Commercialization: Page 84

PharmaVoice Team/PharmaVoice

E-Media

NEW ELECTRONIC AND WEB BASED APPLICATIONS, SITES, AND TECHNOLOGIES inVentiv Health has relaunched The Rx Law Book, an online library that provides pharmaceutical companies with convenient, centralized access to comprehensive state and federal regulatory information pertaining to product marketing...
By PharmaVoice Team • Sept. 30, 2008
PharmaVoice Team/PharmaVoice

PharmaOutlet

Listen to the debates on Capitol Hill about DTC advertising and what’s the focus? TV spots. Look at the FDA’s proposal to study how DTC ads convey risk information and what’s the focus? TV spots. Ask a good number of marketers what DTC is and you’ll probably hear it again: TV spots. It’s true tha...
By David Levin • Sept. 30, 2008
PharmaVoice Team/PharmaVoice

UpFront

VOTE 2008 Healthcare Among Top Concerns TNS Healthcare reveals that voters will pay very close attention to healthcare topics while determining which candidate to support this November. Overall, Americans rank healthcare topics among the top issues to consider when choosing the next president, al...
By PharmaVoice Team • Sept. 30, 2008
PharmaVoice Team/PharmaVoice

Raise Your Voice: Letters

Mobile Marketing The May article “At the End of the Day, Mobile Marketing Is On Its Way. Are You Ready?” focused on mobile marketing to consumers. Based on our experience at Epocrates, we’d like to share some of the lessons learned by those already doing mobile messaging to physicians. Brands mar...
By PharmaVoice Team • Sept. 30, 2008
PharmaVoice Team/PharmaVoice

Letter from the Editor

Business not as usual. This month’s Forum — Virtual Pharma: Cheaper, Faster, but Doable? — hits a chord particularly close to home to us at PharmaVOICE. Over the past eight years, we’ve witnessed more than just a few companies coming to a virtual reality. In fact, Stan Bernard of Bernard and Asso...
By Taren Grom • Sept. 30, 2008
PharmaVoice Team/PharmaVoice

Marketing Inside the Lines

THE FORUM The industry has responded by drafting its own rules of conduct. In July, the Pharmaceutical Research and Manufacturers of America (PhRMA) released a revised version of its 2002 Code on Interactions with Healthcare Professionals, a set of voluntary guidelines designed to ensure the foc...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Table of contents

Letter from the Editor The Forum Marketing Inside the Lines: As traditional pharmaceutical marketing methods experience increased government scrutiny and tightened guidelines, the industry is striving to balance compliance with creativity in delivering information to healthcare professionals. Com...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

A Strategy for Simplicity

42 September 2008 VIEW on Marketing STRATEGIC PLANNING As an agency, we’ve seen many marketing communications plans the size of telephone books. Heck, we’ve even helped create them. But just because a plan is comprehensive, does that mean it’s strategic? The truth is, that all of the data, all th...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Biologic Product Launches Considering Patients, Prescribers, & Payers

40 September 2008 VIEW on Marketing PRODUCT LAUNCHES Less than a decade ago, biologics were prescribed for only rare genetic diseases. Now these novel therapies are used to treat a host of more common conditions, including cancer, diabetes, multiple sclerosis, and rheumatoid arthritis. In fact, o...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Building a Market Value Plan

38 September 2008 VIEW on Marketing PAYER MARKETS With hurricane season at its peak, one might wonder, “What will the prevailing winds bring to the pharmaceutical, biotech and medical device industries, and how can manufacturers weather the storms?” In recent years, three major trends have emerge...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Making the Shift From Adherence to Self-Management

36 September 2008 VIEW on Marketing PATIENT EDUCATION When 38% of a brand’s sales are lost to nonadherence, * perhaps the current approach to treatment adherence is not as effective as it could be. Shifting the focus of adherence programs away from the patient as an observer and toward the patien...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Building a Better Adherence Program

34 September 2008 VIEW on Marketing PATIENTCENTRIC MARKETING To quote C Everett Koop, M.D., the former U.S. Surgeon General, “Drugs don’t work in patients who don’t take them.” The high level of nonadherence in the U.S. today poses a major obstacle to achieving optimal health outcomes for patient...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Patient Journey Marketing

