Commercialization: Page 83
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PharmaVoice Team/PharmaVoice
Middle Markets
Blockbuster drugs are sexy, exciting, and they generate widespread attention. They monopolize the advertising budgets of their marketers and developers, who work to ensure that their attributes are seen by millions of consumers via television and in magazines. As a result of the Herculean promoti...
By Deborah Ruriani • Feb. 21, 2009 -
PharmaVoice Team/PharmaVoice
The Practice of Public Relations
When effectively managed, public relations creates unique opportunities for marketers to provide con sumers and healthcare professionals with immediate and thorough drug and healthcare information. The healthcare publicrelations market in the United States grew 30% last year and is now valued at ...
By PharmaVoice Team • Feb. 21, 2009 -
PharmaVoice Team/PharmaVoice
Talent Pool
business operation functions and reports to TPNA President Alan MacKenzie. “We are delighted to have Mark join our executive team,” Mr. MacKenzie says. “He will play an important role in TPNA’s contin ued growth and his extensive background and general management experience in the phar maceutical...
By PharmaVoice Team • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
PharmaTrax
Aging female population presents NEW CHALLENGES in HRT MARKET The growing number of postmenopausal women translates into new challenges for clinicians and is leading to increased focus on the hormone replacement therapy market. Hormone Replacement Therapy, a study from Decision Resources Inc., id...
By PharmaVoice Team • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
For Art's Sake
Creative Review Wow! If a picture could say a zillion words, it would be this one. Don’t get mewrong, I’m a lover and strong advocate for incredibly intriguing copy, but when there is an image like this one — how could one not be affected? This picture couldn’t depict empowerment,strength,and the...
By PharmaVoice Team • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Brand is not a color or a single image or a typeface. It is also not a cartoon character, illustration, or icon. While these are all elements of branding, when considered individually, they merely represent a product or service. A brand is a promise — a promise of benefit to your tar get audience...
By Mike Myers and Guy Mastrion • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
What's on Your Mind: Opinions
Is a fee based appointment plan a reasonable strategy? In the September/October issue, PharmaVOICE asked readers to respond to a recent program being implemented by a Cincinnatibased physician group. Queen City Physicians group created a separate, limited liability corporation to schedule 10 minu...
By PharmaVoice Team • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
Raise Your Voice: Letters
RAISE your voice Great article. It reminds me that it is necessary to always push the envelope of acceptable to achieve the exceptional. What we create should not be “unsurpassed efficacy” but rather an experience. Unfortunately what I see are designers who have the drive but clients who fear str...
By PharmaVoice Team • Feb. 17, 2009 -
PharmaVoice Team/PharmaVoice
Table of Contents
4 S e p t e m be r / O c t o b e r 2 00 1 PharmaVOICE The promise of things to come The Internet’s future potential is in its infinite ability to allow marketers to develop personalized messages 48 Conquering the market, one segment at a time Cytyc’s launch of the ThinPrep System is making an imp...
By PharmaVoice Team • Feb. 16, 2009 -
PharmaVoice Team/PharmaVoice
Global Branding: Is the Industry Ready for the Real Thing?
Some argue that pharmaceutical brands cannot be compared with fastmoving consumer goods because of regulatory issues, patent constraints, pricing practices, and diverse market segments. Others contend that pharmaceuticals are fast moving consumer goods and should be viewed as commodities worthy o...
By PharmaVoice Team • Feb. 16, 2009 -
PharmaVoice Team/PharmaVoice
Training on the Brand Manager Level: a Path Less Traveled
“The marketplace was screaming bloody murder for our product, and our competitor was eating our lunch as it tried to gobble up market share with a similar product. I was forced to work around the clock just to stay afloat. I was managing strategic planning for the brand, creating Dear Doctor lett...
By Deborah Ruriani • Feb. 16, 2009 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharma POOL David Albachten Novo Nordisk promotes senior executive to VP, managed care, trade and government Novo Nordisk Pharmaceuticals Inc. has promoted David Albachten to VP, managed care, trade and government. Mr. Albachten was associate VP. Martin Soeters, Novo Nordisk president says: “The ...
By PharmaVoice Team • Feb. 12, 2009 -
PharmaVoice Team/PharmaVoice
What's New
WHAT’S NEW NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES The OmniLog ID Microbial Identification System, which includes proprietary software and sophisticat ed hardware, is designed to automate and simplify the process of characterizing and identifying a wide range of aerobic bacteria. ...
