Commercialization: Page 113
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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 -
PharmaVoice Team/PharmaVoice
PharmaTrax
Nano-Enabled Drug Discovery Market to Reach $1.3 Billion by 2009 Nano-enabled drug-discovery solutions will generate revenue of $1.3 billion in 2009 and increase to $2.5 billion in 2012, according to a new report from NanoMarkets LC. The report, The Impact of Nanotechnology in Drug Discovery: Glo...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Evidence-Based Training: Turning Learning Research Into Results
Kevin Kruse President It’s time for our industry to take inspiration from the EBM movement. I modestly suggest that the pharmaceutical sales-training industry start to practice “evidence-based training.” In 1996, in an editorial published by the BMJ (British Medical Jou...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Accelerating Market Adoption Through Launch Training
Greg Long Chief Learning Architect Time to market is sometimes a misleading concept. Instead, think in terms of the time required to effectively penetrate a target market. A company’s salesforce is often the single-most important factor that determines the time between product launch and desi...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Separate But Equal: Why It's Important to Consider Content Separately from Presentation
Peter Sandford Executive VP Thinking of content and presentation as separate entities is critical to creating effective e-learning programs that offer positive educational experiences akin to those encountered with favorite teachers — excitement, involve...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
C + C + C + C = A+: A Blended Learning Formula for an A+ Salesforce
C + C + C + C = A+: A Blended Learning Formula for an A+ Salesforce Ruth A. Vukelich President and CEO Companies get only one shot at a successful product launch. The outcome of the launch often has long-term implications for the profitability and longevity of the brand and the organizatio...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Web Conferencing: The New Sales Training
The pharmaceutical industry is increasingly using a completely new approach to train sales reps; one that’s far more convenient and cost-effective than live seminars. The new technique? Web conferences, an emerging, highly effective Internet technology that reduces training delivery costs, create...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Learning Gets Personal
David Werboff Group Director, Project Management Informa Training Partners Ron Burns President protonMEDIA There will always be a time and a place for text-based training programs as well as face-to-face, in-person workshops, but today’s e-learning programs are filling in...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Applying Instructional Design: Creating Training So Adults Get It, Retain It, and Use It
Applying Instructional Design: Creating Training So Adults Get It, Retain It, and Use It Debra L. Newton President Constance Billé, M.Ed. Instructional Strategist Lifelong learning has become both an absolute necessity and a fact of life. From manufacturing to service providers, work...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Seven Elements of an Effective Compliance Program: Don't Miss the Train
The federal and state governments have the pharmaceutical industry in their enforcement crosshairs. Multihundred million dollar settlements are no longer uncommon. As a result of these high-media-profile activities, large and small pharmaceutical companies are paying closer attention to the activ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Letter from the Editor The Forum Sales Training: Strategic Initiatives to Improve Sales Effectiveness: Top-Level Commitment, Cooperation, Performance Measurement, and Front-Line Management Company Listing by Topic of Interest Compliance Training HCPro Inc. — Seven Elements of an Effective Complia...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Sales Leadership Training for the Shifting Role of District Managers
George Schmidt Practice Executive Sales Practice Today’s district managers (DMs) operate in a very difficult environment. Sales reps face stiff competition in the field, physician access continues to decrease, the selling environment is more complex, and reps require more coaching and guida...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Simplify, Focus, and Align the Sales Process: New Performance Drivers for Success
Complexity and information overload are making it harder than ever for salespeople to execute brand strategy. The way sales reps communicate with physicians is woefully out of sync with the way physicians learn and incorporate new therapies...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Taren Grom Companies are striving to improve competence in the key sales drivers — targeting, frequency, message, and coaching. May the force be with you… Anyone who has been to the doctor’s office in the past few years no doubt has noted that the waiting room, which was once occupied by...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
May 16-17 Global Clinical Trials Hyatt Regency Jersey City, Jersey City, N.J. For more information, contact Caria Badenhorst, Marcus Evans, at 246-417-5321, e-mail [email protected], or visit marcusevans.com. May 16-17 5th Annual Sample Accountability Hyatt Regency Princeton, Princeton, N....
By PharmaVoice Team • Jan. 2, 2008
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