Commercialization: Page 72
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PharmaVoice Team/PharmaVoice
Unbranded Efforts Are Making a Promotional Comeback
In the world before DTC, pharmaceutical companies invested in unbranded promotion to educate physicians about disease states and to create market growth. Then DTC came along and replaced most unbranded promotional efforts. But the unbranded message is making a comeback today; our experts say this...
By Robin Robinson • April 28, 2010 -
PharmaVoice Team/PharmaVoice
Molecular Diagnostics Creating More Focused Treatments
Experts have been saying for years that molecular diagnostics will transform not only the way prescription drugs are developed and dispensed, but also the entire healthcare delivery system. Their predictions are coming true: the molecular diagnostic market is exploding, with reported value estima...
By Denise Myshko • April 28, 2010 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharmaceutical POOL Kristin PECK Pfizer Names Head of Business Development Global healthcare company Pfizer has named Kristin Peck to succeed the retiring William Ringo as senior VP of worldwide business development, strategy, and innovation. Ms. Peck joined Pfizer’s strategic planning organizat...
By PharmaVoice Team • April 28, 2010 -
PharmaVoice Team/PharmaVoice
PharmaTrax
Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Most Doctors Prefer CME Promotion by E-mail Pharma Advised to Focus Social Media Efforts on Education Pharma Ramps Up Regulatory Affairs Delivering Articulate Message Key to Managed Markets Access Sidebar: Q. Which of...
By PharmaVoice Team • April 28, 2010 -
PharmaVoice Team/PharmaVoice
What's New
New Healthcare-related Products, Services, and Companies Featured Briefs: TGaS Model Helps Solve Managed Markets Staffing Dilemma Razorfish Launches Independent, Dedicated Health Division FDA, NIH Collaborate to Speed Release of Medical Innovations Sidebar: On The Shelves PSKW Adds Loyalty Relat...
By PharmaVoice Team • April 28, 2010 -
PharmaVoice Team/PharmaVoice
Table of Contents
10 Molecule to Market The drug development process from lead generation to patent expiration is complex, fraught with risk, and extremely time and cost intensive. 16 Drug Discovery Pharmaceutical companies are using state-of-the-art technologies to understand the basis of disease as a way to brin...
By PharmaVoice Team • April 5, 2010 -
PharmaVoice Team/PharmaVoice
Contents
4 Ap r i l 201 0 Pharm aVOICE 34 James Sapirstein: Steering a Winning Course Managing a biotech company through the myriad obstacles companies face is difficult at the best of times; today it is much more taxing. James Sapirstein is proving that he has what it takes to put Tobira Therapeutics on ...
By PharmaVoice Team • March 23, 2010 -
PharmaVoice Team/PharmaVoice
Brand Management: Using Market Research To Master Multichannel Challenges
It’s a noisy, cluttered, and competitive market out there, with consumers receiving more messages from more channels — so how can a brand stand out? Everyone knows the right-right–right rule (right message at the right time to the right target), but in today’s environment, every moment represents...
By PharmaVoice Team • March 23, 2010 -
PharmaVoice Team/PharmaVoice
PharmaTrax
More Consumers Going Online for Pharma Info The number of people using the Internet to obtain information on prescription drugs has tripled over the past five years, and more than 100 million consumers, or 44% of U.S. adults, are now what Manhattan Research terms “ePharma Consumers." According t...
By PharmaVoice Team • March 22, 2010 -
PharmaVoice Team/PharmaVoice
UpFront
Honors and Awards Kendle, Quintiles Named to Training Top 125 Kendle and Quintiles have been named to Training magazine’s Training Top 125, an annual list of the 125 companies that are unsurpassed in harnessing human capital. The Training Top 125 rankings are based on a wide array of benchmarkin...
By PharmaVoice Team • March 22, 2010 -
PharmaVoice Team/PharmaVoice
Advertising In the Digital Age
The difficult economic environment of the past 18 months has forced many pharma companies to reexamine their shrinking advertising budgets and make best use of the resources that remain. Sandra Peterson, president of the Bayer Medical Care unit of Bayer HealthCare, notes that Bayer HealthCare rec...
