Commercialization: Page 80
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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 -
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
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