Commercialization: Page 81
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PharmaVoice Team/PharmaVoice
Letter from the Editor
Where do we go from here? There’s no getting away from it. It dominates the news. Everybody is talking about it. It, of course, is the economy. “Now, more than ever, in these economic times …" seems to be the theme of every news story (hard and soft), financial pundit, TV program, commercial, etc...
By Taren Grom • March 25, 2009 -
PharmaVoice Team/PharmaVoice
Improving Health Literacy
The statistics are staggering: As many as 90 millions Americans are functionally healthcare illiterate and low health literacy skills cost the U.S.health system about $73 billion.The industry is beginning to school itself in ways to address this national healthcare issue. BY TAREN GROM The health...
By PharmaVoice Team • March 17, 2009 -
PharmaVoice Team/PharmaVoice
Elaine Riddell: Measuring Up
LEADING A MULTIMILLION DOLLAR COMPANY AND ENSURING ITS SUCCESS TAKES SEVERAL KEY CHARACTER TRAITS. Clearly there is a need for vision, courage, and the intelligence to identify personal strengths and weaknesses. Add to this mix a passion for the job to inspire managers and staff. “I don’t know wh...
By PharmaVoice Team • March 17, 2009 -
PharmaVoice Team/PharmaVoice
Improving Physician/Patient Communications
A physician desperately tries to stay in touch with the experiences in her life that inspired her to become a healer. This has become more difficult as her work load increases, as she becomes burdened by phone calls and paperwork, and as patient “requests” make her feel more like a bureaucrat tha...
By PharmaVoice Team • March 17, 2009 -
PharmaVoice Team/PharmaVoice
Managing Managed Care
PHARMACEUTICAL COMPANIES FACE A MAJOR CHALLENGE: recruiting and training sales reps for their managed care business. Today, there’s much more to courting man agedcare companies, let alone gaining a contract and keeping it. “I have been in this business since 1987, when our focus was staff model H...
By Deborah Ruriani • March 17, 2009 -
PharmaVoice Team/PharmaVoice
Table of Contents
4 March 2009 VIEW on Advertising TABLE OF CONTENTS Table of Contents 3 6 16 17 18 20 22 24 26 28 30 32 Letter from the Editor The Forum Navigating New Channels: Traditional print and broadcast ad media face increasingly difficult financial restrictions and tough regulatory scrutiny, pushing the p...
By PharmaVoice Team • March 13, 2009 -
PharmaVoice Team/PharmaVoice
Mentoring — A Necessity
30 March 2009 VIEW on Advertising TALENT DEVELOPMENT Agencies are facing difficult times as client budgets decline, reflecting the uncertainty of the economy. How can agencies cut costs, increase efficiencies, retain talent, and thereby remain competitive? Better Mentoring Can Help Many of us hav...
By PharmaVoice Team • March 13, 2009 -
PharmaVoice Team/PharmaVoice
A New Odyssey to Rediscover Mentoring
VIEW on Advertising TALENT DEVELOPMENT For those who recall their classical literature, the term “mentor” is a bit dated. It traces back 2,800 years or so to The Odyssey in which Ulysses asks his trusted servant, Mentor, to provide his son with instruction that covers “every facet of life — physi...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Creating Effective Messaging Through Social Media
26 March 2009 VIEW on Advertising SOCIAL MEDIA Early in my career, my manager at a pharmaceutical consulting firm offered some sage advice on the way to one of my first client meetings. He told me: “You can ask the client what she wants, but it is your job to tell her what she needs.” During the ...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Wanted: a New Kind of Agency Person
24 March 2009 VIEW on Advertising AGENCY OUTLOOK M any agencies operate just fine and produce terrific work by following the classic agency model: strategy is the turf of account planners and account directors, and execution is the domain of the creatives.And, to be honest, most account and creat...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
It's Time to Take Our Heads Out of the Sand
22 March 2009 VIEW on Advertising AGENCY OUTLOOK s pharmaceutical marketers and advertisers, we are obligated to ensure that consumers receive reliable and trustworthy information about our brands and products.And while we are very effective at this across traditional media channels, in the onlin...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Traffic Ahead: Hit The Brakes or Hit The Accelerator
20 March 2009 VIEW on Advertising AGENCY OUTLOOK The distance between the brake and accelerator on my pickup is only 3.45 inches. But the results of hitting one or the other are dramatically different. And in the new realities of the healthcare marketplace, marketing brand teams are now staring d...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
You Can Only Do So Much Via Text Messaging…
