On the Cover Drugs in the real world There is an increasing need for more information about prescription drugs once they are approved and available to the larger marketplace. Phase IV studies have become important vehicles for postapproval risk-management and drug-safety assessment. Features The salesforce of the future With a plethora of obstacles to overcome, the sales rep of the future will not only need knowledge of the product and disease state but will need to become a true partner to physicians. Product litigation is straining the industry The number of product-liability lawsuits has escalated as plaintiff lawyers go after companies more frequently. Experts warn that these attacks have the potential to undermine innovation. The birth of a new market: New choices in contraceptives Women want more than just birth control. They are looking for benefits from contraceptives that meet their needs. The value of Phase IV Timothy Pratt, Ph.D., Chief Marketing Officer of MedNet Solutions Inc., discusses how postmarketing research, just like everything else successful companies do, is all about marketing; and marketing is all about meeting customer needs. Vijay Samant — Injecting energy into a vaccine company Problem solving and decision making have been at the heart of Vijay Samant’s career. Now Vical’s president and CEO is forging ahead with ambitious plans and dynamic ideas to turn the one-time boutique research company into a leader in vaccines. in every issue Letter from the Editor Raise your voice: Letters UpFront A brief review of industry news at press time PharmaOutlet Ian Cross talks about moving CRM to the next level. 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 Dr. Donald Therasse discusses the need for high-quality medical studies. Dr. David Plourd says there is exciting research going on in the contraceptive market. Vijay Samant says his job is to provide people with the tools to get their jobs done.
