Commercialization: Page 68

PharmaVoice Team/PharmaVoice

This Revolution Won't be Televised

Marketers and regulators continue to grapple with what constitutes appropriate use of social media in life-sciences communications. Regardless of the outcome, analysts agree that the explosive growth and adoption of social media is bound to revolutionize pharma marketing strategies. In the las...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Get Comfortable, Everyone

So you’re launching a new drug into a semicrowded category, and you’ve got great data that’s played really well in market research. You’ve vetted everything from positioning to messaging to creative with your target. Things look good. Physicians say they’ll be “very likely" to prescribe your bran...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Increasing the Impact of Direct-to-Patient Programs

As brand teams create strategic plans for 2011, many will include programs that reach out to patients directly through tactics such as Websites, co-pay assistance cards, and patient resource kits. Direct-to-patient (DTP) programs make sense for brand teams who have overcome the first hurdle — get...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Charting the New Information Ecosystem: Creating an eKOL Map

Rima Nachshen SVP, Director of Client Services, Ogilvy CommonHealth, Interactive Marketing Brad Davidson, Ph.D. SVP, Management Supervisor, Ogilvy CommonHealth The elite KOL vies for influence with a teeming mass of rapidly evolving website producers, chatroom monitors and mavens, bloggers, p...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

The Beauty of the Basics

John Wooden, the famous “winningest coach" of UCLA basketball, knew the beauty of the basics. At the beginning of every season he would spend the first two hours of practice teaching his star freshmen how to properly put on their shoes and socks. The socks were to be pulled tight without wrinkles...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

E-Sampling is No Longer an "alternative" Solution

Drug sampling remains a critical and increasingly challenging aspect of pharmaceutical sales and marketing. Healthcare decision-makers count on office-based physicians distributing samples to enhance patient behavior. At the same time, pharmaceutical marketers frequently use samples to generate p...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

The Crusade for Brand Relevance

I recently realized that I have a love-hate relationship with a few things in my life. Oreo Cookie Blizzards, reality TV, my iPad, my mobile phone, and my computer. I love them at the time of use or indulgence, but inevitably pay for them later in the form of calories, time wasting, or the feelin...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

A Surround Sound Perspective on Comparative Effectiveness

As the industry waits for the FDA’s implementation plan for comparative effectiveness research, the senior executives of The Core Nation (Core-Create/Brandkarma/Alpha & Omega) offer a multifaceted perspective on the brand implications of this new regulatory mandate. Ken Kramer, Ph.D. Senior V...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

What Patients Want

We spend the great part of our days at Catalina helping our clients communicate with their end customer, the patient who actually takes the drug they market. For some members of the brand team it’s a new and unique experience. Many have spent their time either focused on the health care provider ...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Supplier Showcase

Supplier Showcase Featured Product and Service Showcases Catalina Health Resource Core-Create ERA Clinical LLC GA Communication Group Guard Dog Brand Development LLC IPAK J. Knipper and Company Inc. LLNS Lnx Pharma Observant LLC Ogilvy CommonHealth Worldwide PARTNERS+simons SDI SK&A The Medic...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Letter from the Editor

Marketers — on both the client and agency side — face more challenges than ever before as they endeavor to bring their brands to life. The issues vying for clients’ attention inlcude channel proliferation; an awakened FDA testing its regulatory muscle; shifting competitive landscapes driven by up...
By PharmaVoice Team • Oct. 12, 2010
PharmaVoice Team/PharmaVoice

Comparative Effectiveness: Real-World Evidence of Outcomes

Comparative effectiveness research is going to have a huge impact on every stakeholder in healthcare delivery. It requires a much broader view of the healthcare system so that information will exist about a patient’s outcome as he or she moves from diagnosis to treatment in the healthcare system....
By PharmaVoice Team • Aug. 27, 2010
PharmaVoice Team/PharmaVoice

Comparative Effectiveness Research — Watch and Worry or Weigh In and Leverage?

