Commercialization: Page 81

PharmaVoice Team/PharmaVoice

For Art's Sake

There are a handful of “classic” pharmaceutical healthcare ads. Ads that stand the test of time and follow the basic tenets of good advertising. Once again, Abelson-Taylor’s ad campaign for Hytrin has been identified as such a classic. According to Don Martiny, the Hytrin Balloon campaign, which ...
By PharmaVoice Team • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

PharmaOutlet

A WHOLE NEW MEANING TO JUNK MAIL If you are depressed that the only things you seem to receive in the mail are bills, there may be a cure. Last summer, some sales representatives in southern Florida allegedly orchestrated a promotional scheme, with the cooperation of one or more physician practic...
By Brian P. Waldman • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

PharmaCase

Making a case for PATIENT EDUCATION Patient ed project puts pharma company on ‘Write track’ with cancer patients EVER CONSIDER PITCHING YOUR BOSS ON A LARGE-SCALE PATIENT EDUCATION PROJECT THAT: A.) WOULD BE VERY EXPENSIVE, B.) WOULD NOT DIRECTLY SUPPORT ANY OF YOUR PRODUCTS, AND C.) WOULD DEFY A...
By PharmaVoice Team • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

What's on your mind: Opinions

OPINIONS Information standards In the November/December issue of PharmaVOICE, we asked if the Food and Drug Administration should consider relaxing its standards for press releases about drug approvals, which currently are almost always considered a promotion. The regulatory agency issued a call ...
By PharmaVoice Team • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

Raise Your Voice: Letters

LETTERS Two critical areas of success Missed Opportunities Your article on “The Patient Pipeline” highlighted many of the difficulties in patient accrual and retention. Unfortunately the solutions in my opinion missed two critical success factors. As CEO and cofounder of MCSI, the largest U.S.-b...
By PharmaVoice Team • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

Letter from the Editor

Funding in a closed space The healthcare private equity market was down in 2002, and industry experts don’t expect a gr eat deal of improvement in 2003. Venture capital firms are sit ting on massive funds and are still doing deals, but according to Russell LaMontagne, president and founder of Cor...
By Taren Grom • Feb. 22, 2009
PharmaVoice Team/PharmaVoice

Information Technology: Tracking the E-Volution

Pharmaceutical companies have long term plans, they have products that take a long time to develop, a long time to test to gain approval, and they have a shelf life. But technology moves so much faster than that. So the industry as a whole has had to adopt to the speed of technology. IAN CROSS BY...
By PharmaVoice Team • Feb. 21, 2009
PharmaVoice Team/PharmaVoice

Middle Markets

Blockbuster drugs are sexy, exciting, and they generate widespread attention. They monopolize the advertising budgets of their marketers and developers, who work to ensure that their attributes are seen by millions of consumers via television and in magazines. As a result of the Herculean promoti...
By Deborah Ruriani • Feb. 21, 2009
PharmaVoice Team/PharmaVoice

The Practice of Public Relations

When effectively managed, public relations creates unique opportunities for marketers to provide con sumers and healthcare professionals with immediate and thorough drug and healthcare information. The healthcare publicrelations market in the United States grew 30% last year and is now valued at ...
By PharmaVoice Team • Feb. 21, 2009
PharmaVoice Team/PharmaVoice

Talent Pool

business operation functions and reports to TPNA President Alan MacKenzie. “We are delighted to have Mark join our executive team,” Mr. MacKenzie says. “He will play an important role in TPNA’s contin ued growth and his extensive background and general management experience in the phar maceutical...
By PharmaVoice Team • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

PharmaTrax

Aging female population presents NEW CHALLENGES in HRT MARKET The growing number of postmenopausal women translates into new challenges for clinicians and is leading to increased focus on the hormone replacement therapy market. Hormone Replacement Therapy, a study from Decision Resources Inc., id...
By PharmaVoice Team • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

For Art's Sake

Creative Review Wow! If a picture could say a zillion words, it would be this one. Don’t get mewrong, I’m a lover and strong advocate for incredibly intriguing copy, but when there is an image like this one — how could one not be affected? This picture couldn’t depict empowerment,strength,and the...
By PharmaVoice Team • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

PharmaOutlet

Brand is not a color or a single image or a typeface. It is also not a cartoon character, illustration, or icon. While these are all elements of branding, when considered individually, they merely represent a product or service. A brand is a promise — a promise of benefit to your tar get audience...
By Mike Myers and Guy Mastrion • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

