Commercialization: Page 71

PharmaVoice Team/PharmaVoice

Talent Pool

Biotechnology POOL Dr. Paul LAMMERS Mirna Appoints Chief Executive Mirna Therapeutics has named Paul Lammers, M.D., president and CEO. As head of Mirna, Dr. Lammers is responsible for driving the company’s discoveries in the field of microRNA (miRNA) into the clinic. Dr. Lammers was previously pr...
By PharmaVoice Team • Jan. 26, 2010
PharmaVoice Team/PharmaVoice

E-media

New Electronic and Web-based Applications, Sites, and Technologies Featured Briefs: IntraLinks, Adobe Collaborate on Data-Capture Solutions for Clinical Trials Maestro eLearning Creates e-Learning Library Deloitte Recap Helps Biopharma Executives Make Portfolio Decisions Thomson Reuters Unveil...
By PharmaVoice Team • Jan. 26, 2010
PharmaVoice Team/PharmaVoice

What's New

New Healthcare-related Products, Services, and Companies Featured Briefs: Pharma Industry Veteran Launches Online Recruitment Site FlightPath Enables Interactive Commercialization Planning Expanded SDI Media Services Measure Pharma Ad Campaign ROI New Team Aligns Parexel Experts With Biopharm...
By PharmaVoice Team • Jan. 25, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Companies Advised to Communicate with Payers Earlier in Drug Development Sidebar: Average Allocation of a Managed Markets Department’s Personnel Pharma Companies Add Employer Market to the Mix Sidebar: Employer Programs...
By PharmaVoice Team • Jan. 25, 2010
PharmaVoice Team/PharmaVoice

Upfront

Honors and Awards G&A Receives Recognition The Rx Club presented Goble & Associates (G&A) with nine Awards of Excellence for a variety of ad campaigns, sales aids, launch campaigns, patient education brochures, and Web sites. In addition, G&A received two Gold and five Silver Awa...
By PharmaVoice Team • Jan. 25, 2010
PharmaVoice Team/PharmaVoice

Brand Champions

The role of the is being played by branding companies, advertising agencies,by the companies that are in charge of producing materials and giving strategic advice to pharmaceutical companies.There are few companies that have a brand champion. Vince Parry TOO OFTEN BRANDING IS MISTAKEN FOR AN ADVE...
By PharmaVoice Team • Jan. 18, 2010
PharmaVoice Team/PharmaVoice

No Pain, Big Gain

Daily injections are a painful way of life for an estimated 3.7 mil lion Americans who are insulin dependent diabetics. The condi tion, characterized by high blood sugar levels that result from defects in the body’s ability to produce and/or use insulin, is the fifth leading cause of death by dis...
By PharmaVoice Team • Jan. 18, 2010
PharmaVoice Team/PharmaVoice

The Patient Pipeline

CLINICAL TRIAL RECRUITMENT AND ENROLLMENT EFFORTS ARE OFTEN NOT GIVEN HIGH PRIORITY, causing costly delays in the develop ment of new drugs. Unfortunately, there are no quick fixes, but companies are beginning to institute wellthought out and designed processes to bring the right patients to the ...
By PharmaVoice Team • Jan. 18, 2010
PharmaVoice Team/PharmaVoice

Talent Pool

Pharma POOL Mark BOOTH Takeda Pharmaceuticals North America Names President Takeda Pharmaceuticals North America Inc. (TPNA), a wholly owned subsidiary of Takeda Chemical Industries Ltd., has restructured its senior executive team and named Mark Booth president. Mr. Booth, an 18year veteran of th...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

SALES, MARKETING, AND R&D TRENDS AFFECTING THE HEALTHCARE INDUSTRY NestEggz Survey Suggests PATIENTS WHO SAVE ON PRESCRIPTIONS TAKE THEIR MEDICATION Almost 90% of cholesterol patients enrolled in NestEggz were found to take their medication daily, almost double the national average.NestEggz,a...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

For Art's Sake

Catchy, creative, and memorable are three words to describe this month’s selection of standout creative executions. Two of the ad campaigns, Viagra and Glucotrol XL, were executed by Cline, Davis &Mann on behalf of client Pfizer Inc. The first of the ads was cre ated for the launch of Viagra....
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Pharma Outlet

