Commercialization: Page 80
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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 -
PharmaVoice Team/PharmaVoice
Table of Contents
TABLE OF CONTENTS 3 6 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 Letter from the Publisher Forum on Continuing Medical Education The Ins & Outs of CME: Industry leaders discuss the impact of new and emerging regulations on continuing medical education programs. Company Listing byTopic...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
Directory of Companies
DIRECTORY OF COMPANIES MEDICAL MARKETING SERVICE Pinpointing perfect prospects for CME promotions since 1929 . ListsAMA Physicians with CME Survey Data and NDC Rx profile selects . MedEMail SM Physician Broadcast Email Service to nearly 130,000 physicians, targeted by all AMA/NDC selects For more...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
CME Marketing Amid Hypercompetition
Competition for physician attendance and participation in CME events has been accelerating at hyperspeed. As a result, promotional media targeting physicians is coming under legislative and regulatory scrutiny. To survive and thrive in this challenging environment, CME mar keters can take a numbe...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
Technology and Medical Communications: Friends or Foes?
Traditionally medical communications have been delivered in the form of jour nal publications, abstracts, posters, and presentations; these are all linear presentation vehicles with a clearly defined beginning, middle, and end. These vehicles always will have an important place in the delivery of...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
The Nuts & Bolts of Great Speakers-Bureau Programs
Maximum impact from speakers bureau programs can be achieved if one knows how to deliver excellent content that supports and enhances the marketing message and can flawlessly execute these programs. The best content in the world won’t have impact if attendees can’t find the meeting room because o...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
Into the Storm: Navigating the Turbulent Waters of CME
Commercial support, nontraditional regulators, maintenance of compe tence, repositioning continuing medi cal education (CME) — one can’t open a trade publication these days without being bombarded with doom and gloom about medical education. Many aspects of CME are being debated, and — whether or...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
CME Guidelines: Where Are They Taking Us?
These are confusing times in the pharma ceutical field for all stakeholders when it comes to determining whether CME activities are “within guideline.” Some of the guidelines leave room for interpreta tion, challenging the industry at large to understand, interpret, and comply. Additionally, new ...
By PharmaVoice Team • April 14, 2009 -
PharmaVoice Team/PharmaVoice
Adapting to New Guidelines: Pharma Manufacturers and Medical Ed Companies
refining the various educational messages that will need to be delivered throughout the com mercialization process. Building a medicaledu cation strategy in parallel with the clinical development strategy can provide a significant competitive advantage. Not only does it enable the pharma company ...
By PharmaVoice Team • April 14, 2009
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