Commercialization: Page 86
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PharmaVoice Team/PharmaVoice
A Strategy for Simplicity
42 September 2008 VIEW on Marketing STRATEGIC PLANNING As an agency, we’ve seen many marketing communications plans the size of telephone books. Heck, we’ve even helped create them. But just because a plan is comprehensive, does that mean it’s strategic? The truth is, that all of the data, all th...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Biologic Product Launches Considering Patients, Prescribers, & Payers
40 September 2008 VIEW on Marketing PRODUCT LAUNCHES Less than a decade ago, biologics were prescribed for only rare genetic diseases. Now these novel therapies are used to treat a host of more common conditions, including cancer, diabetes, multiple sclerosis, and rheumatoid arthritis. In fact, o...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Building a Market Value Plan
38 September 2008 VIEW on Marketing PAYER MARKETS With hurricane season at its peak, one might wonder, “What will the prevailing winds bring to the pharmaceutical, biotech and medical device industries, and how can manufacturers weather the storms?” In recent years, three major trends have emerge...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Making the Shift From Adherence to Self-Management
36 September 2008 VIEW on Marketing PATIENT EDUCATION When 38% of a brand’s sales are lost to nonadherence, * perhaps the current approach to treatment adherence is not as effective as it could be. Shifting the focus of adherence programs away from the patient as an observer and toward the patien...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Building a Better Adherence Program
34 September 2008 VIEW on Marketing PATIENTCENTRIC MARKETING To quote C Everett Koop, M.D., the former U.S. Surgeon General, “Drugs don’t work in patients who don’t take them.” The high level of nonadherence in the U.S. today poses a major obstacle to achieving optimal health outcomes for patient...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Patient Journey Marketing
32 September 2008 VIEW on Marketing PATIENTCENTRIC MARKETING Patient journey marketing is a new take on patient centric marketing that seeks to form loyal, lasting relationships with individual patients. It is founded on the fundamental belief that every patient who is diagnosed with a serious di...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Creating Power Messages Finding the Right Words to Drive Brand Performance
30 September 2008 VIEW on Marketing MESSAGE DEVELOPMENT The messages conveyed in promotional materials are often how physicians, consumers and payers first experience a brand — and they remain a powerful force in shaping how stakeholders view a product throughout its life. The words chosen to exp...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
A Case Study Fully Optimized Media Integration
28 September 2008 VIEW on Marketing MEDIA INTEGRATION The Opportunity… A global pharmaceutical company engaged in the development, manufacture and marketing of its products had very specific marketing needs when it came to reaching healthcare professionals. For traditional media vehicles, such as...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Going "Live" in the Digital Age
26 September 2008 VIEW on Marketing EDUCATIONAL MARKETING An often asked question is whether the popularity of “going digital” — beaming images across the Internet — will spell the end of live presentations in the pharmaceutical industry. The answer, in a word, is “no.” Using digital media can en...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Adapting to the Changing Healthcare Marketplace
VIEW on Marketing September 2008 CUSTOMERCENTRIC MARKETING Since its inception, the pharmaceutical industry has achieved tremendous success on a variety of levels. It has provided revolutionary clinical advances in a great many therapeutic areas. However, in recent years the success of pharmaceut...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Focusing on the Physician-Patient Dialogue
24 September 2008 VIEW on Marketing CUSTOMERCENTRIC MARKETING Patient adherence is an area that pharmaceutical marketers struggle with on a daily basis. Despite best efforts, many patients do not take their medications as directed. In fact, no therapeutic category is immune — all suffer from this...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
I Guess We Are Going to Have to Create a Brand After All
22 September 2008 VIEW on Marketing CREATIVE Let’s face it: marketing pharmaceuticals just ain’t what it used to be. Gone are the glorious days of blockbusters, problems solved before we even knew they existed, and doctors who controlled the products being used. Today, we have payers who tell doc...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
The Road to Success Patient-Centric Approaches Across the Brand Journey
