Commercialization: Page 93
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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 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Direct to consumer advertising has received a great deal of attention in the past few years. No other market segment has received as much analysis, scrutiny, criticism, support, and debate as DTC. Along the way, the industry has also had the opportunity to learn a number of lessons to build upon ...
By Charles Hunt • March 19, 2008 -
PharmaVoice Team/PharmaVoice
PharmaCase
70 S e p t e mb e r 2003 PharmaVOICE For many phar maceu t i ca l ma r keters, the excite ment of launching a brand Website is short lived. Every thing that seemed so perfect, from the cre ative concept to the graphics and content,quickly comes under suspicion when monthly reports show little ret...
By PharmaVoice Team • March 19, 2008 -
PharmaVoice Team/PharmaVoice
The Great Divide
58 S e p t e mb e r 2003 PharmaVOICE ALL TOO OFTEN MARKETING AND R&D ARE AT ODDS ON HOW TO BEST ALLOCATE RESOURCES TO SUPPORT THE PIPELINE.THIS DISCONNECT BETWEEN SALES AND SCIENCE THREATENS THE FUTURE OF THE PHARMACEUTICAL INDUSTRY. The GREATDivide IN AN EXCLUSIVETO PHARMAVOICE, MICHAEL MENA...
By PharmaVoice Team • March 19, 2008 -
PharmaVoice Team/PharmaVoice
A Special Breed of Leader
12 S e p t e mb e r 2003 PharmaVOICE BREEDOFLEADER I got into this business with the ultimate objective to help people. I can’t think of a better way to begin every day. The minute I get in the car and start driving to work I get excited because I know what I am doing is ultimately going to make ...
By PharmaVoice Team • March 18, 2008 -
PharmaVoice Team/PharmaVoice
Global Opportunities
According to Ernst & Young, the sheer volume and growing economic muscle of consumers in emerging markets provide powerful investment incentives for multinational companies (MNCs). In particular, current and projected growth rates for pharmaceutical markets in the BRIC countries and Mexico ex...
By Robin Robinson • March 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
March 1718 3rd Imaging in Preclinical &Clinical Drug Development San Diego For more information, contact Vivian Frankel, GTCBio, at 6262566405, email [email protected], or visit gtcbio.com. March 1718 The Inaugural U.S.Conference on Comparator Studies Doubletree Hotel,Philadelphia For...
By PharmaVoice Team • March 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
NEW ELECTRONIC AND WEBBASED APPLICATIONS, SITES, AND TECHNOLOGIES Edge Dynamics has added a flexible desktop module within its Demand Management Suite that offers lifesciences manufacturers a way to easily monitor and analyze channel activity data for their products. The Edge Dynamics Demand Dash...
By PharmaVoice Team • March 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
WHAT’S NEW NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES HealthEd Group has launched HealthEd Encore, which operates as a standalone agency, in response to increas ing client demand for educational patient marketing campaigns. HealthEd Encore offers a fullrange of ser vices, including c...
By PharmaVoice Team • March 2, 2008
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