Commercialization: Page 79

PharmaVoice Team/PharmaVoice

Predicting the Future The Business Case for Forecasting

By Kim Ribbink Risk is an inherent part of the pharmaceutical business — risk of failure in clinical trials, risk that a product won’t achieve regulatory approval, risk that a product underperforms in the market, and risk of withdrawal after adverse reactions and the costly lawsuits that can foll...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

CMO: A Seat at the Agency Table

BY ROBIN ROBINSON The title of chief marketing officer or chief strategy officer has existed in other industries for years, and the position has been used with increasing frequency within larger consumer advertising agencies, but within the realm of pharmaceutical and healthcare advertising these...
By Robin Robinson • March 25, 2009
PharmaVoice Team/PharmaVoice

Table of Contents

In Every Issue 3 Letter from the Editor 8 Upfront A brief review of industry news at press time 34 PharmaOutlet Kit Howard looks at what makes professional certification valuable. 36 PharmaTrax Sales, marketing, and R&D trends from industry analysts 38 What’s New New healthcare-related produc...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

Talent Pool

Pharmaceutical POOL Dr. Charles BOWDEN Peter TAM Vivus Announces Two Promotions Vivus, a pharmaceutical company dedicated to the development and commercialization of novel therapeutic products, has promoted two of its senior executives. Charles Bowden, M.D., has been promoted to senior director, ...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

E-Media

New electronic and web-based applications, sites, and technologies Knexus Provides Business-to-Business Social Media Platform Knexus Tech has introduced a business-to-business (B2B) social media platform that gives companies a quick, easy way to engage busy business professionals with quality ins...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

What's New

New healthcare-related products, services, and companies TGaS Advisors Offers Regulatory Service TGaS Advisors has launched the next generation of its Commercial Compliance Benchmark (CCB) to help companies navigate in a demanding and evolving regulatory environment. The new benchmark expands and...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

PharmaTrax

Sales, marketing, And R&D Trends affecting the healthcare industry Verified Physicians Ensure Quality Data As online physician panels gain popularity among pharmaceutical and medical device companies that conduct Web-based surveys, research shows there is little interest in verifying that the...
By PharmaVoice Team • March 25, 2009
PharmaVoice Team/PharmaVoice

Letter from the Editor

Where do we go from here? There’s no getting away from it. It dominates the news. Everybody is talking about it. It, of course, is the economy. “Now, more than ever, in these economic times …" seems to be the theme of every news story (hard and soft), financial pundit, TV program, commercial, etc...
By Taren Grom • March 25, 2009
PharmaVoice Team/PharmaVoice

Improving Health Literacy

The statistics are staggering: As many as 90 millions Americans are functionally healthcare illiterate and low health literacy skills cost the U.S.health system about $73 billion.The industry is beginning to school itself in ways to address this national healthcare issue. BY TAREN GROM The health...
By PharmaVoice Team • March 17, 2009
PharmaVoice Team/PharmaVoice

Elaine Riddell: Measuring Up

LEADING A MULTIMILLION DOLLAR COMPANY AND ENSURING ITS SUCCESS TAKES SEVERAL KEY CHARACTER TRAITS. Clearly there is a need for vision, courage, and the intelligence to identify personal strengths and weaknesses. Add to this mix a passion for the job to inspire managers and staff. “I don’t know wh...
By PharmaVoice Team • March 17, 2009
PharmaVoice Team/PharmaVoice

Improving Physician/Patient Communications

A physician desperately tries to stay in touch with the experiences in her life that inspired her to become a healer. This has become more difficult as her work load increases, as she becomes burdened by phone calls and paperwork, and as patient “requests” make her feel more like a bureaucrat tha...
By PharmaVoice Team • March 17, 2009
PharmaVoice Team/PharmaVoice

Managing Managed Care

PHARMACEUTICAL COMPANIES FACE A MAJOR CHALLENGE: recruiting and training sales reps for their managed care business. Today, there’s much more to courting man agedcare companies, let alone gaining a contract and keeping it. “I have been in this business since 1987, when our focus was staff model H...
By Deborah Ruriani • March 17, 2009
PharmaVoice Team/PharmaVoice