By PharmaVoice Team • March 12, 2010 -
PharmaVoice Team/PharmaVoice
Adapting to Today's Pharmaceutical Marketing Dynamic
Considering all of the changes in this business, it doesn’t take very long to become an old-timer and dream of the way things “used to be." One trick is to take a historical view, recognize things we’ve seen before and apply the experience to fit the new marketing dynamics. In other words, adapt ...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
What An Agency's Culture Tells You About Its DNA
The official countdown has begun for your brand’s global launch. The stakes are high, the product category is unique, and the market potential is significant. It won’t do to bring on just any agency to handle your brand. You need the right partner. The right agency partner can deliver not just gl...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
Leveraging De-identified Patient Data to Drive Multicultural Marketing
For years, multicultural marketing has been discussed in pharmaceutical circles. However, most companies have yet to fully realize the potential of an integrated, patient-level multicultural approach. We have all seen or heard of national brand ads that have alternate images or are delivered in d...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
The Art of Brand Stewardship
David Ogilvy, the famous consumer ad agency founder who has long been recognized as a pioneer in branding, defined a brand as a “complex symbol…it is the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation, and the way it’s advertised." A company’s...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
Marketing Techniques Evolve With New Technology
As a marketer, you’re inundated with information about the hot new media channels. Everything from Facebook® to augmented reality promises to be the holy grail of brand marketing. The sheer number of catchphrases makes you want to “tweet" about the good ol’ days. When all we had was print, advert...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
"crEativity in thE nEw world ordEr!"
Okay, it’s your big moment. It’s the creative presentation that everyone’s been waiting for. Your hands are shaking ever so slightly, but you’re confident that you’ve nailed the creative concepts. You stand and face down the audience…and with the style and grace of Vanna White turn over the first...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
Supplier Showcase
Supplier Showcase Featured Product and Service Showcases Ferguson, part of CommonHealth Qi, part of CommonHealth Purohit Navigation SDI Topin & Associates Wishbone LLC Download PDF
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Integrated advertising programs are here to stay. Savvy pharmaceutical brand managers are incorporating any number of new media channels to reach their customer bases. When interviewing thought leaders for this year’s VIEW on Advertising, editor Carolyn Gretton found that to reach today’s audienc...
By PharmaVoice Team • March 11, 2010 -
PharmaVoice Team/PharmaVoice
Molecule to Market: A Drug-Development Timeline
According to the most recent report from the Tufts Center for the Study of Drug Development, it takes about 10 years on average for an experimental drug to travel from the lab to U.S. patients. Only five in 5,000 compounds that enter preclinical testing make it to human testing, and of these five...
By Taren Grom • March 5, 2010 -
PharmaVoice Team/PharmaVoice
Experts
John C. Andrews, Ph.D. Director of Regulatory Affairs, Americas, Chiltern, a global CRO. For more information, visit chiltern.com. Jerome Bailey. VP, Early Phase Business Center, Omnicare Clinical Research, a full-service CRO with diverse therapeutic expertise and comprehensive clinical service o...
By PharmaVoice Team • March 4, 2010 -
PharmaVoice Team/PharmaVoice
PostLaunch: A REMS Focus
According to industry experts, the impact of the updated REMS policy in 2007 has had limited impact on the industry thus far. The FDA was granted expanded authority to require REMS (risk evaluation and mitigation strategies) for new drug applications or for existing drugs where the FDA has determ...
By Robin Robinson • March 4, 2010 -
PharmaVoice Team/PharmaVoice
Launch: Safety Counts
Approval is no longer the final step," says Anne Tomalin, president of i3 CanReg. “Companies need to consider the possibility that their product may have to be removed from the market one to two years down the road because a safety signal develops." In addition to collecting data and managing a d...
By Robin Robinson • March 4, 2010 -
PharmaVoice Team/PharmaVoice
Registration and Launch: The Next Steps of a Long Journey
The registration and launch phase is evolving like the rest of drug development, and the industry must evolve its practices along with it. One big aha moment for the industry is to understand that data, study reports, and other regulatory documents are not the end, but rather integral parts of th...
By Robin Robinson • March 4, 2010 -
PharmaVoice Team/PharmaVoice
Phase III: Market Preparation
How the brand begins to be positioned across the spectrum of medical communications — specifically how the science behind the brand and trial results begin to be discussed at global and local congresses, from interactive and traditional exhibit stands to symposia, from posters to special social e...
By Robin Robinson • March 4, 2010
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