Commercialization: Page 96
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PharmaVoice Team/PharmaVoice
Selecting the Right Approach to Competitive Gaming
24 S e p t e m b e r 2 0 07 VIEW on Marketing MARKET PERFORMANCE T he U.S. pharmaceutical industry operates within an extraordinar� ily competitive, complex, and high�stakes environment. With so much at risk, brand teams often choose to “pressure test” their key strategies before implementin...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Innovation in Patient Education
22 Sep t e mb e r 20 07 VIEW on Marketing E�MEDIA mazon, iTunes, and Netflix have it right. These media capture our attention, our loyalty, and our business by providing an ever�evolv� ing service platform that continues to meet our personal needs. We log on to one of these sites, and we fee...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
A Holistic View of Optimizing Brand Performance
34 S e p t e m b e r 2 0 07 VIEW on Marketing ROI s pharma companies cope with increasingly limited budgets, they are demanding that marketing be accountable for demonstrating ROI on promotional activities. For a true read on results, however, companies must move from looking at sales and ma...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Prelaunch Communications in a Post-Vioxx World
16 S e p t e m b e r 2 0 07 VIEW on Marketing COMMUNICATION STRATEGIES D uring any pharmaceutical marketing meeting chances are someone will utter the phrase “today’s post�Vioxx environ� ment,” meaning an environment in which the Food and Drug Administra� tion (FDA) and other regulators ar...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
Letter from the Editor VIEW on Marketing S e p t e m b e r 2 0 07 The AHF took issue with Pfizer’s most recent campaign for Viagra, pointing to recent marketing programs, such as a series of holi� day�themed print ads and, most recently, the “Viva Viagra” campaign, which the organiza� ti...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Compliance is a Journey Not an Event
32 Sep t e mb e r 20 07 VIEW on Marketing PATIENT COMPLIANCE I spent two days in Mexico City last October. With a population of more than 20 million, Greater Mexico City is immense, and flying over it takes one’s breath away. It was my first visit, and much was unfamiliar : the language, the...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
You Have Two Ears and One Mouth for a Reason
20 S e p t e m b e r 2 0 07 VIEW on Marketing COMMUNICATION STRATEGIES H ow many of us have heard “you have two ears and one mouth for a reason” from parents, teachers, or even friends trying to tell us that we are talking too much? Despite knowing this adage to be true, we all tend to want ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Lessons from the Left Coast: What Hollywood Can Teach Pharma about Marketing
26 S e p t e m b e r 2 0 07 VIEW on Marketing MARKET PREPARATION B lockbuster�envy, high�development costs, sequels, the profitability of independent films — when marketers begin comparing pharma with Hollywood, the similarities keep coming. So what can our industry learn from Hollywood? The...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
S e p t e m b e r 2 0 07 VIEW on Marketing Table of Contents Letter from the Editor The Forum Marketing: The State of Marketing — The number of marketing options is increasing.To keep pace, marketing professionals must adjust to the new climate and engage with more outside providers of communicat...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Prepare Your Brand for the Market … and the Market for Your Brand
28 Sep t e mb e r 20 07 VIEW on Marketing MARKET PREPARATION C ongratulations! Your compound has successfully completed Phase II trials, you have developed an understanding of your product profile, and the drug will soon move into Phase III triďż˝ als. The question now becomes, how do you ensu...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Power of Print
30 Sep t e mb e r 20 07 VIEW on Marketing MEDIA MANAGEMENT lthough many people within the pharmaceutical industry predictďż˝ ed at the beginning of the decade that healthcare professionals would want product information to be provided via electronic media, print still remains a very important and i...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Flawless Execution is Critical to Marketing Success Contributed by Mike Miller The brand manager gives the “green light,” the creative is done, purchase orders are signed, the piece is produced, and the date that physicians will receive the recently published pivotal study has been agreed to. Eve...
By Mike Miller • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
October 15-16 Quantitative PCR, Microarrays and Biological Validation Renaissance Providence Hotel, Providence, R.I. For more information, contact Nicole Lewis, Cambridge Healthtech Institute, at 617-630-1317, e-mail [email protected], or visit healthtech.com. October 15-16 Strategic and Prac...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaTrax
Strategies to Enhance Treatment Persistence New research from Datamonitor finds that the medical establishment’s approach to adherence is changing as it becomes clear that the responsibility of achieving adherence is not solely the patient’s, but rather is shared among stakeholders. The report sh...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
The Value Equation -- Deirdre Connelly
By Kim Ribbink It’s not often that a sales representative rises to the ranks of president of a pharmaceutical company, let alone one of the giants in the industry. That Deirdre P. Connelly did so is testament to her hard work and commitment to the company — Eli Lilly and Co. — and her easy one-on...
By Kim Ribbink • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharma POOL Dr. David E. Kelley Key Appointment in Merck’s Diabetes and Obesity Franchise Merck has named David E. Kelley, M.D., VP, franchise integrator for diabetes and obesity. Dr. Kelley oversees the lead researchers for experimental medicine, imaging, and molecular profiling. He is responsib...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
New Healthcare-related Products, Services, and Companies Featured Briefs: The Learning Key Offers Tools for Learning about Partnerships The Learning Key has launched a game, Partnering Success: The Challenge, as a way to make learning fun and memorable. The business-based board game provides trai...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Contributed by Natalie Douglas Named Patient Programs Yield Significant Results Access to information about drug development and clinical pipelines has become readily available on a worldwide basis. Physicians and patients are now more informed than ever before about innovative drugs in late-stag...
By Natalie Douglas • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
For Art's Sake
Each month, this department pays homage to memorable advertising and marketing campaigns. The highlighted executions have been identified by leading creative executives for their noteworthy use of copy, art, photography, whimsy, uniqueness, etc. — in combination or as single branding elements. Cr...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
New Electronic and Web-based Applications, Sites, and Technologies IBM Introduces ePedigree System IBM has introduced a system that allows pharmaceutical companies to create an electronic certificate of authenticity, known as electronic pedigree or e-pedigrees, for every drug that passes through ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Tablets That Sell Tablets
Tablet PCs are changing the landscape of pharmaceutical marketing. They hold the promise of more flexible and dynamic detailing. Interactions may be more engaging than with paper and more convenient than with a laptop PC. According to Melanie Brown, VP, director of Tablet PC strategy, at Avenue-e...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
DIA 2007 -- Annual Conference
DIA Addresses extreme topics The 43rd Annual Meeting of the Drug Information Association DIA 2007 — Annual Conference The Drug Information Association’s 43rd annual meeting featured 450 sessions and more than 1,000 speakers. Industry Thought Leaders Raise their VOICE at DIA Podcasts BBK Worldwide...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
PharmaLinx Launches Industry Web Portal Professionals who operate in the pharmaceutical, biotechnology, and medical-device sectors, as well as those who provide services and tools to the industry, now have a single source to find targeted information related to their fields. The new portal, Acces...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
To Pharma TV or Not TV?
Pharmaceutical companies are discussing innovative initiatives to educate patients and consumers in Europe. By Robin Robinson A DVD created by the European Federation of Pharmaceutical Industries and Associations (EFPIA) ignited unfounded rumors that the industry was preparing to challenge the cu...
By Robin Robinson • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Contributed by Peter H. Nalen Beyond Hits and Clicks: A Proven Online Measurement Approach for Online Marketing Success Like any well-crafted promotional campaign, online marketing programs must have clearly defined indicators of success. To be sure, almost every online activity can be determined...
By Peter H. Nalen • Jan. 2, 2008
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