Commercialization: Page 99
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PharmaVoice Team/PharmaVoice
Meet the Creative Directors
By Taren Grom, Editor Special Feature PharmaVOICE is pleased to publish this special feature showcasing the individuals who influence the look and feel of the industry through their creative executions and insights, strategic thinking, and mentorship of up-and-coming talent. GETTING PERSONAL ABOU...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Marketplace
VIEW on Advertising March 2007 Showcases Marketplace Directory of Companies by Category Advertising Branding Communications Consulting Direct Mail Direct to Consumer Direct to Patient Direct to Physician E-Mail Broadcasts Executive Search Graphic Design Information Provider...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Honing Ockham's Razor
Honing Ockham’s Razor Communication Strategies Donald JM Phillips, Pharm.D., Principal and CEO The 14th Century logician, William of Ockham wrote, “Numquam ponenda est pluralitas sine necessitate,” which translates as, “Plurality ought never to be posed without necessity.” While this pri...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Creating Effective Advertising: Four Steps to Expressing a Brand's Full Potential
Creating Effective Advertising: Four Steps to Expressing a Brand’s Full Potential Ian McKinnon, Ph.D., Senior VP, Advanced Methods TNS Healthcare Campaign Development Physicians often first know a brand through its advertising — whether from detail aids or journal ads. Physicians’ brand p...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Managing Creativity
Managing Creativity Wishbone/ITP Inc. The Creative Process Steve Hamburg, Partner, Chief Creative Officer Ideas — they are the fuel that drives brands and businesses forward. And advertising agencies are factories where much of this fuel is developed. To raise the octane of ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Building Healthy Communities Online
Building Healthy Communities Online the E-Arena Grey Healthcare Group, New York, is a global healthcare communications and advertising group of agencies. For more information, visit ghgroup.com. March 2007 VIEW on Advertising The smartest companies will seize the opportunity to ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Letter from the Editor
What the market needs By Taren Grom VIEW on Advertising March 2007 Advertising and promotion in today’s environment is more complex than ever. Multiple stakeholders, multiple communication channels, and multiple messages require that marketers remain true to a basic fundamental: identify th...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Creating a Connected Environment
Creating a Connected Environment Communication Strategies Brian Heffernan Chief Marketing Officer The environment for DTC is changing and critics are lining up to point out its shortcomings. Despite the criticism, pharma marketers and their agencies can work responsibly and effectivel...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Health, Hope, and the New Reality
Health, Hope, and the New Reality Matt Giegerich President and CEO Agency services The world of healthcare communications continues to change, and the pace of change is accelerating. Pharmaceutical brand marketers face a mind-numbing array of pressures ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Collaboration and Communication in an Increasingly Impersonal World
Collaboration and Communication in an Increasingly Impersonal World Client-Agency Partnerships Joseph E. Kuchta, President We live in a world of urgency and immediacy. The electronics, gadgets, and whiz-bang technologies we all carry on our belts have created a society in which an indivi...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Back to Basics and Beyond
March 2007 VIEW on Advertising Advertising and Promotion • Detail aids • Journal Advertising • Patient education • Direct-to-Consumer Advertising • Market Research • Online Promotion Back to Basics and Beyond By Taren Grom, Editor Increasingly stiffer competition, combined wi...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Account Planning Challenge: Incorporating a Brand's Mechanism of Action Into the Communication Strategy
Account Planning Challenge: Incorporating a Brand’s Mechanism of Action Into the Communication Strategy Branding Palio Communications Mark McCoy,R.Ph. Senior VP/Senior Brand Planner When developing a strategy for a new brand, anything about the brand that is unique is a potential sou...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
A Big Case for the Midsized Agency
A Big Case for the Midsized Agency Anshal Purohit, Director, Strategy and New Business Mark Kruger, VP, Promotional Education Shana Robinson, Account Supervisor Agency Structures Donahoe Purohit Miller Advertising You know the stories well. A biotechnology or diagnostics company ap...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Table of Contents
Letter from the Editor The Forum Advertising: Back to Basics and Beyond — According to industry experts, brand teams need to examine the basic properties of their products and then develop a strategic marketing mix that will be the most effective for their brands and support the strategy with the...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Master Plan: The Making of a Successful Publication Strategy
By Elisabeth Pena Villarroel Publication planning is an essential part of the drug-development process. The results of the long, labor-intensive years of a clinical trial are announced to the industry and medical professionals through publication in medical journals. Preparing trial results for p...
By Elisabeth Pena Villarroel • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
A New Era in the Science of Aging
By Cynthia Borda Older Americans face new and growing challenges in managing chronic diseases, which are now the leading causes of death among people older than the age of 65. Every seven seconds someone in the United States is celebrating a 60th birthday. This trend began Jan. 1, 2006, and will ...
By Cynthia Borda • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
What's New
CommonHealth Celebrates Opening Of Paris Office The move is designed to allow CommonHealth to broaden its offerings to an increasingly global clientele. CommonHealth has opened an office in Paris. The move is designed to allow CommonHealth to broaden its offerings to an increasingly global client...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
E-Media
Thomson Scientific Expands Pharmaceutical Regulatory Intelligence Coverage Thomson Scientific announces that three new country modules, India, Israel, and Turkey, are now available in IDRAC, the global pharmaceutical regulatory intelligence database. IDRAC is recognized by regulatory professional...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Pharma POOL Dr. Lou Barbato Tikvah Names VP, Clinical R&D, and Chief Medical Officer Atlanta-based Tikvah Therapeutics has named Lou Barbato, M.D., as VP, clinical research and development, and chief medical officer. Tikvah acquires, develops, and commercializes novel therapeutics related to ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Managed Markets: Medicare
Although Medicare’s Part D prescription drug program has been a success in many ways, legislators are considering tinkering with the program. By Denise Myshko More of America’s seniors have access to prescription drugs than they did two years ago — and at less cost than first predicted. Still, ma...
By Denise Myshko • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
For Art's Sake
A Creative Review by the Experts 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 o...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
On the Calendar
On the Calendar February 2007 Industry Events Your Source for Life-Sciences Events and Conference Information Professional education is an ongoing endeavor for most executives. PharmaVOICE has partnerships with every major conference provider serving the life-sciences industry. PharmaVOICE is dis...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Managed Markets: Medicaid
By Denise Myshko Transition Time for Medicaid Medicaid reform is taking hold at both the state and federal levels, and the use of managed-care and cost-containment strategies are gaining momentum amongst state prescription plans. Medicaid reform is taking hold at both the state and federal levels...
By Denise Myshko • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
Talent Pool
Talent Pool Executive Appointments and Promotions Pharma POOL Mark Acosta Diana Bodden Anne Carlson Robert Corrie Cynthia Devereux Barry Gorewit Patrick Gose Darbi James Lawrence Kristoff Richard Laurie Randy Lawson Dr. David Levin Rita Myers June Nguyen Lynda Parker Bradley Pierson John Schillo ...
By PharmaVoice Team • Jan. 2, 2008 -
PharmaVoice Team/PharmaVoice
PharmaOutlet
Medicare Part D: It’s Crunch Time … Again Manufacturers are facing déjà vu with Part D. While the 2006 Part D year recently came to a close and the 2007 Part D year is nascent, crucial decisions related to 2008 Part D are right around the corner. The Centers for Medicare and Medicaid Services (CM...
By Kevin Barnett • Jan. 2, 2008
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