Commercialization: Page 79
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PharmaVoice Team/PharmaVoice
VIEW on Sales: Gaining Power Through Evidence-based Selling
Sales reps need an edge to get face time with the physicians these days. The way to their schedule calendar is through evidence-based medicine, our experts say. Studies show that not only does adding evidence-based medicine information to the sales call increase the value of the sales rep’s role,...
By Robin Robinson • April 23, 2009 -
PharmaVoice Team/PharmaVoice
Improving the Odds of M&A Success
IMPROVING THE ODDS OF M&A SUCCESS in the Life- Sciences Industry Pat Golomb is VP of Business Development, M Squared Consulting, Life Sciences, a specialty practice area of M Squared Consulting Inc. that offers customized consulting solutions, as well as in-sourced flexible resources-on-deman...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
HBA's 2009 Rising Stars
HBA’s 2009 Rising Stars Meet the 95 Healthcare Businesswomen’s Association’s Rising Stars… These stellar women, who are at various stages of their careers, represent all facets and disciplines of the life-sciences industry. They are being recognized by their companies for: Significantly contribut...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharmaceutical POOL Andy AJELLO Novo Nordisk Appoints Diabetes Sales VP Novo Nordisk, a global healthcare company focusing on diabetes care, has promoted Andy Ajello to VP for national diabetes sales, managed care, and government accounts. Previously, Mr. Ajello was associate VP of diabetes sales...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
On the Calendar
May 1821 BIO 2009 Annual International Convention GeorgiaWorld Congress Center,Atlanta Biotechnology Industry Organization, bio.org May 1920 Multicultural Marketing Strategies for Life Sciences Doubletree Hotel,Princeton,N.J. ExL Pharma,exlpharma.com May 1920 The 4th Pharmaceutical Relationship M...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
E-Media
New Electronic and Web-based Applications, Sites, and Technologies Featured Briefs: Model N Application Provides Strategic Insights to Life-Sciences Firms New Momentum Offers AntiCounterfeiting Software Novartis Launches Meningitis Website Website Highlights Pink Tank’s Expertise in Women’s Healt...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
What's New
New healthcare-related products, services, and companies Rosica Forms Healthcare Division New Healthcare-related Products, Services, and Companies Featured Briefs: Rosica Forms Healthcare Division Otsuka Unveils North American Restructuring Bio-Imaging and PDS Reorganize Under NEW Bioclinica bran...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Contributed by Joe Gattuso Twelve minutes every three months When we consider marketing a new and/or existing medication, there are two numbers that are worth keeping in mind: 12 and 3 — 12 minutes and three months. In our analysis of thousands of physician-patient exam-room interactions over the...
By Joe Gattuso • April 23, 2009 -
PharmaVoice Team/PharmaVoice
UpFront
Milestones 10th anniversary marked with rebranding GxP Consulting (formerly GxPi Ltd.), a provider of compliance services to the pharma and biopharma industries, has launched its newly designed and improved Website and a new name as it celebrates 10 years in business. The new Website, accessible ...
By PharmaVoice Team • April 23, 2009 -
PharmaVoice Team/PharmaVoice
Don't Let Global Branding Be Global Blanding
GLOBAL BRANDING consensus development process, including multimarket analysis, strategic assessment, positioning, branding, tactics, and a sharing of best practices. All communication starts with a core positioning statement.This statement may lead to a core selling message, but, in and of itsel...
By PharmaVoice Team • April 22, 2009 -
PharmaVoice Team/PharmaVoice
Building a Global Brand: Creating a Foundation Built on Global Commonality
The globalization of America’s consumer culture makes it easy for world travelers to get a familiar taste of home. Feeling homesick in Bangkok? Just stop and smell the latte at any of the city’s 34 Starbucks.You won’t need your English/Danish dictio nary to order your favorite sandwich at a McDon...
By PharmaVoice Team • April 22, 2009 -
PharmaVoice Team/PharmaVoice
Strategies Behind Creative Executions
“Award winning” may not be the best way to judge the potential of creative developed by your advertising agency. While personal opinions are important, the “I like it” approach shouldn’t be your ultimate criteria for judgment either. In fact, there are some industry insiders who will tell you tha...
