Commercialization: Page 78

PharmaVoice Team/PharmaVoice

The Changing Role of the Physician

The Empowered Patient A diagnosis triggers a hunt for information from television, Websites, family, and friends. Once a prescription is written, relationshipmarketing programs build loyalty while direct mail can erode loyalty. The impact of all this on the physician is signif icant.The physician...
By PharmaVoice Team • April 21, 2009
PharmaVoice Team/PharmaVoice

BRANDING Taking it Further

The Empowered Patient A diagnosis triggers a hunt for information from television, Websites, family, and friends. Once a prescription is written, relationshipmarketing programs build loyalty while direct mail can erode loyalty. The impact of all this on the physician is signif icant.The physician...
By PharmaVoice Team • April 21, 2009
PharmaVoice Team/PharmaVoice

The Brand Steward: Focused on Success Through Strategic Continuity

Sentrix Global Health Communications Bob Adler Senior VP, Director Strategic Planning AGENCY SERVICES S upporting and continuously encouraging broad strategic thinking in all appropriate directions is vital for any brand’s success.This goal, though often discussed, is inconsistently pursued as th...
By PharmaVoice Team • April 21, 2009
PharmaVoice Team/PharmaVoice

Carpe Diem in Multicultural CME

In a recent study conducted by Enable Healthcare, practitioners had an opportunity to shed light on a variety of multicultural topics, such as the impact of “folk medicine” and language barriers on patient care. The eightmonth study offers keen insight into how physicians perceive multicultural i...
By PharmaVoice Team • April 16, 2009
PharmaVoice Team/PharmaVoice

Delivering a Higher Standard of Care Becomes a High-Speed Operation

Communication is fundamental to meeting and exceeding client objectives. But in this new, leanrunning, costeffective economic climate, the challenge becomes how to keep on top of the ideas and workflow, maintain momentum, and make the client team and the agency team one. One solution is to use an...
By PharmaVoice Team • April 16, 2009
PharmaVoice Team/PharmaVoice

The Art of the Pitch

Winning a new account takes a special blend of creativity, insight, chemistry, and luck. There’s a lot invested on the part of the agen cy and the client and there’s a lot at stake. For the client, choosing the right agency can mean a successful launch, expanding an existing market, or extending ...
By PharmaVoice Team • April 16, 2009
PharmaVoice Team/PharmaVoice

Letter from the Creative Director

PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh MANAGING EDITOR Denise Myshko DIRECTOR OF SALES Darlene Kwiatkowski Copyright 2004 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Two, Number One VIEW is published as a supporting publication to PharmaVOICE, whi...
By PharmaVoice Team • April 15, 2009
PharmaVoice Team/PharmaVoice

Table of Contents

TABLE OF CONTENTS 3 6 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 Letter from the Publisher Forum on Continuing Medical Education The Ins & Outs of CME: Industry leaders discuss the impact of new and emerging regulations on continuing medical education programs. Company Listing byTopic...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Directory of Companies

DIRECTORY OF COMPANIES MEDICAL MARKETING SERVICE Pinpointing perfect prospects for CME promotions since 1929 . ListsAMA Physicians with CME Survey Data and NDC Rx profile selects . MedEMail SM Physician Broadcast Email Service to nearly 130,000 physicians, targeted by all AMA/NDC selects For more...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

CME Marketing Amid Hypercompetition

Competition for physician attendance and participation in CME events has been accelerating at hyperspeed. As a result, promotional media targeting physicians is coming under legislative and regulatory scrutiny. To survive and thrive in this challenging environment, CME mar keters can take a numbe...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Technology and Medical Communications: Friends or Foes?

