Commercialization: Page 81
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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 -
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
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