By PharmaVoice Team • April 22, 2009 -
PharmaVoice Team/PharmaVoice
10 Immutable Laws of Great Advertising
Rule No. 1. Forget the rules. Yeah … forget them. But before you do, you’ve got to read them and under stand them.While rules and formality can foster a rigid environ ment, they also can be highly effective tools to drive thinking and justify innovation. Rule No. 2. Advertising is a contact sport...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
The Role of Independent Agencies
There are a growing number of “inde pendent” agencies around the country. In 2003, 25 of the top 50 medical advertising agencies in the United States were independent and, year by year, that number is rising. In fact, more and more, independent agencies are adding larger clients to their roster —...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
Is Your Global Agency Network Structured To Support Your Global Brand?
edges that each global market has unique needs that must be addressed. The foundation of this model is one worldwide agency with account and creative representatives from each major market.A global account and creative director, who may be based in the United States or abroad, leads the team and ...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
Defending the Last Bastion of Freethinking and Pure Ideas
THE AGENCY STRUCTURE I used to lie awake at night wondering how independent agencies could compete against big agency networks and the trend toward sole provider status. Watching people accept the transformation of a magical, idea driven advertising business into something that more closely resem...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
Managing Client Relations
AGENCY SERVICES Wishbone/ITP Inc. enough for account managers to say they left a message with the client to call them back.They must make it their responsibility to connect with the client and close the loop.This is an important trait that all of the best account people have in common. It is more...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
What a 4-Year-old Instinctively Knows About Pharma Marketing
Say your 4yearold son, daughter, niece, or nephew walked into your office one day and asked, “What are you doing?” “Working on my marketing plan,” you’d answer, hoping that would satisfy the child’s curiosity. Fat chance, as anyone who’s been around small children knows. “What’s that?,” the child...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
The Changing Role of the Physician
The Empowered Patient A diagnosis triggers a hunt for information from television, Websites, family, and friends. Once a prescription is written, relationshipmarketing programs build loyalty while direct mail can erode loyalty. The impact of all this on the physician is signif icant.The physician...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
BRANDING Taking it Further
The Empowered Patient A diagnosis triggers a hunt for information from television, Websites, family, and friends. Once a prescription is written, relationshipmarketing programs build loyalty while direct mail can erode loyalty. The impact of all this on the physician is signif icant.The physician...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
The Brand Steward: Focused on Success Through Strategic Continuity
Sentrix Global Health Communications Bob Adler Senior VP, Director Strategic Planning AGENCY SERVICES S upporting and continuously encouraging broad strategic thinking in all appropriate directions is vital for any brand’s success.This goal, though often discussed, is inconsistently pursued as th...
By PharmaVoice Team • April 21, 2009 -
PharmaVoice Team/PharmaVoice
Carpe Diem in Multicultural CME
In a recent study conducted by Enable Healthcare, practitioners had an opportunity to shed light on a variety of multicultural topics, such as the impact of “folk medicine” and language barriers on patient care. The eightmonth study offers keen insight into how physicians perceive multicultural i...
By PharmaVoice Team • April 16, 2009 -
PharmaVoice Team/PharmaVoice
Delivering a Higher Standard of Care Becomes a High-Speed Operation
Communication is fundamental to meeting and exceeding client objectives. But in this new, leanrunning, costeffective economic climate, the challenge becomes how to keep on top of the ideas and workflow, maintain momentum, and make the client team and the agency team one. One solution is to use an...
By PharmaVoice Team • April 16, 2009 -
PharmaVoice Team/PharmaVoice
The Art of the Pitch
Winning a new account takes a special blend of creativity, insight, chemistry, and luck. There’s a lot invested on the part of the agen cy and the client and there’s a lot at stake. For the client, choosing the right agency can mean a successful launch, expanding an existing market, or extending ...
By PharmaVoice Team • April 16, 2009 -
PharmaVoice Team/PharmaVoice
Letter from the Creative Director
PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh MANAGING EDITOR Denise Myshko DIRECTOR OF SALES Darlene Kwiatkowski Copyright 2004 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Two, Number One VIEW is published as a supporting publication to PharmaVOICE, whi...
By PharmaVoice Team • April 15, 2009
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