In Every Issue 3 Letter from the Editor 8 Upfront A brief review of industry news at press time 34 PharmaOutlet Kit Howard looks at what makes professional certification valuable. 36 PharmaTrax Sales, marketing, and R&D trends from industry analysts 38 What’s New New healthcare-related products, services, and companies 40 E-Media New electronic and Web-based applications, sites, and technologies 42 On the Calendar Industry Events 44 Talent Pool Executive appointments and promotions 50 Last Word Novartis Oncology’s David Epstein discusses the growing relevance of molecular diagnostics in drug development. On the Cover 10 Standardized Development Metrics The use of standardized performance metrics by CROs and sponsors to reduce development times and improve deliverables is more essential than ever for success. FEATURES 16 CMO: A Seat at the Table The title of chief marketing officer or chief strategy officer has existed for years in other industries. In pharmaceutical and healthcare advertising, these titles are just starting to show up on business cards. 22 The Case for Business Forecasting Pharmaceutical companies engage in a constant juggling act to ensure balance within the pipeline and profitability of products. Forecasting can be a foundation to making sure all needs are met. 28 Dr. George Scangos: Gene Excellence Dr. George Scangos has lead Exelixis from a genomic research firm to a drug development company with expertise in oncology and metabolism. Only in the Digital Edition of the April 2009 issue of PharmaVOICE Mission Possible: Transform the Clinical-Trial Process Interested stakeholders are joining together to identify best practices and to increase the quality and efficiency of clinical trials. The Perils of Imprecise Forecasting Eric Levin says the ability to market products is directly related to how well a business can forecast outcomes based on alternative courses of action. ON THE COVER Standardized Development Metrics The use of performance metrics to reduce development time is more essential than ever. Building Partnerships Around Standardized Performance Metrics Redefining the CRO FEATURE ARTICLES The Business Case for Forecasting Forecasting can be the foundation for ensuring balance within the pipeline and profitability of products on the market. A Forecasting Evolution Sound Bites from the Field Forecasting Best Practices Industry Forecasting Events Pharmaceutical Forecasting Insights: The Process, Hurdles, and Important Trends Late-Phase Research Success: Leveraging Secondary Data Optimizing Market Access: Your Guide to Effective Pricing, Reimbursement, and Messaging Strategies Winning in the Dynamic Market: Novel Approaches for Commercial Planning and Implementation EXCLUSIVE DIGITAL ARTICLES Mission Possible: Transform the Clinical-Trial Process Interested stakeholders are joining together to identify best practices and to increase the quality and efficacy of clinical trials. About the Clinical Trials Transformation Initiative CTTI Member Organizations The Sentinel Initiative The Perils of Imprecise Forecasting Eric Levin of Princeton Brand Econometrics discusses how the ability to market products is directly related to how well can a business forecast outcomes based on alternative courses of action. INDUSTRY BIO Dr. George Scangos: Gene Excellence Dr. George Scangos has led Exelixis from a genomic research firm to a drug discovery and development company with expertise in oncology and metabolism. Biology in Progress IN EVERY ISSUE E-Media Cool E-Upgrades and Enhancements On the Calendar More industry events and conferences Talent Pool More executive appointments Last Word Novartis Oncology’s David Epstein discusses the growing relevance of diagnostics in drug development. New Novartis Focuses on Next Generation Medicines