Traditionally medical communications have been delivered in the form of jour nal publications, abstracts, posters, and presentations; these are all linear presentation vehicles with a clearly defined beginning, middle, and end. These vehicles always will have an important place in the delivery of...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

The Nuts & Bolts of Great Speakers-Bureau Programs

Maximum impact from speakers bureau programs can be achieved if one knows how to deliver excellent content that supports and enhances the marketing message and can flawlessly execute these programs. The best content in the world won’t have impact if attendees can’t find the meeting room because o...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Into the Storm: Navigating the Turbulent Waters of CME

Commercial support, nontraditional regulators, maintenance of compe tence, repositioning continuing medi cal education (CME) — one can’t open a trade publication these days without being bombarded with doom and gloom about medical education. Many aspects of CME are being debated, and — whether or...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

CME Guidelines: Where Are They Taking Us?

These are confusing times in the pharma ceutical field for all stakeholders when it comes to determining whether CME activities are “within guideline.” Some of the guidelines leave room for interpreta tion, challenging the industry at large to understand, interpret, and comply. Additionally, new ...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Adapting to New Guidelines: Pharma Manufacturers and Medical Ed Companies

refining the various educational messages that will need to be delivered throughout the com mercialization process. Building a medicaledu cation strategy in parallel with the clinical development strategy can provide a significant competitive advantage. Not only does it enable the pharma company ...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Strategic Integration: Messages, Minds, and Market Readiness

Publication planning has long been a critical pillar in the marketing of a new drug, defining key mes sages, audiences, and journals. But what gives the publication program the power to change minds and prepare markets is its underlying scientific rationale and the corps of thought leaders who gi...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Survival Tactics for Medical-Education Companies Breaking Into the Industry

MEDICAL EDUCATION AND COMMUNICATION COMPANY ISSUES Survival Tactics for MedicalEducation Companies Breaking Into the Industry advisory board, and learn what really drives market and brand share. As a partner, the challenge is to anticipate new trends before the competition does, and create soluti...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Educational Interventions for Changing Physician Behavior

Ask around and see what people say when you pose the question, “What are the goals of medical education?” Responses will most likely vary from “to impart information to physicians” to “to improve outcomes for patients,” and many others in between. While none of these responses is likely to be wro...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Medical Education: It's Not Just for Doctors

I n case you haven’t noticed, healthcare has undergone some pretty significant changes in the last few years. The days of the doctor being the sole decisionmaker are virtually over. Just listen to some of the lines from DTC advertising: “Ask your doctor about …” or “Partner with your doctor …” Im...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Positioning Your Company in the New CME Environment

Despite the concerns and negative press surrounding industry involvement in continuing medical education, industry support is more important than ever before. Public funding is limited, and industry supplements this deficit by con tributing more than half of all funding received for CME. With mor...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Carpe Diem in Multicultural CME

In a recent study conducted by Enable Healthcare, practitioners had an opportuni ty to shed light on a variety of multicultur al topics, such as the impact of “folk medicine” and language barriers on patient care. The eightmonth study offers keen insight into how physicians perceive multicultural...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Is Medical Education the Snake Oil of the 21st Century?

Michael A. Barnett, M.D., Ph.D. VP, Director of Medical and Scientific Affairs INDUSTRY ISSUES W hile good education can help physicians make better decisions for their patients, some of the medical educa tion being offered today simply takes up valuable time with thinly veiled product sells. Rec...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

CME Changes Physician Practice and Improves Patient Care

16 O c t o be r 2 00 3 VIEW on Medical Education Continuing medical education is essen tial to the professional development of physicians. It is an extension of the formal medical school process and it ensures physicians remain uptodate with the latest scientific, medical, and clinical data. This...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

Letter from the Publisher

PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh MANAGING EDITOR Denise Myshko DIRECTOR OF SALES Darlene Kwiatkowski Copyright 2003 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume One, Number One VIEW is published as a supporting publication to PharmaVOICE whic...
By PharmaVoice Team • April 14, 2009
PharmaVoice Team/PharmaVoice

The Perils of Imprecise Forecasting

Contributed by Eric Levin, Senior VP, Princeton Brand Econometrics The ability to market products is directly related to how well a business can forecast outcomes based on alternative courses of action. Most pharmaceutical companies cannot do this very well. A forecaster whose science accurately ...
By Eric Levin • March 25, 2009