Commercialization: Page 63

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    Publication Planning: The Future of Publication Planning is Bright

    Robin Robinson The integrity of publication planning has taken some hits, but the new Sunshine Act can help restore credibility. The publication planning process, which has been fraught in past years with issues related to integrity, transparency, and trust, is still a key element in any marketin...

    By Robin Robinson • Nov. 11, 2011
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    Market Research: Tapping into New Market Research Opportunities

    Tapping into New Market Research Opportunities The growing use of social media is creating new resources for researchers. “Segmentation of the future will be built on many ongoing threads of information and will be more focused on the alignment of the best product for the right ­patient. " Scott ...

    By Robin Robinson • Nov. 11, 2011
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    PR Today: The Best of Times, The Worst of Times

    With the litany of struggles the industry is facing every day, it is no wonder that the role of public relations in the marketing mix is more important than ever. “Through physician leaders and patient advocates, PR offers a unique opportunity to change ­customer thinking and behavior in a credib...

    By Robin Robinson • Nov. 11, 2011
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    Social Media: The Time has come to Run the Hurdles

    In just a year, social media marketing has come a long way within the industry — in relative terms, that is. And in the coming year, more strides will be made. Pharma still lags behind other industries in its social media spend and use, but it has taken some baby steps in communicating with patie...

    By Robin Robinson • Nov. 11, 2011
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    Media Mix of the Future: Digital Channels and Unbranded Messaging

    Consumer demand will force marketers to adopt the use of social media and targeted patient education as part of the marketing mix. The media and channel mix of tomorrow will begin to shift toward more digital, consumer-centric media, although in the early days, bottom-line channel decisions will ...

    By PharmaVoice Team • Nov. 11, 2011
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    R&D: Strategic Outsourcing

    CROs and pharmaceutical companies continue to finetune their strategic partnerships to gain a competitive edge. “”Companies are looking at ­outsourcing models that allow for sharper research focus, enhanced quality, improved efficiency, and offer a lower and more flexible cost base. " Alan Morgan...

    By Denise Myshko • Nov. 11, 2011
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    Building a Culture of Innovation

    Pharmaceutical R&D is under pressure to counter rising costs, depleted pipelines, and impending patent expiries. The industry is facing not only a productivity crisis, but also a crisis in innovation. Industry analysts say many pharmaceutical and biopharma companies are turning their focus aw...

    By PharmaVoice Team • Nov. 11, 2011
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    The C-Suite: Corporate Strategies

    New Ways Forward Experts agree the time has come to re-evaluate the overall working culture of the life-sciences industry, and they say innovation, new payer models, new stakeholders, and new outcomes are key considerations for future success. “Pharma will need to generate data that are timely, r...

    By PharmaVoice Team • Nov. 11, 2011
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    C-Suite: Executive Insights

    CEOs, presidents, and executive management team members from across the industry — pharmaceutical, biotechnology, and service companies — discuss the most crucial factors driving change in the industry, as well as their strategies for meeting the challenges of business in the coming years. Jed Be...

    By PharmaVoice Team • Nov. 11, 2011
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    What's Ahead for 2012

    Our readers identified the top trends and game changers they expect to define the various industry sectors in the coming year. John Blakeley Executive VP and Chief Commercial Officer ERT, a clinical research service provider that assesses the safety of newly developed drugs by major pharmaceutica...

    By PharmaVoice Team • Nov. 11, 2011
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    The Year of the Extreme Makeover

    Every sector in the industry is in a state of flux. In this special issue of PharmaVOICE, more than 160 thought leaders throughout the life-sciences industry discuss the changing market dynamics. According to PricewaterhouseCooper’s 14th Annual Global CEO Survey, which looks at the concerns expre...

    By Denise Myshko and Robin Robinsons • Nov. 11, 2011
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    Last Word

    Taking Digital Communications to the Next Level Jay Bolling, President and CEO of Roska Healthcare ­Advertising, provides his insights on the changing ­marketing landscape. PV: Last year, Roska took a bold step and was among the first healthcare agencies to use a QR code as part of a marketing ca...

    By Jay Bolling • Nov. 11, 2011
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    Talent Pool

    Pharmaceutical POOL Percival BARRETTO-KO Astellas Realigns Executive Team Astellas US, the U.S. affiliate of Tokyo-based Astellas Pharma, has named Percival Barretto-Ko senior VP, corporate strategy and government affairs. Mr. Barretto-Ko was previously executive director, corporate strategy and ...

