On the Cover The management of customer relationship management Having lagged behind other industries in terms of capitalizing on customer data, the pharmaceutical arena is catcthing up. The industry is beginning to fully commit to learn more about its customers, and is using that information to improve its relationships and provide the right data and education to meet customers’ needs. FEATURES Biomarkers: On the road to personalized medicine The use of biomarkers in drug development will allow researchers to predict a patient’s response to a compound, leading to better treatments and an improvement in how companies make portfolio decisions. Paperless trials: Fact, fiction, or a little of both? While the technologies and processes have evolved, the move to a completely paperless environment is a still a long way off. To gain the efficiencies that EDC offers, companies will have to decrease their dependence on paper and move beyond the pilot phase. Driving sales with data F. Randy Vogenberg, Ph.D., Senior VP of Aon Consultant’s Life Sciences Practice, discusses how clinical effectiveness resource management (CERM) can help stakeholders better understand the value and relevance of prescription drugs as they relate to total healthcare costs. Dr. Avtar Dhillon — Successful returns As president and CEO of Inovio Biomedical Corp., Dr. Avtar Dhillon is creating a thriving business while placing emphasis on the success and well-being of staff, investors, clients, and most importantly, patients. in every issue Letter from the Editor Raise your voice: Letters The Fifth Annual PharmaLinx Charity Golf Outing PharmaOutlet Louise Anderson talks about teaming up professional and consumer sales efforts. PharmaTrax Sales, marketing, and R&D trends from industry analysts What’s New New healthcare-related products, services, and companies E-Media New electronic and Web-based applications, sites, and technologies On the Calendar Industry events Talent Pool Executive appointments and promotions October 2005 PharmaVOICE

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