Commercialization: Page 92
-
PharmaVoice Team/PharmaVoice
PharmaTrax
GOLD STANDARD IN ASTHMA TREATMENT is Expected to Emerge A report by Decision Resources projects that for moterol/mometasone, an asthma therapy codevel oped by ScheringPlough and Novartis, will be approved in 2009 and become the clinical gold standard for treating asthma by 2011 because of its com...
By PharmaVoice Team • March 29, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
It’s time to take a fresh look at a big problem — physician access. In a 2008 Arista survey of pharmaceutical managers, almost 90% reported a decrease in face to face physician access over the past five years. What was surprising was the magnitude of the prob lem; pharmaceutical managers ranked p...
By Shelley Spencer • March 29, 2008 -
PharmaVoice Team/PharmaVoice
Competitive Counter-Strike
In December 1999, ParkeDavis (now Pfizer) launched Lipitor, a very potent LDL cholesterollowering agent. Despite being the fifth statin to enter the U.S. market, Pfizer overwhelmed the competition and soon made Lipitor the topselling cholesterol and pharmaceutical product in the world. By 2002, A...
By PharmaVoice Team • March 29, 2008 -
PharmaVoice Team/PharmaVoice
Janet Greeson — A Good Samaritan
company had come about from consulting with a doctor who asked her to write about an HIV drug, SP01A, one of the candidates in Samaritan’s pipeline. “I became so interested in the drug, that eventually I found myself pretty much running Steroidogenesis,” she says. The first thing she did upon tak...
By Kim Ribbink • March 29, 2008 -
PharmaVoice Team/PharmaVoice
25 Years of the Orphan Drug Act
Synthetic drugs accounted for 62% of total orphan drug approvals, and synthetic polypep tides and hormones together accounted for 6%. Among biologics, growth hormones and growth factors together have the largest num ber of approvals at 8% of the total. Market approvals received for plasma product...
By Cynthia Borda • March 27, 2008 -
PharmaVoice Team/PharmaVoice
Licensed to Sell
A NEW LEGISLATION PROPOSES THAT SALES REPS OBTAIN LICENSES BEFORE THEY CAN MEET WITH PHYSICIANS. The law currently may cause ripples only in Washington,D.C.,but some experts believe its implications will be far reaching. BY ROBIN ROBINSON 0408 Layout PROOFS 3/25/08 11:45 AM Page 58 59 PharmaVOICE...
By PharmaVoice Team • March 27, 2008 -
PharmaVoice Team/PharmaVoice
Agency Client Services
A SHIFTING LANDSCAPE We asked our agency executives to evaluate what they believe have been the biggest shifts in client service in the past five years. We also asked them to project what they believe the client service role will encompass in the next fiveyears. HOWDOYOUMANAGECLIENTCHALLENGES? DU...
By Taren Grom • March 27, 2008 -
PharmaVoice Team/PharmaVoice
The Undeniable Power of a Well-Told Tale
23 VIEW on Medical Education Augu s t 20 06 MARKET RESEARCH T here’s nothing as good as a good story. Since the beginning of history (oral, that is), storytelling has been one of the most powerful forms of communication. A good story conveys facts: What happened? To whom? When? But a good story i...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Supplier Showcase
Showcase 34 Ma r ch 20 08 VIEW on Advertising AbelsonTaylor, Inc. 33 W. Monroe St. Suite 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,...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
The Elusive, Impossible Quest for True ROI
32 Ma r ch 20 08 VIEW on Advertising ROI E verybody eagerly wants ROI. And, everybody eagerly wants to deliver it. Many people will even go so far as to boldly “guaran tee” it. Everybody throws the concept of return on investment (ROI) around with an air of confidence that we really know what it ...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Reframing Negative Industry Perceptions With Patient Education
30 Ma r ch 20 08 VIEW on Advertising PATIENT EDUCATION E ven without a crystal ball, it seems likely that public scrutiny of directtoconsumer advertis ing (DTC) will continue. Although DTC spending accounts for only 7% to 14% of pharmaceutical market ing budgets,* DTC’s broad reach has made pharm...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Connecting Your Brand in an On-Demand World
28 Ma r ch 20 08 VIEW on Advertising ONDEMAND COMMUNICATIONS L et’s face it, everything in the medical com munications world is in flux. Digital commu nications are more immediate, more pervasive, and more viral. Patients and legislators are demanding immediate release of clinical trial results, ...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Messaging Payers: The Key to Unlocking Market Access