    By PharmaVoice Team • Nov. 11, 2011
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    PharmaTrax

    Sales, marketing, And R&D?Trends affecting the healthcare industry Healthcare Reform Viewed as Mixed Blessing Trend: Consumers believe the success of healthcare reform is dependent on achieving cost ­reduction and quality improvement — two things that traditionally stand in opposition to each...

    By Carolyn Gretton • Nov. 11, 2011
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    Tools of the Trade

    New electronic and web-based applications, sites, and technologies Sermo Sponsorship Harnesses Power of Physician-Peer Communications Trend: With social media making it easier than ever for physicians to connect and discuss new ­treatment developments, life-sciences ­companies are seeking innovat...

    By Carolyn Gretton • Nov. 11, 2011
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    Social Media

    Social Media trends, regs, and apps Roche Diabetes Care Increases Social Media Presence Trendwatch: Developers of health services and devices turning to patient engagement Roche Diabetes Care uses multiple social media channels to engage ­patients Roche Diabetes Care, which develops blood glucose...

    By Robin Robinson • Nov. 11, 2011
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    What's New

    New healthcare-related products, services, and companies Grey Group Launches Grey Healthy People Trend: Delivering cross-platform, integrated marketing solutions across a broad spectrum of health, wellness, and lifestyle sectors ­continues to be a driving force within agencies. Grey Healthy Peopl...

    By Carolyn Gretton • Nov. 11, 2011
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    On the Calendar

    Industry Events and Conferences, including SPECIAL DISCOUNTS Coming ATTRACTIONS Attendees interested in maximizing their clinical trial performance by bridging the gap between identifying and implementing metrics, learning about best practices on processing data and on-site performance to improve...

    By PharmaVoice Team • Nov. 11, 2011
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    Upfront

    Awards… » Bayer is Awarded by HBA Bayer HealthCare is the recipient of the 2011 Healthcare Businesswomen’s Association award for ­corporate programs advancing women’s careers. Bayer HealthCare’s Women’s Leadership Initiative (WLI) is the winner of the 2011 HBA ACE Award. HBA created the award to ...

    By PharmaVoice Team • Nov. 11, 2011
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    Letter from the Editor

    The year to come… making healthcare personal — from medications to communications to lifestyle choices — is one of the resounding trends that will help redefine the healthcare landscape in the coming year, so say the more than 160 experts participating in this special Year in Preview issue. Perso...

    By Taren Grom • Nov. 11, 2011
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    From Operational Excellence to Strategic Partner: A Call to Action for Pharmaceutical Marketing Operations

    Pharmaceutical marketing operations is in transition. As brand teams shrink and demands grow, particularly in such areas as medical/regulatory/legal (M/R/L) review and speaker management, pharma executives increasingly turn to marketing operations for help. Marketing operations has traditionally ...

    By Don Paras • Sept. 27, 2011
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    Connecting with Professional and Patient Targets: Going Back to the Future with Live Telephone Interviewing

    More than a decade ago, the Internet took the market research world by storm. Online studies offer a fast, simple, cost-effective way to reach target audiences. A wide range of factors, however, often makes healthcare projects difficult to complete using online alone: Gatekeepers — such as office...

    By Chris De Angelis • Sept. 27, 2011
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    Agency Ideals

    So with all due caveats, asterisks, and apologies for oversimplifying what is truly a complicated, messy affair, and at the risk of sounding overly Aristotelian, I’m convinced there are only four basic ideals involved in the creation and management of an ad agency: The Clients, The Work, The Mone...

    By Matt Giegerich • Sept. 27, 2011
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    Hello South Africa

    A Diverse and Sophisticated Market With a diverse population, a thriving research environment, strong infrastructure along with geographic reach into the rest of Africa, South Africa has many advantages for the global pharma industry. With its population of more than 50 million people from divers...

    By Kim Ribbink • Sept. 27, 2011
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    Social Media and Patient Education

    From pharmaceutical companies to patient organizations, the ­industry taps into the power of ­educating patients through ­social media channels. With a growing number of patients using social media to manage disease and chronic conditions, the industry is beginning to offer its educational materi...

    By Robin Robinson • Sept. 27, 2011