Contents November/December 2008 98 PATIENT EDUCATION Product managers still need to reach patients with messages that resonate on a personal level. 102 DOCTORS’CHOICE AWARDS A review of the 2008 winners. IN EVERY ISSUE 3 Letter from the Editor 6 UpFront 104 What’s New 108 EMedia 113 OnThe Calendar 116 Talent Pool 10 AN INDUSTRY OVERVIEW Lifesciences companies will have to transform themselves into more nimble, forward thinking entities. 14 AT A GLANCE Industry experts provide highlights of the trends covered in this issue. 18 CRYSTAL BALL Industry experts identify the top trends they expect to shape the industry. 36 THE CORNER OFFICE Comments from CEOs and Presidents of leading lifesciences companies reveal strategies and top trends for the coming year. 42 GLOBALIZATION Emerging markets provide opportunities for pharmaceutical companies as well as their partners. 50 COUNTERFEIT DRUGS The counterfeit medicines market is a real, clear, and present danger to public health. 58 EARLY RESEARCH Discovery and research technologies will have a tremendous impact on the pipelines of the future. 64 DEVELOPMENT Successful biopharmaceutical companies will be those that review R&D business models and implement updated strategies. 72 PERSONALIZED MEDICINE Obstacles and challenges still remain to make the vision of personalized medicine a reality. 76 PATIENT RECRUITMENT Larger, more complex trials have made the enrollment of patients even more challenging. 82 SALESFORCES The industry will employ innovative ways to do more with less and add a value proposition to sales strategies. 90 MARKETING Pharma begins the move from informing to interacting amid the Web 2.0 revolution. 36 Novartis’ Dr.Daniel Vasella 58 Dr. Lee Babiss Roche SPECIAL ISSUE Year in Preview 90 Ken Ribotsky CoreCreate Gene Guselli InfoMedics 18 In PostApproval, knowing what looms around every corner is critical to your success. You need an experienced partner who can empower you with a thorough understanding to make informed decisions. For over a decade, our PostApproval teams have been comprised of medical professionals. Our experts work passionately alongside your teams to rapidly identify actionable safety data, putting you in control of your product’s lifecycle. To learn more, please call Craig Eslinger at +1 919 456 4200 x4325 or visit
