Commercialization: Page 70

PharmaVoice Team/PharmaVoice

Advertising In the Digital Age

The difficult economic environment of the past 18 months has forced many pharma companies to reexamine their shrinking advertising budgets and make best use of the resources that remain. Sandra Peterson, president of the Bayer Medical Care unit of Bayer HealthCare, notes that Bayer HealthCare rec...
By PharmaVoice Team • March 12, 2010
PharmaVoice Team/PharmaVoice

Adapting to Today's Pharmaceutical Marketing Dynamic

Considering all of the changes in this business, it doesn’t take very long to become an old-timer and dream of the way things “used to be." One trick is to take a historical view, recognize things we’ve seen before and apply the experience to fit the new marketing dynamics. In other words, adapt ...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

What An Agency's Culture Tells You About Its DNA

The official countdown has begun for your brand’s global launch. The stakes are high, the product category is unique, and the market potential is significant. It won’t do to bring on just any agency to handle your brand. You need the right partner. The right agency partner can deliver not just gl...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Leveraging De-identified Patient Data to Drive Multicultural Marketing

For years, multicultural marketing has been discussed in pharmaceutical circles. However, most companies have yet to fully realize the potential of an integrated, patient-level multicultural approach. We have all seen or heard of national brand ads that have alternate images or are delivered in d...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

The Art of Brand Stewardship

David Ogilvy, the famous consumer ad agency founder who has long been recognized as a pioneer in branding, defined a brand as a “complex symbol…it is the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation, and the way it’s advertised." A company’s...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Marketing Techniques Evolve With New Technology

As a marketer, you’re inundated with information about the hot new media channels. Everything from Facebook® to augmented reality promises to be the holy grail of brand marketing. The sheer number of catchphrases makes you want to “tweet" about the good ol’ days. When all we had was print, advert...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

"crEativity in thE nEw world ordEr!"

Okay, it’s your big moment. It’s the creative presentation that everyone’s been waiting for. Your hands are shaking ever so slightly, but you’re confident that you’ve nailed the creative concepts. You stand and face down the audience…and with the style and grace of Vanna White turn over the first...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Supplier Showcase

Supplier Showcase Featured Product and Service Showcases Ferguson, part of CommonHealth Qi, part of CommonHealth Purohit Navigation SDI Topin & Associates Wishbone LLC Download PDF
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Letter from the Editor

Integrated advertising programs are here to stay. Savvy pharmaceutical brand managers are incorporating any number of new media channels to reach their customer bases. When interviewing thought leaders for this year’s VIEW on Advertising, editor Carolyn Gretton found that to reach today’s audienc...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Molecule to Market: A Drug-Development Timeline

According to the most recent report from the Tufts Center for the Study of Drug Development, it takes about 10 years on average for an experimental drug to travel from the lab to U.S. patients. Only five in 5,000 compounds that enter preclinical testing make it to human testing, and of these five...
By Taren Grom • March 5, 2010
PharmaVoice Team/PharmaVoice

Experts

John C. Andrews, Ph.D. Director of Regulatory Affairs, Americas, Chiltern, a global CRO. For more information, visit chiltern.com. Jerome Bailey. VP, Early Phase Business Center, Omnicare Clinical Research, a full-service CRO with diverse therapeutic expertise and comprehensive clinical service o...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

PostLaunch: A REMS Focus

According to industry experts, the impact of the updated REMS policy in 2007 has had limited impact on the industry thus far. The FDA was granted expanded authority to require REMS (risk evaluation and mitigation strategies) for new drug applications or for existing drugs where the FDA has determ...
By Robin Robinson • March 4, 2010
PharmaVoice Team/PharmaVoice

Launch: Safety Counts

Approval is no longer the final step," says Anne Tomalin, president of i3 CanReg. “Companies need to consider the possibility that their product may have to be removed from the market one to two years down the road because a safety signal develops." In addition to collecting data and managing a d...
By Robin Robinson • March 4, 2010
PharmaVoice Team/PharmaVoice