A little-publicized provision of the American Recovery and Reinvestment Act of 2009 is likely to have at least as big, if not a bigger, long-term impact on the pharmaceutical and medical device business as the recently passed Affordable Care Act. This provision allocated $1.1 billion for comparat...
By Dr. Ramana Yalamanchili • Aug. 27, 2010
PharmaVoice Team/PharmaVoice

View on Med Ed: Refining the Formula

Amid public protests from high-profile figures such as former AHA President Clyde Yancy, M.D., and National Institutes of Health Director Francis Collins, M.D., Ph.D., in June the Accreditation Council for Continuing Medical Education (ACCME) provided additional guidance to its 2004 Standards for...
By Carolyn Gretton • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

Nichebusters vs.Blockbusters

Transformation in the industry is everywhere, driven by healthcare reform, increased regulatory scrutiny, patent expiry cliffs, and thinning pipelines. The old ways of doing anything — drug development, drug research, sales, marketing, launch activities, market research — are no longer effective ...
By Robin Robinson • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

Midlevel Healthcare Providers: An Untapped Prescribing Force

Billions of prescriptions — and millions of dollars — are being influenced by a group of individuals who go largely untapped when it comes to communications, outreach, and education. Nurse practitioners (NPs) and physician assistants (PAs) wrote 7.8% of U.S. prescriptions — 308 million from June ...
By Denise Myshko • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

Talent Pool

Pharmaceutical POOL Lonnel COATS Eisai Names CEO for U.S. Subsidiary Eisai Inc., a U.S. subsidiary of Japan’s Eisai Co., has promoted Lonnel Coats to president and CEO, from president and chief operating officer. In addition, Mr. Coats has been appointed senior VP of Eisai Co.’s pharmaceuticals b...
By PharmaVoice Team • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Pharma Could Benefit from Earlier Planning of Counter-Generics Strategies Sidebars: Counter-Generics Strategies Used by All Companies in Past 3 Years (2008-2010) Changes in Medical Treatment in Past Year Due to Economic ...
By PharmaVoice Team • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

What's New

Barnett Educational Services has announced the release of updated editions of three of its market intelligence and clinical practices guides. PAREXEL’S BIOPHARMACEUTICAL R&D STATISTICAL SOURCEBOOK 2010/2011 includes statistics, trends, and proprietary market intelligence and analysis on the b...
By PharmaVoice Team • Aug. 26, 2010
PharmaVoice Team/PharmaVoice

The Reading List

FICTION The White Tiger: A Novel • Aravind Adiga The Pregnant Widow • Martin Amis New York Trilogy • Paul Auster The Wettest County in the World: A Novel Based on a True Story • Matt Bondurant The Lost Symbol • Dan Brown Death Comes for the Archbishop • Willa Cather and A.S. Byatt Await Your Repl...
By PharmaVoice Team • July 28, 2010
PharmaVoice Team/PharmaVoice

Lighter Moments

Michael Agard • Sanofi-Aventis US I was traveling for business in Paris with some colleagues. I had arranged a wake-up call with the hotel. My colleagues called about 1 a.m. to tell me about plans for the following day. Instead of listening to their phone call, I thought it was the wake-up call a...
By PharmaVoice Team • July 28, 2010
PharmaVoice Team/PharmaVoice

The MENTORS

The MENTORS People’s People We salute those who take the time out of their own busy careers to help others to develop their paths to success; provide guidance; and exhibit patience, foresight, and unselfish devotion to mentoring. Knowledge is most valuable when shared, and Wendy Blackburn is one ...
By PharmaVoice Team • July 28, 2010
PharmaVoice Team/PharmaVoice

The TECHNOLOGISTS

Not many people have created two health-related companies, nor have had them both successfully acquired before their 30th birthday. But Hugo Stephenson, M.D., has an ability to see what others cannot and the energy to make things happens. As he says, he’s never yet met a challenge that could not ...
By PharmaVoice Team • July 28, 2010
PharmaVoice Team/PharmaVoice

The CLINICAL SPECIALISTS

Patients have a powerful advocate in Craig Lipset. A recognized speaker and author on innovation in clinical trials and improving patient engagement in research, Mr. Lipset has recently been leading industry efforts around personalized medicine. An entrepreneurial and innovative individual, Mr. L...
By PharmaVoice Team • July 28, 2010
PharmaVoice Team/PharmaVoice

The CHANGE AGENTS

It was apparent from the start of his career that Leo Francis, Ph.D., was a leader in the making. From his early days in the industry, Dr. Francis’ professionalism and inexorable drive for excellence in all aspects of his work have shone through. His achievements have led to extraordinary progre...
By PharmaVoice Team • July 28, 2010