32 September 2008 VIEW on Marketing PATIENTCENTRIC MARKETING Patient journey marketing is a new take on patient centric marketing that seeks to form loyal, lasting relationships with individual patients. It is founded on the fundamental belief that every patient who is diagnosed with a serious di...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Creating Power Messages Finding the Right Words to Drive Brand Performance

30 September 2008 VIEW on Marketing MESSAGE DEVELOPMENT The messages conveyed in promotional materials are often how physicians, consumers and payers first experience a brand — and they remain a powerful force in shaping how stakeholders view a product throughout its life. The words chosen to exp...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

A Case Study Fully Optimized Media Integration

28 September 2008 VIEW on Marketing MEDIA INTEGRATION The Opportunity… A global pharmaceutical company engaged in the development, manufacture and marketing of its products had very specific marketing needs when it came to reaching healthcare professionals. For traditional media vehicles, such as...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Going "Live" in the Digital Age

26 September 2008 VIEW on Marketing EDUCATIONAL MARKETING An often asked question is whether the popularity of “going digital” — beaming images across the Internet — will spell the end of live presentations in the pharmaceutical industry. The answer, in a word, is “no.” Using digital media can en...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Adapting to the Changing Healthcare Marketplace

VIEW on Marketing September 2008 CUSTOMERCENTRIC MARKETING Since its inception, the pharmaceutical industry has achieved tremendous success on a variety of levels. It has provided revolutionary clinical advances in a great many therapeutic areas. However, in recent years the success of pharmaceut...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Focusing on the Physician-Patient Dialogue

24 September 2008 VIEW on Marketing CUSTOMERCENTRIC MARKETING Patient adherence is an area that pharmaceutical marketers struggle with on a daily basis. Despite best efforts, many patients do not take their medications as directed. In fact, no therapeutic category is immune — all suffer from this...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

I Guess We Are Going to Have to Create a Brand After All

22 September 2008 VIEW on Marketing CREATIVE Let’s face it: marketing pharmaceuticals just ain’t what it used to be. Gone are the glorious days of blockbusters, problems solved before we even knew they existed, and doctors who controlled the products being used. Today, we have payers who tell doc...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

The Road to Success Patient-Centric Approaches Across the Brand Journey

20 September 2008 VIEW on Marketing COMMERCIAL EFFECTIVENESS Spotting continuity errors in films — such as when a character’s hairstyle changes inexplicably in the middle of a scene — can be rather amusing, and there are now entire websites devoted to sharing these little anomalies. But continuit...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Recontextualization

18 September 2008 VIEW on Marketing BRAND POSITIONING It has already been nearly a decade since Malcolm Gladwell’s book, “The Tipping Point: How Little Things Can Make a Big Dif ference,” made such a huge impact on marketers. In his break through book, Gladwell devoted two chapters to explaining ...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

The Six Step Blockbuster Marketing Recovery Program

16 September 2008 VIEW on Marketing BRAND OPPORTUNITIES The days of legendary blockbuster launches and their massive budgets are fewer and farther between in the present. The party is pretty much over. As trends indicate, we are shifting from a blockbuster model of primary care, single indication...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Supplier Showcase

Showcase 46 September 2008 VIEW on Marketing AmerisourceBergen Specialty Group AmerisourceBergen Corp. 3101 Gaylord Pkwy. Frisco, TX 75034 Phone: 8664083761 www.absg.com The Specialty Pharmaceutical Industry’s Essential Business Partner For pharmaceutical manufacturers, healthcare organizations, ...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Letter from the Editor

Now, 50 years later, David Norton, company group chairman of Johnson & Johnson’s pharmaceuticals group, said in the organization’s July statement: “Doctors rely on accurate and appropriate information about new medicines to provide the best possible care to their patients. The changes to the ...
By PharmaVoice Team • Sept. 16, 2008
PharmaVoice Team/PharmaVoice

Table of Contents

4 September 2008 PharmaVOICE Leveraging Postapproval Research The postapproval landscape has changed for pharmaceutical manufacturers. Craig Eslinger of PPD addresses how data obtained in postmarketing safety surveillance can be used to a company’s advantage. 46 The Growing Influence of Global Pa...
By PharmaVoice Team • Aug. 27, 2008