18 March 2009 VIEW on Advertising AGENCY OUTLOOK We now live in a age of instant communication gratifica tion. Texting and Twittering and FaceBook status has all but guaranteed that one is never out of touch. Never. How many of us scurry for our iPhones and BlackBerrys before the plane has even t...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Channel Planning Is Integral To Strategy in the Changing DTC Environment
Even with growing budgetary pressures and increased public scrutiny, mass media is still a critical element of a successful marketing mix. Mass media helps to build awareness, educate and inform and, importantly, initiate information searches and drive attention to other brand assets. While strat...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
The New Melting Pot
16 March 2009 VIEW on Advertising AGENCY OUTLOOK J ust as America is the great melting pot, so now is the great Amer ican advertising agency. No longer the stereotypical stomping grounds portrayed in AMC’s show Mad Men, today the ad agen cy is a hotbed of talent, whose members span every generati...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Supplier Showcase
32 March 2009 VIEW on Advertising Showcase AbelsonTaylor, Inc. 33 W. Monroe Ste. 600 Chicago, IL 60603 Phone: 3128945500 www.abelsontaylor.com Extra Strength Branding The largest independently owned medical agency in the world? AbelsonTaylor. An agency that specialized in pharma, biotech, and onc...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
hannel marketing is not a new concept. What is new is the network broadcasting the message. Based on her interviews with several pharmaceutical marketing executives, Carolyn Gretton, editor of this month’s Forum, reports that pharmaceutical companies and their healthcare advertising agencies are ...
By PharmaVoice Team • March 12, 2009 -
PharmaVoice Team/PharmaVoice
Talent Pool
78 J a n u a r y / F e b r u a r y 20 0 2 PharmaVOICE to Dr. Lars Ekman, president of bio pharmaceutical R&D. Dr. Pilgrim received her M.D. and Ph.D. from Oxford University. Robert P. LUCIANO LongServing Executive Retires from ScheringPlough Board Chairman emeri tus and a director of Schering...
By PharmaVoice Team • March 11, 2009 -
PharmaVoice Team/PharmaVoice
PharmaTrax
Consumer shifts demand changes in healthcare marketing In its latest report on market insights, Cheskin, a strategic market research and consulting company, defines three consumer trends that are driving the evolution of the healthcare and lifesci ences industry: consumer enlightenment and empowe...
By PharmaVoice Team • March 10, 2009 -
PharmaVoice Team/PharmaVoice
For Art's Sake
Creative Review This ad is a stopper — but not in the conventional sense.The unflinching in your face attitude of the copy grabs the reader’s attention and captivates him to read the entire page. This effect is successful because the information is new, interesting, and succinct. Rarely, does an ...
By PharmaVoice Team • March 10, 2009 -
PharmaVoice Team/PharmaVoice
What's on your mind: Opinions
Who’s Role Is It? There is an issue that started several years ago in the pharmaceutical industry and is still continuing today — a lack of clear cut roles and responsibilities. In an effort to get the best decisions made in the pharmaceutical industry, input from all areas is critical. For examp...
By PharmaVoice Team • March 10, 2009 -
PharmaVoice Team/PharmaVoice
Raise Your Voice: Letters
Your article provided lots of great insight from pharmaceutical industry leaders about their individual quests to achieve a return on their investments in IT solutions. It is quite clear that the industry will continue to embrace IT solutions that address key priorities like accel erating and enh...
By PharmaVoice Team • March 10, 2009 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh CONTRIBUTING EDITORS Diane Hoffman Virginia Kirk Denise Myshko Kim Ribbink Deborah Ruriani Lynda Sears Copyright 2002 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Two, Number One PharmaVoice is published eight...
By PharmaVoice Team • March 10, 2009 -
PharmaVoice Team/PharmaVoice
Defining GLOBAL
BY DENISE MYSHKO AND ROBIN ROBINSON KARLA ANDERSON Managing Director, Life Sciences BearingPoint Global is a perspective of looking at the business in its totality, not just at a given market or a given country or a given set of rules and regulations, but at the business as a whole. It’s always c...
By Denise Myshko and Robin Robinson • March 1, 2009 -
PharmaVoice Team/PharmaVoice
Advertising or Patient Safety?
Contributed by Frederick J. Balboni Jr., Executive Director, Consortium for the Advancement of Patient Safety (CAPS) What if all label instructions and warnings suddenly disappeared? Issue Overview In May 2010, the pharmaceutical manufacturing industry may be faced with a daunting change. The Uni...
By Frederick J. Balboni Jr • Feb. 27, 2009
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