What's on Your Mind: Opinions

Is a fee based appointment plan a reasonable strategy? In the September/October issue, PharmaVOICE asked readers to respond to a recent program being implemented by a Cincinnatibased physician group. Queen City Physicians group created a separate, limited liability corporation to schedule 10 minu...
By PharmaVoice Team • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

Raise Your Voice: Letters

RAISE your voice Great article. It reminds me that it is necessary to always push the envelope of acceptable to achieve the exceptional. What we create should not be “unsurpassed efficacy” but rather an experience. Unfortunately what I see are designers who have the drive but clients who fear str...
By PharmaVoice Team • Feb. 17, 2009
PharmaVoice Team/PharmaVoice

Table of Contents

4 S e p t e m be r / O c t o b e r 2 00 1 PharmaVOICE The promise of things to come The Internet’s future potential is in its infinite ability to allow marketers to develop personalized messages 48 Conquering the market, one segment at a time Cytyc’s launch of the ThinPrep System is making an imp...
By PharmaVoice Team • Feb. 16, 2009
PharmaVoice Team/PharmaVoice

Global Branding: Is the Industry Ready for the Real Thing?

Some argue that pharmaceutical brands cannot be compared with fastmoving consumer goods because of regulatory issues, patent constraints, pricing practices, and diverse market segments. Others contend that pharmaceuticals are fast moving consumer goods and should be viewed as commodities worthy o...
By PharmaVoice Team • Feb. 16, 2009
PharmaVoice Team/PharmaVoice

Training on the Brand Manager Level: a Path Less Traveled

“The marketplace was screaming bloody murder for our product, and our competitor was eating our lunch as it tried to gobble up market share with a similar product. I was forced to work around the clock just to stay afloat. I was managing strategic planning for the brand, creating Dear Doctor lett...
By Deborah Ruriani • Feb. 16, 2009
PharmaVoice Team/PharmaVoice

Talent Pool

Pharma POOL David Albachten Novo Nordisk promotes senior executive to VP, managed care, trade and government Novo Nordisk Pharmaceuticals Inc. has promoted David Albachten to VP, managed care, trade and government. Mr. Albachten was associate VP. Martin Soeters, Novo Nordisk president says: “The ...
By PharmaVoice Team • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

What's New

WHAT’S NEW NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES The OmniLog ID Microbial Identification System, which includes proprietary software and sophisticat ed hardware, is designed to automate and simplify the process of characterizing and identifying a wide range of aerobic bacteria. ...
By PharmaVoice Team • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

For Art's Sake

Creative Review The Hytrin Balloon is the “Ad I Wish I’d Done,”says Jeff Lipman.The borrowed interest is a simple and telegraphic approach for BPH.Every detail of the imagery, from the color and shadow to the high lights, was meticulously thought out.The payoff headline, “Free the Flow” works in ...
By PharmaVoice Team • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

PharmaOutlet

EP … IT’S THE CREATIVE! That magical stuff that takes a molecule and makes it into a brand. The stuff that sticks to the roof of your customers’ brain. And interest ingly, it’s really one of the only things that pharmaceuti cal companies haven’t been able to create for themselves. Creativity is w...
By John J. Nosta • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

Raise Your Voice: Letters

In this country, for the most part, we’ve gotten away from arranged marriages. Why? They don’t work. Not for the couple getting married. Those two people want their voice to be heard. They want to determine their future. We all do. The best client agency relationships, like marriages, are those w...
By PharmaVoice Team • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

Letter from the Editor

PUBLISHER Lisa Banket EDITOR Taren Grom CREATIVE DIRECTOR Marah Walsh CONTRIBUTING EDITORS Diane Hoffman Virginia Kirk Denise Myshko Kim Ribbink Deborah Ruriani Copyright 2001 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume One, Number Two PharmaVoice is published six times per yea...
By Taren Grom • Feb. 12, 2009
PharmaVoice Team/PharmaVoice

Table of Contents

6 J u l y / A u gu s t 20 01 PharmaVOICE CSOs: Not just hired guns Contract sales organizations have come a long way to stay a step ahead of their clients’ needs 34 Unleashing the power of Nexium AstraZeneca marketers are positioning the company’s new proton pump inhibitor to replace Prilosec, th...
By PharmaVoice Team • Feb. 11, 2009