Commercialization: Page
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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Letter from the Editor
PharmaVOICE June 2005 Letter from the Editor In 1990, some very smart women realized that to effect change in the industry, HBA was going to have to take an active role in recognizing women in leadership positions and increasing their visibility in the industry. “Since then, we have been recogniz...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Complex Challenges: Strong Leaders
Today’s life-sciences industry is a complex, ever-evolving amalgamation of serious challenges to be met and surpassed. To forge ahead and succeed, the industry needs strong leaders who possess character, a commitment to public health, business acumen, and the willingness to mentor the next genera...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Introduction
The Pulse of the Industry By Taren Grom This first annual PharmaVOICE Year in PreVIEW is designed to provide an overview of the challenges and trends expected to impact the life-sciences industry in the coming year and beyond. For this special forum, a distinguished list of more than 100 industry...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
2005 Year In Preview Taren Grom In keeping with PharmaVOICE’s mission of providing insightful and provocative commentary on the business practices, strategies, and services that affect the life cycle of products from molecule through market, it is our pleasure to publish the first annual Year in ...
By Taren Grom • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Medicare
Medicare Campbell. Executives will continue to prepare for the new regulations approved under the Medicare Prescription Drug, Improvement and Modernization Act (MMA). These regulations will take effect as scheduled on Jan. 1, 2006. Before the full benefit’s official start, however, the industry f...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Contents Kristine Nash-Wong, Marketing Manager at HealthMedia, speaks about reputation enhancement. Dr. Thomas Wicks, VP of Regulatory Affairs at Odyssey Pharmaceuticals, talks about continuing treatment innovation while limiting costs. Scott Szwast, Sector Marketing Manager at UPS Supply Chain S...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Cover
PharmaVOICE The Forum for the Industry Executive Year In Preview: 2005 More than 100 experts talk about the industry’s future www.pharmavoice.com December 2004 Special Issue Volume 4 Number 12 Download PDF
By PharmaVoice Team • Jan. 2, 2008
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