Registration and Launch: The Next Steps of a Long Journey

The registration and launch phase is evolving like the rest of drug development, and the industry must evolve its practices along with it. One big aha moment for the industry is to understand that data, study reports, and other regulatory documents are not the end, but rather integral parts of th...
By Robin Robinson • March 4, 2010
PharmaVoice Team/PharmaVoice

Phase III: Market Preparation

How the brand begins to be positioned across the spectrum of medical communications — specifically how the science behind the brand and trial results begin to be discussed at global and local congresses, from interactive and traditional exhibit stands to symposia, from posters to special social e...
By Robin Robinson • March 4, 2010
PharmaVoice Team/PharmaVoice

Phase II: Testing Efficacy, Planning for Marketing

Pharmaceutical companies and their partners are working to address productivity and create efficiency in Phase II development. New types of trial designs, such as adaptive trials, are being considered as solutions to these perennial issues. “There are innovative ways in which biopharmaceutical co...
By Denise Myshko • March 4, 2010
PharmaVoice Team/PharmaVoice

Phase I: Patient Recruitment

According to Peter Smith, Ph.D., senior VP, nonclinical development sciences at Millennium Pharmaceuticals: The Takeda Oncology Company, shortages in funding, manpower, and patient availability have created the proverbial perfect storm in the current clinical trial system. “The fact that traditio...
By Denise Myshko • March 4, 2010
PharmaVoice Team/PharmaVoice

Talent Pool

Pharmaceutical POOL John DUCKER, APP Pharmaceuticals Dr. Julie GERBERDING, Merck Dr. Michael ROSENBLATT, Merck Sean NOLAN, Lundbeck Inc. Derica RICE, Lilly Biotechnology POOL Dr. Mark BAGARAZZI, Inovio Biomedical Hans BISHOP, Dendreon Suzanne CADDEN, ImmunoGen Dr. Thomas HOFSTAETTER, VaxInnate Dr...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

E-media

New Electronic and Web-based Applications, Sites, and Technologies Featured Briefs: Perceptive Informatics Introduces E-Clinical Suite Elsevier Launches Online Resource Center for ARRA Updates Thomson Pharma Database Integrates Trial Protocol, Outcome Info Take Supply Chain Releases Multi-Tenant ...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

What's New

New Healthcare-related Products, Services, and Companies Featured Briefs: GxP Consulting Adds Statistical Analysis Support Former Wyeth VP Launches Petkus Communications Consultants GlobalHealth Provides Corporate Training, Degree Programs Newly Formed Durata Therapeutics Acquires Pfizer’s Vicuro...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Process Inefficiencies Cause $11 Billion in Annual Pharma Revenue Leakage Sidebar: Key Findings of Revenue Leakage Study Drug Companies Still Under Pressure to Increase Pace of Development Sidebar: Key Near-Term Trends i...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

Upfront

According to industry experts, the impact of the updated REMS policy in 2007 has had limited impact on the industry thus far. The FDA was granted expanded authority to require REMS (risk evaluation and mitigation strategies) for new drug applications or for existing drugs where the FDA has determ...
By PharmaVoice Team • March 4, 2010
PharmaVoice Team/PharmaVoice

Opportunities in Oncology Development

Advances in cancer research, knowledge, treatment options, and awareness have increased tremendously in the past 25 years. Rates of new diagnoses and deaths from all cancers have declined significantly for men and women overall and for most racial and ethnic populations in the United States, acco...
By PharmaVoice Team • Jan. 28, 2010
PharmaVoice Team/PharmaVoice

Help Wanted: Pharma Bloggers

Social media specialist positions are growing exponentially — just Google the term to view the jobs that pop up. Many colleges and universities are now offering degrees in how to write, publish, and strategize in this new media field. Hospitals, clinics, and other healthcare organizations have en...
By Robin Robinson • Jan. 26, 2010
PharmaVoice Team/PharmaVoice

A 360-Degree View of E-Patient Connections

Healthcare information technology has created the platform for the exchange, collection, and documentation of health data and information, but it is up to the crucial players — patients, physicians, pharma companies, and service providers — to make e-connections work. The patient, the physician, ...
By PharmaVoice Team • Jan. 26, 2010