4 Ap r i l 201 0 Pharm aVOICE 34 James Sapirstein: Steering a Winning Course Managing a biotech company through the myriad obstacles companies face is difficult at the best of times; today it is much more taxing. James Sapirstein is proving that he has what it takes to put Tobira Therapeutics on the right track. 38 SHOWCASE FEATURE: IRBs IRB experts discuss best practices to satisfy client needs while maintaining their autonomy. ONTHE COVER 12 Software as a Service: GainingTraction As industries around the world increase SaaS use, pharmaceutical companies are following suit. Experts discuss the growing adoption of SaaS in the industry and offer predictions for future applications. FEATURES 20 Specialty CROs: Market Opportunities Niche CROs are able to fulfill research needs by offering a depth of knowledge in a specific area and a higher level of responsiveness. 28 Brand Management: Using Market ResearchTo Master Multichannel Challenges Guiding a brand’s message today takes focus, research, and a deep understanding of the audience. Contents April 2010 12 MattWallach talks about how SaaS has evolved. 28 Shelagh Brooke addresses how to maintain a brand’s unique voice. IN EVERY ISSUE 3 Letter from the Editor 8 UpFront A brief review of industry news at press time 42 EMedia New electronic and Web based applications, sites, and technologies 44 On the Calendar Industry events 46 Talent Pool Executive appointments and promotions 50 Last Word DNA Direct’s Ryan Phelan talks about how providers are using genetic testing. SEE DIGITAL EDITION FOR BONUS CONTENT WWW. PHARMAVOICE. COM Only in the Digital Edition of the April 2010 issue of PharmaVOICE SaaS Security: No Longer an Issue Experts say data and intellectual property security issues are a thing of the past. CROTechnologyTrends Experts discuss how technology is impacting the R&D process. Building a PatientPhysician Bridge One of the important goals of brand stewardship is to align the messages being sent to physicians and patients. Breakthrough on HIV Treatment Tobira Therapeutics is focused on developing and commercializing innovative antiviral compounds to treat HIV. PharmaTrax Sales, marketing, and R&D trends from industry analysts What’s New New healthcare related products, services, and companies 34 James Sapirstein discusses leading Tobira through a tough economy. Creative ID: Enterprise 1 Brainpower Client: Quintiles Printed: 3122010 3:01 PM Printed Scale: 100% Saved: 3112010 11:20 AM Operator: Emre Kavlakoglu Project Manager: J THOMAS Art Director: E MOSQUEDA Copywriter: M POWERS Account Executive: A GRAHAM Comments: Publication: PharmaVoice April Issue Trim: 9” x 11” Bleed: 9.25” x 11.25” Safety: 8.5” x 10.5” Job Colors: 4C Fonts Avenir (85 Heavy, 55 Roman, 65 Medium, 85 Heavy Oblique; Type 1) Times (Regular; True Type) Hoefler Txt (Roman, Italic; Type 1) Images QUI_Group_C_300. tif (CMYK; 375 ppi; 82.9MB) Q_tag_hor_pos_ full_cmykKV2.eps (404KB) Inks Cyan Magenta Yellow Black Job Information Design Studio 200 Varick Street, 11th Floor New York, NY 10014 212.366.3000 APPROVALS Proofreader Date Project Manager Date Art Director Date Copy Writer Date Account Executive Date Creative Director Date Quality Control Date OK for Release Date Document Name: QNT COR P02213 F 1 leverages more brainpower. Copyright 2010 Quintiles c l i n i ca l | commerc i a l | consu l t i ng | capita l No one develops a drug alone. Or restructures a business model. Or finds capital for a promising biologic. Today, biopharma needs new ideas and new teammates, thinkers and doers. In the fastmorphing world of the New Health, we’re a steady ally. More at www.quintiles.com/newhealth 8.5” 10.5” 9” 11” 9.25” 11.25” 6 Ap r i l 201 0 Pharm aVOICE DIGITAL EDITION D I G I TAL ED I T I ON — BONUS CONTENT ONTHE COVER Software as a Service: GainingTraction As industries around the world increase SaaS use,pharmaceutical companies are following suit. SaaS Security: No Longer an Issue SaaS is Not a One Size Fits All Solution Build vs. Buy:A SaaS Presentation SaaS in Wolf’s Clothing FEATURE ARTICLES Specialty CROs: Market Opportunities Niche CROs are able to fulfill research needs by offering depth of knowledge in a specific area and a higher level of responsiveness. CROs:Technology Trends Discovering the Value of KOL Identification & Mapping Brand Management: Using Market Research to Master Multichannel Challenges Guiding a brand’s message today takes focus, research, and a deep understanding of the audience. Building a Patient Physician Message Bridge Six Key Questions to Answer Before Choosing Channels Brand Stewardship and Creative Integrity How to Connect Patients and Physicians AroundYour Brand INDUSTRY BIO James Sapirstein: Steering a Winning Course James Sapirstein is proving he has what it takes to put Tobira Therapeutics on the right track. Breakthrough on HIV Treatment IN EVERY ISSUE PharmaTrax Quick Facts What’s New Healthcare related products and services EMedia Cool E Upgrades and Enhancements On the Calendar More industry events Talent Pool More executive appointments # # # # # # # # # PODCAST # PODCAST # # WHITE PAPER # WHITE PAPER # # # PRESENTATION We invite you to explore the digital edition of PharmaVOICE magazine. The interactive format allows you to easily read, share with friends, and click on