Commercialization: Page 82
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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 -
PharmaVoice Team/PharmaVoice
Global Thought leaders
Karla Anderson, Managing Director, Life Sciences, BearingPoint Inc. — A provider of management and technology consulting services. For more information, visit bearingpoint.com. Leone Atkinson, M.D., Senior Director of Clinical Development, PTC Therapeutics Inc. — A biopharmaceutical company focus...
By PharmaVoice Team • Feb. 27, 2009 -
PharmaVoice Team/PharmaVoice
Mobile Marketing
by Robin Robinson Experts anticipate that mobile marketing is going to contribute significantly to the pharmaceutical marketing mix in the future. From text messages to videos, smart phones can be used to help educate and mentor a patient to be more compliant and adherent and create better relati...
By Robin Robinson • Feb. 27, 2009 -
PharmaVoice Team/PharmaVoice
GLOBAL Marketing Trends Communication Around Risk Management
Proactive communications around risk management is a new critical success factor for life-cycle management. Ilyssa Levins • The Center for Communication Compliance Everyone needs to be accountable for regulatory compliance, including communication agencies, which can no longer abdicate responsibi...
By PharmaVoice Team • Feb. 27, 2009 -
PharmaVoice Team/PharmaVoice
Myth or Fact? GLOBAL Branding
by Robin Robinson Brand development has gone global, while execution, for the most part, remains local. While marketers have developed effective strategies and executions to create successful multinational campaigns, what constitutes a global brand remains up for debate. “Creating global position...
By Robin Robinson • Feb. 27, 2009 -
PharmaVoice Team/PharmaVoice
GLOBAL Development
BY DENISE MYSHKO Drug developers are looking to emerging markets and increasing their outsourcing efforts as ways to access expertise and reach. Pharmaceutical companies will continue to globalize their preclinical and clinical development activities to increase speed-to-market and expand their p...
By PharmaVoice Team • Feb. 26, 2009 -
PharmaVoice Team/PharmaVoice
GLOBAL Talent
As companies globalize and seek to maximize the opportunities and challenges that result, they need to ensure that they have an understanding of the talent potential that exists globally. All too often companies think in local operating terms or seek to attract talent within the country where the...
By PharmaVoice Team • Feb. 26, 2009 -
PharmaVoice Team/PharmaVoice
Buying Big GLOBAL
How M&A Impacts the Pharma Market As patent expirations and dwindling pipelines, along with an embattled economy, put a dent on pharma profits, acquisitions again become a necessity for large pharma companies seeking to maintain a healthy bottom line. With Pfizer’s purchase of Wyeth, among ot...
By PharmaVoice Team • Feb. 26, 2009 -
PharmaVoice Team/PharmaVoice
Going... Going... GLOBAL
by Robin Robinson Companies are exploring new business opportunities and models to better manage operations located around the world. Fred Hassan • Schering-Plough We’ve been working very hard to develop our global culture, and by that I mean the way people can expect to work with each other — or...
By Robin Robinson • Feb. 26, 2009
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