For the first time since the Food and Drug Administration lessened restrictions on direct to consumer pharmaceutical advertisements in 1996, there is a significant slowing in direct to consumer advertising expenditures. From 1996 to 2000, directtoconsumer advertising spending grew more than three...
By Susan Hempstead • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

What's on Your Mind: Opinions

The economy In my opinion, the biggest impact on the industry has been the fallout from the economic downturn. A climate of near paralysis has seized much of the industry and I don’t expect that climate to change much until well into 2003. The uncertainty of the timing of the eco nomic turnaround...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Raise your voice: Letters

Turn up the volume Each month, our team looks forward to what’s inside the next issue of PharmaVoice. It’s fresh, uncanny in its timeliness, and always relevant. (Like us.) Evenhanded panels of industry experts help us weigh the issues that are going to matter, and the statistics are so fresh tha...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Letter from the Editor

PharmaVOICE A product lives on a shelf. A brand lives in the mind of the consumer . The challenge, according to industry experts, is making an emotional connection between the two. A brand goes beyond the rational; a brand is the promise the product offers the customer or stakeholder, whether tha...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Practical Medicine:

Diagnosing the condition DERMAN. Insurance and reimbursement are two big challenges. Part of the problem is that reimbursement rates have dropped, thus physicians need to see more patients, more efficiently, in the same period of time to cover overhead. This is true even in an academic environmen...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Xyrem: Awakenings

PharmaVOICE approved for treating cataplexy. Of the esti mated 140,000 Americans who suffer from narcolepsy, between 60% and 90% experience cataplexy. Orphan Medical Inc. developed Xyrem under the FDA’s Orphan Drug Act of 1983, which provides market exclusivity to companies that develop products ...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Brand-cycle management

By 2005, many multibillion dollar drugs will come off patent, including blockbuster drugs such as Claritin, Viagra, Glucophage, and Prilosec (see chart on page 51). The finan cial incentives for prolonging the life of these brands are enormous. Last year, Claritin earned almost $2 billion in sale...
By PharmaVoice Team • Jan. 14, 2010
PharmaVoice Team/PharmaVoice

Talent Pool

Pharma POOL Dr. Jack GOLDSTEIN Chiron Names Blood Testing Division President Chiron Corp. has named Jack Goldstein, Ph.D., president of Chi ron’s blood testing division. Dr. Goldstein is responsible for the commercial operations of Chiron’s blood testing business, based in Emeryville, Calif. He a...
By PharmaVoice Team • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

E-Media

NEW ELECTRONIC AND WEBBASED APPLICATIONS, SITES, AND TECHNOLOGIES The Rosetta Luminator system, a clientserver bioinformatics system for storing and analyzing microarray data, has been launched by Rosetta Biosoftware and Agilent Technologies Inc. The geneexpression data analysis solution was deve...
By PharmaVoice Team • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

What's New

NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES TrialCard’s patented “IA Technology” is designed to replace prepackaged drug samples. By using a device similar to a credit card that can be activated and deactivated, manufacturers can distribute their samples through pharmacies, and can im...
By PharmaVoice Team • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

NEUROTHERAPEUTICS AND GENE AMPLIFICATION Markets Predicted to Grow Unmet need and ballooning incidence are expected to create huge market potential in neuro logical drugs,according to a study by Kalorama Infor mation. The world market stands at $70 billion, but steady growth in demand and product...
By PharmaVoice Team • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

For Art's Sake

CREATIVE review There are many times in healthcare advertising when humor is not appropriate,but for every ad that misuses humor there are hundreds of others that have wasted the opportunity to elicit a chuckle or to add a touch of irony. Humor is one of the most underutilized tools that we have....
By PharmaVoice Team • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

Pharma Outlet

Fewer new drug approvals, the political spotlight on the pharmaceutical industry, promotional budget cutbacks. What else can go wrong in the healthcare communications industry? Pitted against their more endowed competitors, small agencies may be wellsuited to survive in today’s adverse environmen...
By Rico Viray • Jan. 13, 2010
PharmaVoice Team/PharmaVoice

Raise Your Voice: Letters

Missed opportunity I applaud the fact that PharmaVOICE has highlighted the importance of the new PhRMA Voluntary Marketing Code, but I would be remiss if I didn’t ask: “Where in this article is the discussion about the benefit of the new code to the patient?” In reading through this 11 page artic...
By PharmaVoice Team • Jan. 13, 2010