26 Ma r ch 20 08 VIEW on Advertising MARKET RESEARCH I n today’s reimbursement environment, private and govern ment payers are more influential than ever, managing more than 85% of US prescription drug expenditures. Part D of the Medicare Pre scription Drug Improvement and Modernization Act (MMA)...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Finding the Right Focus
24 Ma r ch 20 08 VIEW on Advertising MARKET RESEARCH T hough they’re occasionally usurped by “sexier” tech niques such as ethnography or semiotics, the good ol’ focus group remains a mainstay of most market researchers’ tool kits. Given that the results from a few groups frequently play an import...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Dialogue Research Can Create Better Advertising Campaigns
22 Ma r ch 20 08 VIEW on Advertising MARKET RESEARCH F or many years, pharmaceutical companies had to rely on physicians and patients to tell them what was said behind closed doors in the exam room. Marketers would spend time conducting research “behind the glass,” listening for how these parties...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Market Research and the Creative Process
20 Ma r ch 20 08 VIEW on Advertising MARKET RESEARCH T he selection of the “right” creative concept to rep resent a brand is critical to ensuring the success of a prod uct. Therefore, agencies dedicate a significant amount of time and energy to the development, testing, and refine ment of campaig...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Getting Creative about Collaboration
18 Ma r ch 20 08 VIEW on Advertising THE CREATIVE PROCESS O n his deathbed, a comedian uttered the famous remark: “Dying is easy, comedy is hard.” Comedy is indeed hard. The same thing could be said about doing great advertising. Which is why those who practice the craft are always searching for ...
By PharmaVoice Team • March 25, 2008 -
PharmaVoice Team/PharmaVoice
Peering Into The Future
16 Ma r ch 20 08 VIEW on Advertising BUSINESS MODELS P eer: (v) (1) to look closely and searchingly, or squint, as in trying to see more clearly; (n) (2) a person or thing of the same rank, value, quality, ability. This definition ignited some thought. Have we as marketing agency pro fessionals p...
By PharmaVoice Team • March 24, 2008 -
PharmaVoice Team/PharmaVoice
A View on Advertising — A Shifting Landscape
6 Ma r ch 20 08 VIEW on Advertising THE FORUM The advertising focus may be moving away from center — traditional media such as television and print — as emerging media, such as Web 2.0, and alternative vehicles such as Pod casts, search engines, etc., begin to establish a firmer foothold in the m...
By PharmaVoice Team • March 24, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
of the dialogue while adhering to fuzzy, and in many cases, yettobedefined regulatory guide lines. (One of those kinks.) Another hurdle to overcome is developing some type of mea surement tool to satisfy those charged with evaluating ROI. (Yet, another kink.) And before the pixels on their avatar...
By PharmaVoice Team • March 24, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
90 S e p t e mb e r 2003 PharmaVOICE Pharma POOL Stanley BARSHAY Dr. Stephen CHANG Dr. John CURNUTTE Dr.Thomas KOESTLER Dr. Catherine STRADER ScheringPlough Implements Organizational Changes ScheringPlough has announced organiza tional changes within ScheringPlough Research Institute (SPRI) desig...
By PharmaVoice Team • March 20, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
86 S e p t e mb e r 2003 PharmaVOICE EMEDIA NEW ELECTRONIC AND WEBBASED APPLICATIONS, SITES, AND TECHNOLOGIES optiTRAX, a budgeting and workflow manage ment tool launched by Blue Diesel, has been devel oped specifically for the pharmaceutical and biotech industries. optiTRAX is a secure Webbased ...
By PharmaVoice Team • March 20, 2008 -
PharmaVoice Team/PharmaVoice
What's New
weaknesses of a product’s message,” says Howard Ziment, CEO.“What the Messagez approach does is qualify, or even eliminate, much of that debate so product directors and agencies can spend more time and energy being creative.” The Messagez approach involves several phases.First, it assures the cre...
By PharmaVoice Team • March 19, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
September 1819,2003,Westin Princeton — Princeton,N.J. 2nd Annual Edetailing The Center for Business Intelligence’s eDetailing confer ence will provide an interactive forum to discuss how this innovative tool allows companies to access more physicians and ultimately increase sales. For more inform...
By PharmaVoice Team • March 19, 2008 -
PharmaVoice Team/PharmaVoice
For Art's Sake
CREATIVE review There is a fundamental honesty and integrity in the execution that shies away from nothing. It is bold and stark and vivid, demonstrating real people confronting lifethreatening infections.The photographs are not slick or computer enhanced.They are timeless, fragile, and exquisite...
By PharmaVoice Team • March 19, 2008
Previous