20 September 2008 VIEW on Marketing COMMERCIAL EFFECTIVENESS Spotting continuity errors in films — such as when a character’s hairstyle changes inexplicably in the middle of a scene — can be rather amusing, and there are now entire websites devoted to sharing these little anomalies. But continuit...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Recontextualization
18 September 2008 VIEW on Marketing BRAND POSITIONING It has already been nearly a decade since Malcolm Gladwell’s book, “The Tipping Point: How Little Things Can Make a Big Dif ference,” made such a huge impact on marketers. In his break through book, Gladwell devoted two chapters to explaining ...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
The Six Step Blockbuster Marketing Recovery Program
16 September 2008 VIEW on Marketing BRAND OPPORTUNITIES The days of legendary blockbuster launches and their massive budgets are fewer and farther between in the present. The party is pretty much over. As trends indicate, we are shifting from a blockbuster model of primary care, single indication...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Supplier Showcase
Showcase 46 September 2008 VIEW on Marketing AmerisourceBergen Specialty Group AmerisourceBergen Corp. 3101 Gaylord Pkwy. Frisco, TX 75034 Phone: 8664083761 www.absg.com The Specialty Pharmaceutical Industry’s Essential Business Partner For pharmaceutical manufacturers, healthcare organizations, ...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Now, 50 years later, David Norton, company group chairman of Johnson & Johnson’s pharmaceuticals group, said in the organization’s July statement: “Doctors rely on accurate and appropriate information about new medicines to provide the best possible care to their patients. The changes to the ...
By PharmaVoice Team • Sept. 16, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
4 September 2008 PharmaVOICE Leveraging Postapproval Research The postapproval landscape has changed for pharmaceutical manufacturers. Craig Eslinger of PPD addresses how data obtained in postmarketing safety surveillance can be used to a company’s advantage. 46 The Growing Influence of Global Pa...
By PharmaVoice Team • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
DIA 2008 — Annual Conference
DIA 2008 DIA ADDRESSES SAFETY TOPICS The 44th Annual Meeting of the Drug Information Association Industry Thought Leaders Raise their VOICE at DIA David Williams of Clinsys discusses what he believes the industry’s biggest challenges are. Imperial’s Bob McGrath identifies risk mitigation as one o...
By PharmaVoice Team • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
The Growing Influence of Global Payers
Managed MARKETS The balance of power is shifting. Global payers are now demanding more data about the cost effectiveness of prescription drugs. And experts say they will continue to do so.Driving the increas ing use of health technology assessments (HTA) by governments to make reimbursement, and ...
By Denise Myshko • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
Leveraging Postapproval Research
Only a few short years ago, both product management and product marketing were considered relatively straightforward and uncomplicated activities. Sales representatives were more likely to have greater access to physicians and healthcare providers, and fewer restrictions were placed on marketing ...
By Craig Eslinger • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
Last Word
Jason Cohen joined GE Healthcare Financial Services in 2006 and is a Senior VP and Pharmaceuticals Analyst. In this role, he helps lead the GE corporate finance efforts within specialty pharma, generics, biotechnology, and outsourced services. Additionally, he provides guidance and oversight on v...
By PharmaVoice Team • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharma POOL Brian AYRES Jason CARLIN Dr. Maria DEUTSCH Susan GITTLE Megahn HALLAHAN Chris MARQUES Cynthia SCHWALM Anjali SHAH Staff Changes at Eisai’s North America Operations Eisai Corporation of North America has announced one staff addition at its headquar ters and a number of new hires and pr...
By PharmaVoice Team • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
4th Integrating Electronic Health Records and eClinical Technologies Conference Baltimore Marriott Waterfront Hotel,Baltimore For more information, contact Jasmaine John, ExL Pharma,at 2124006235, email [email protected], or visit exlpharma.com. September 1516 Biotech Patents Royal Sonesta Hote...
By PharmaVoice Team • Aug. 27, 2008 -
PharmaVoice Team/PharmaVoice
What's New
WHAT’S NEW NEW HEALTH CARE RELATED PRODUCTS, SERVICES, AND COMPANIES IMS Health has joined with 10 leading U.S. academic researchers in medicine, health economics, and public health to establish the Health Services Research Network (HSRN), a consortium that will apply IMS’s evidence based informa...
By PharmaVoice Team • Aug. 27, 2008
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