podcasts, videos, webinars, whitepapers, and Website links to access additional resources. Getting started with your digital edition is this easy: Page Navigation: Use the arrow buttons to turn to the next, previous, first, and last pages.Type a particular page into the box, or flip the page from any corner. Pointer Icon: Click to zoom in for a closer look, and zoom out again. FullScreen Mode: Want to see the publication in full screen? Click to adjust your viewing preference. Contents: See the table of contents to quickly access a particular article. Search: Use the search box or click on the search icon to find any word or phrase. Share With Friends: E mail a link to an article or issue to a friend. Print or Download: You may choose to purchase a PDF allowing you the rights for off line viewing and printing. Help: A quick reference to all of the controls that allow you to navigate through this digital publication. Close Publication: Click the close icon when you want to close the viewing screen. We hope you enjoy the digital edition! If you have questions or suggestions for additional features, please let us know. Send us your questions and comments to [email protected] THE FORUM FOR THE INDUSTRY EXECUTIVE ACCESS ISSUE AT PHARMAVOICE. COM Ahhh sweet sp ring… There are among who doubt wishing one more super snow storm couple I know very well), but most Northeast who have been buried under feet snow most of winter, couldn’t more excited first signs spring, well…springing with advent spring comes sense optimism,even healthcare debate continues rage would helpful if there was substantive reporting rather than accusatory sound bites coming from general “media”defending position each side the aisle, that’s another story another time.) spring, there are rumors and reports of project startups the level, which good news businessgrowth ball rolling the rest There’s more chatter about using social media patient recruitment;again, more good news in terms business opportunities. Technology adoption form SaaS (software service) is gaining trac tion way improve efficiencies number functional silos (please turn pg.1 read why and how pharma is getting SaaSy). Brand managers using technology well improve their market research techniques, which will help improve communications and messaging their key audiences physicians and patients. read what agency executives have say about incorporating online media their market research tool kits, please turn page They also discuss how traditional andnewmedia used togeth rejuvenate stale market research practices. (See exclusive online digital arti Building PatientPhysician Bridge.) Spring means start of conference season the next three months there are dozens dozens industry trade shows (check out www.pharmavoice.com/events to what’s calendar). These conferences provide opportunity hear what experts predicting year ahead well chance to reconnect with colleagues, clients, peers, friends. PharmaVOICE, example,will PMRG (Pharmaceutical Marketing Research Group) month; International conference, Partnerships Clinical Researchers, Association of Clinical Research Professionals April; HBA’s Woman Year lunch May;and annual Drug Information Association con ference in June, to name few. with a spring our step, look forward industry uptick coming months seeing out and about! Sp ring is in the air LETTER from the edi tor PUBLISHER Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh MANAG82 EDITOR Denise Myshko SENIOR EDITOR Robin Robinson FEATURES EDITOR Ribbink CONTRIBUTING EDITOR Carolyn GrettonDESIG ASSOCIATE Ariel Medel NATIONAL ACCOUNTMANAG5 Cathy Tracy CIRCULATION ASSISTANT Kathy Deiuliis Copyright201 by PharmaLinx Titusville, Printed U.S.A. Volume Number Four PharmaV OICE (ISSN:1 932961 published monthly except issues July/Aug. Nov./Dec., Pharma P.O. Titusville, 08560. Periodicals postage Titusville, 08560 tional mailing offices. Postmaster: Send address changes PharmaVOICE, P.O. 292345, Kettering, 454290345. PharmaV Coverage Distribution: Domestic subscriptions are available at$1f year(1 0 issues). Foreign subscriptions:1 issues US$360. Contact PharmaVOICE P.O. Titusville, 08560. 609.730.01. FAX order 609.730.01 97. Contributions: PharmaVOICE not responsible unsolicited contributions any Unless otherwise agreed writing, PharmaVOICE retains rights material published in PharmaVOICE period months after publication reprint rights after period expires. Email: [email protected]. Change address: Please allow weeks change address. Send new address your scription label to PharmaVOICE, Box 292345, Kettering, 454290345. 800.607.441 0 your change 937.890.0221 . Email: [email protected]. IMPORTANT NOTICE: post office forward copies of magazine. PharmaVOICE is respon sible replacing undelivered copies lack of late notification of address change. Advertising inPharmaV OICE: advertise in Pharma VOICE please contact Advertising Department at P.O. 327, Titusville, 08560, telephone at 609.730.01f Email: [email protected]. THE FO RUM FO THE INDUSTRY EXECUTIVE Volume1 . Number Send your letters [email protected]. Please include company, ness phone number. Letters chosen publication be edited length clarity. submissions become property of PharmaLinx LLC. Letters Printedo n recycled Pharm aVOICE A p i 010 KOL? Patient? Payer? Investor? Journalist? Opinions