By PharmaVoice Team • Feb. 12, 2009 -
PharmaVoice Team/PharmaVoice
For Art's Sake
Creative Review The Hytrin Balloon is the “Ad I Wish I’d Done,”says Jeff Lipman.The borrowed interest is a simple and telegraphic approach for BPH.Every detail of the imagery, from the color and shadow to the high lights, was meticulously thought out.The payoff headline, “Free the Flow” works in ...
By PharmaVoice Team • Feb. 12, 2009 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
EP … IT’S THE CREATIVE! That magical stuff that takes a molecule and makes it into a brand. The stuff that sticks to the roof of your customers’ brain. And interest ingly, it’s really one of the only things that pharmaceuti cal companies haven’t been able to create for themselves. Creativity is w...
By John J. Nosta • Feb. 12, 2009 -
PharmaVoice Team/PharmaVoice
Raise Your Voice: Letters
In this country, for the most part, we’ve gotten away from arranged marriages. Why? They don’t work. Not for the couple getting married. Those two people want their voice to be heard. They want to determine their future. We all do. The best client agency relationships, like marriages, are those w...
By PharmaVoice Team • Feb. 12, 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 Copyright 2001 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume One, Number Two PharmaVoice is published six times per yea...
By Taren Grom • Feb. 12, 2009 -
PharmaVoice Team/PharmaVoice
Table of Contents
6 J u l y / A u gu s t 20 01 PharmaVOICE CSOs: Not just hired guns Contract sales organizations have come a long way to stay a step ahead of their clients’ needs 34 Unleashing the power of Nexium AstraZeneca marketers are positioning the company’s new proton pump inhibitor to replace Prilosec, th...
By PharmaVoice Team • Feb. 11, 2009 -
PharmaVoice Team/PharmaVoice
Karen Dawes: A Closer Look
Karen DAWES A closer look By Taren Grom Marketing insights IN AN EXCLUSIVE INTERVIEW WITH PHARMAVOICE, KAREN DAWES PROVIDES INSIGHT TO THE CHALLENGES ASSOCIATED WITH TODAY’S MARKETING PRACTICES. 5 :30 a.m. is the start of a typical day for Karen A. Dawes, senior VP, marketing and sales for Bayer ...
By Taren Grom • Feb. 11, 2009 -
PharmaVoice Team/PharmaVoice
Unleashing the Power of Nexium
By Lynda Sears Unleashing the power of NEXIUM Taking the gastrointestinal market by storm, AstraZeneca follows up its own best in class proton pump inhibitor with a product that’s even better. ATTENTION PHYSICIANS AstraZeneca’s salesforce is in the field touting Nexium’s ability to eradicate hear...
By Lynda Sears • Feb. 11, 2009 -
PharmaVoice Team/PharmaVoice
CSOs: Not Just Hired Guns
Contract sales organizations have come a long way to stay one step ahead of their clients’ needs. Today, the contract sales industry is more than putting bodies in motion. No longer are contract sales organizations just “hired guns” employed for a temporary territory fix. Since 1995, when contrac...
By PharmaVoice Team • Feb. 11, 2009 -
PharmaVoice Team/PharmaVoice
What's New
“The Catalyst system allows an advertiser to pro vide customers with specific information that has been tailored to the answers they provide and is writ ten in a style they’re comfortable with,” says David Sadock,VP, marketing and sales, HealthAnswers Inc., Pennington, N.J. “Regardless of whether...
By PharmaVoice Team • Feb. 10, 2009 -
PharmaVoice Team/PharmaVoice
For Art's Sake
CREATIVE review Early in my career I made a conscious effort to learn from the most talented people in the advertising and graphic design industry. I can remembergoing through healthcare magazines, religiously pulling out what I thought were the best ads and comparing mywork to them.One ad stoppe...
By PharmaVoice Team • Feb. 10, 2009 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
The biggest changes in our industry in this decade may well be influenced more by Washington, than the great discoveries from our research labs, the mergers of once much smaller players, and the aging of baby boomers. Pharmaceutical companies are right when they do all they can in Washington to r...
By John F. Kamp • Feb. 10, 2009 -
PharmaVoice Team/PharmaVoice
Improving Patient-Directed Communications
BY ROBIN ROBINSON New technologies are unlocking a wide range of options for improving patient-physician communications at every step along the treatment journey. Physicians are busy.. Patients are anxious.. The breakdown in communications in the exam room caused by these two simple factors — and...
By Robin Robinson • Jan. 31, 2009
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