Table of Contents

4 March 2009 VIEW on Advertising TABLE OF CONTENTS Table of Contents 3 6 16 17 18 20 22 24 26 28 30 32 Letter from the Editor The Forum Navigating New Channels: Traditional print and broadcast ad media face increasingly difficult financial restrictions and tough regulatory scrutiny, pushing the p...
By PharmaVoice Team • March 13, 2009
PharmaVoice Team/PharmaVoice

Mentoring — A Necessity

30 March 2009 VIEW on Advertising TALENT DEVELOPMENT Agencies are facing difficult times as client budgets decline, reflecting the uncertainty of the economy. How can agencies cut costs, increase efficiencies, retain talent, and thereby remain competitive? Better Mentoring Can Help Many of us hav...
By PharmaVoice Team • March 13, 2009
PharmaVoice Team/PharmaVoice

A New Odyssey to Rediscover Mentoring

VIEW on Advertising TALENT DEVELOPMENT For those who recall their classical literature, the term “mentor” is a bit dated. It traces back 2,800 years or so to The Odyssey in which Ulysses asks his trusted servant, Mentor, to provide his son with instruction that covers “every facet of life — physi...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Creating Effective Messaging Through Social Media

26 March 2009 VIEW on Advertising SOCIAL MEDIA Early in my career, my manager at a pharmaceutical consulting firm offered some sage advice on the way to one of my first client meetings. He told me: “You can ask the client what she wants, but it is your job to tell her what she needs.” During the ...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Wanted: a New Kind of Agency Person

24 March 2009 VIEW on Advertising AGENCY OUTLOOK M any agencies operate just fine and produce terrific work by following the classic agency model: strategy is the turf of account planners and account directors, and execution is the domain of the creatives.And, to be honest, most account and creat...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

It's Time to Take Our Heads Out of the Sand

22 March 2009 VIEW on Advertising AGENCY OUTLOOK s pharmaceutical marketers and advertisers, we are obligated to ensure that consumers receive reliable and trustworthy information about our brands and products.And while we are very effective at this across traditional media channels, in the onlin...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Traffic Ahead: Hit The Brakes or Hit The Accelerator

20 March 2009 VIEW on Advertising AGENCY OUTLOOK The distance between the brake and accelerator on my pickup is only 3.45 inches. But the results of hitting one or the other are dramatically different. And in the new realities of the healthcare marketplace, marketing brand teams are now staring d...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

You Can Only Do So Much Via Text Messaging…

18 March 2009 VIEW on Advertising AGENCY OUTLOOK We now live in a age of instant communication gratifica tion. Texting and Twittering and FaceBook status has all but guaranteed that one is never out of touch. Never. How many of us scurry for our iPhones and BlackBerrys before the plane has even t...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Channel Planning Is Integral To Strategy in the Changing DTC Environment

Even with growing budgetary pressures and increased public scrutiny, mass media is still a critical element of a successful marketing mix. Mass media helps to build awareness, educate and inform and, importantly, initiate information searches and drive attention to other brand assets. While strat...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

The New Melting Pot

16 March 2009 VIEW on Advertising AGENCY OUTLOOK J ust as America is the great melting pot, so now is the great Amer ican advertising agency. No longer the stereotypical stomping grounds portrayed in AMC’s show Mad Men, today the ad agen cy is a hotbed of talent, whose members span every generati...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Supplier Showcase

32 March 2009 VIEW on Advertising Showcase AbelsonTaylor, Inc. 33 W. Monroe Ste. 600 Chicago, IL 60603 Phone: 3128945500 www.abelsontaylor.com Extra Strength Branding The largest independently owned medical agency in the world? AbelsonTaylor. An agency that specialized in pharma, biotech, and onc...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Letter from the Editor

hannel marketing is not a new concept. What is new is the network broadcasting the message. Based on her interviews with several pharmaceutical marketing executives, Carolyn Gretton, editor of this month’s Forum, reports that pharmaceutical companies and their healthcare advertising agencies are ...
By PharmaVoice Team • March 12, 2009
PharmaVoice Team/PharmaVoice

Talent Pool

78 J a n u a r y / F e b r u a r y 20 0 2 PharmaVOICE to Dr. Lars Ekman, president of bio pharmaceutical R&D. Dr. Pilgrim received her M.D. and Ph.D. from Oxford University. Robert P. LUCIANO LongServing Executive Retires from ScheringPlough Board Chairman emeri tus and a director of Schering...
By PharmaVoice Team • March 11, 2009