Commercialization: Page 115
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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
For Art's Sake
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 brandi...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Shifting the Compliance Paradigm
VIEW on regulatory compliance Michael Kuehne is President of ACSYS Inc., Hillsborough, N.J., which specializes in developing quality and compliance solutions that combine R&D and manufacturing capabilities to deliver sustained improvement in R&D, Quality, Operations, Clinical, and Regulat...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
On the Cover Culture of compliance: Cutting through the confusion To be compliant with the many regulations and guidances that apply to the marketing of prescription products, companies need to create a culture of compliance that fosters and promotes an ethical atmosphere and compliant behavior. ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Culture of Compliance: Cutting Through the Confusion
Culture of Compliance: Cutting Through the Confusion A few years after the Pharmaceutical Research and Manufacturers of America (PhRMA) code and the Office of the Inspector General (OIG) guidance, and the more recent implications of the Accreditation Council for Continuing Medical Education (ACCM...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Marketing/Promotion
Marketing/Promotion Stern. The great thing about marketing today is that we have more methods to choose from to get our messages out to our customers: patients and healthcare providers. As marketers, though, the challenge is to use the methods in ways that the strengths can be advantageous. It se...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
February 15-17 WCBF Six Sigma in Chemicals & Pharmaceuticals Hyatt Regency Dallas, Dallas For more information, contact Louise Gosling, WCBF Six Sigma Solutions, at 44-14-83 76-0883, e-mail [email protected], or visit wcbf.com. February 15-18 18th Annual DIA Electronic Document Manageme...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Diabetes: Novel Pipeline Compounds Offer New Hope
Tremendous progress has been made in the treatment of diabetes over the last decade. Still, many people with diabetes have poor glycemic control, and there is a need for more convenient therapies. As the prevalence of diabetes, especially type 2 diabetes, continues to increase, products in develo...
By Lisa Dress • 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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