within the traditional agency structure, is rapidly be...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Digital Health Diva: Marketing Healthcare to Women
The Digital Health Diva: Marketing Healthcare to Women Anthony Manson Executive VP, Managing Director, Avenue-e Health Strategies Tracey Weaver Strategic Planner Today’s woman has a tool at her disposal that her mother’s generation did not have — th...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Global Dreams Can Come True
Global Dreams Can Come True Fred Robbins General Manager Networks, independents, or alliances — the focus should not be on what an agency is defined as, but rather the abilities of the people involved to work well together to create something that is meaningfu...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Building the Foundation for Effective Client Relations
Building the Foundation for Effective Client Relations Bonnie Stofer Senior VP/ Managing Director A triad of skill sets — marketing skills, business management skills, and communications skills — should be the criteria for agency hiring and t...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Table of contents Letter from the Editor The Forum The State of Advertising: Advertising and marketing executives from pharmaceutical, biotechnology, and device companies, ranging in size from small specialty to midtier to large and global, have identified relationships, geographic scope, reputat...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Letter from the Editor Taren Grom Healthcare advertising is a sophisticated discipline, more so now than ever before, and it is subject to greater scrutiny and criticism. Have a life. Take back your vacation. This is the tagline for Universal Orlando’s multimillion dollar television...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Vioxx and the End of an Era: 7 Reasons We Can't Stuff the Genie Back in the Bottle
Vioxx and the End of an Era 7 Reasons We Can’t Stuff the Genie Back in the Bottle Donald Phillips CEO Single events don’t equate with trends. Some events serve as powerful indicators of broader forces. The withdrawal of Vioxx, and its ramifications, speaks volumes. In 2005, a new era in t...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Innovation and Renovation Needed to Move Brands Forward
Innovation and Renovation Needed to Move Brands Forward To achieve higher levels of brand success, we should all challenge ourselves to re-examine the structure of the marketing teams at both the manufacturer and the agency, and look for ways to incorporate better insights and...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
Infotrieve Introduces New Search and Discovery Tool The LSRC employs a radically different approach to discovery, evolving the traditional use of content from a “find-and-review” approach to a unique “search-discover-and-create” approach capable of delivering dramatic improvements in research pro...
By PharmaVoice Team • Jan. 2, 2008
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