Commercialization: Page 88

PharmaVoice Team/PharmaVoice

PharmaOutlet

When launching a newproduct, marketers tend to focus on core audiences such as the physician and the patient, and on the clinical aspects of the drug, highlighting safety and clinical effectiveness. These factors are essential to a successful launch, but there are two additional fac tors that are...
By PharmaVoice Team • April 24, 2008
PharmaVoice Team/PharmaVoice

What's on Your Mind: Opinions

A bold, broad, unapologetic proclamation of benefits The most significant thing PhRMA and its constituent members can do is adopt a stronger, more assertive, and more proactive voice in the public debate over health and healthcare choices and expenditures. Past efforts to justify industry pricing...
By PharmaVoice Team • April 24, 2008
PharmaVoice Team/PharmaVoice

Integrated marketing: Creating a Unified Strategy

TODAY’S ECONOMIC ENVIRONMENT and the EVOLVING DYNAMICS of complex marketing messages are DRIVING THE NEED for INTEGRATED MARKETING Communications THE STRATEGISTS … JASON BACHARACH. VP, marketing, Grafica Inc. and GraficaInteractive Ltd., part of GraficaGroup, Chester, N.J.; GraficaGroup consists ...
By PharmaVoice Team • April 24, 2008
PharmaVoice Team/PharmaVoice

Behind the mirror: The science — and art —of market research

BEHIND THE MIRROR: The Science — and Art — of Market Research Tapping into the psyche of physicians and consumers is critical in today’s competitive environment. The challenge is to meld qualitative and quantitative research methodologies to gain meaningful results and actionable tactics to reach...
By Denise Myshko • April 24, 2008
PharmaVoice Team/PharmaVoice

The Patient Connection

PATIENT ADVOCACY GROUPS are a force to be reckoned with. These groups are invaluable partners to help pharmaceutical companies reach out to patients and physicians. By working with patient advocacy groups and professional organizations, pharmaceutical companies have the opportunity to inform thou...
By PharmaVoice Team • April 24, 2008
PharmaVoice Team/PharmaVoice

Pharmacogenomics: The Right Medicine for the Right Patient

ON THE EVE OF THE 50TH ANNIVERSARY OF PUBLICATION OF THE DOUBLE-HELIX DNA, PHARMACEUTICAL RESEARCHERS ARE EMBRACING PHARMACOGENICS AS AWAY TO DISCOVER AND TEST NEW MEDICINES THAT COULD LEAD TO AN ENTIRELY NEW WAY OF TREATING DISEASE. The one-drug-fits-all approach to medicine is soon expected to ...
By PharmaVoice Team • April 24, 2008
PharmaVoice Team/PharmaVoice

PharmaTrax

SALES, MARKETING, AND R&D TRENDS AFFECTING THE HEALTHCARE INDUSTRY Government and Consumer Studies CONFIRM VALUE OF DTC ADVERTISING A Center for Medicare and Medicaid Services study shows that prescription drug costs account for only 10 cents of the nation’s total healthcare dollar. Other hea...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

For Art's Sake

Creativity is where one finds it, as this month’s selections certainly prove. Industry experts have identified two Websites and a direct to consumer spot as excellent examples of how the creative process of design and message development can be used to inform and motivate healthcare professionals...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

PharmaOutlet

Meeting the Maturity Boom Contributed by Robert Preston In marketing, forecasting the future doesn’t require a crystal ball. Demographics is destiny, they say, particularly when it comes to pharmaceutical products. Never has that been more clearly the case than now, as the first of the baby boome...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

PharmaCase

Making a case for WEB-TECHNOLOGY Web-Enabled Appointment System and Promotions Program Defers Cost of New Facility ADVANTA SOLUTIONS’ WEB-ENABLED APPOINTMENT SYSTEM HELPED BIOLIFE IMPROVE CUSTOMER SERVICE AND STREAM LINE BUSINESS PROCESSES, WHILE SOLVING A MARKETING PROBLEM BY OBTAINING MORE DONA...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

Opinions

Industry conferences — to attend or not to attend is the content question According to Biomedical Market Newsletter Inc., there were more than 500 medical events already scheduled between Jan.27 and Feb. 28,2003 (444 for just the month of February) — and more are being added every day. On average...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

Letter from the Editor

One voice, one message The rising cost of promotion coupled with diminishing returns require new and smarter strategies that deliver greater access to physicians and communications effectiveness . According to InfoMedics, in 2000 alone, the U.S. pharmaceutical industry spent almost $14 billion pr...
By Taren Grom • April 22, 2008
PharmaVoice Team/PharmaVoice

Creating Customer-Centric Brand Strategies

Creating CUSTOMER-CENTRIC Brand Marketing Strategies Building and strengthening customerrelationship tactics can help companies maintain their edge and gain a competitive advantage. IN AN EXCLUSIVE INTERVIEW WITH PHARMAVOICE, AMY ASHKENAZI-KIMMEL, SENIOR DIRECTOR OF STRATEGIC ALLIANCES AND BUSIN...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

The PR Connection

THE PR CONNECTION BY ELISABETH PENA PUBLIC-RELATIONS strategies are essential to helping rebuild the industry’s tarnished image and repair an eroded sense of trust. MARITA GOMEZ … One of the most common misconceptions about PR is that it is just about press releases — PR is much more than that. P...
By Elisabeth Pena • April 22, 2008
PharmaVoice Team/PharmaVoice

Managing the Sales Relationship

THE PHARMA CEUTICAL SALES REP IS UNDER PRESSURE . Increasing constraints on physicians’ time, greater competition in therapeutic areas, and growth in the size of sales-forces all combine to make the rep’s job harder. Industry data show salesforces at pharma companies have doubled in recent years ...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

Is Bigger Better?

IS BIGGER BETTER? IT’S THE QUESTION THAT JUST DOESN’T GO AWAY. A larger organization may be in a better position to survive attrition for a longer period, but in an industry where innovation is expected to be the driver of success for the long term, BIGGER MAY NOT ALWAYS BE THE WAY TO GO. BY DEN...
By Denise Myshko • April 22, 2008
PharmaVoice Team/PharmaVoice

Talent Pool

Pharma POOL Dr. Milind DESHPANDE Achillion Pharmaceuticals Creates VP, Drug Discovery,Position Achillion Pharmaceu ticals Inc. has promoted Milind Deshpande, Ph.D., to VP of drug dis covery. Achillion, New Haven, Conn., is a privately held pharmaceutical company focused on the discovery, developm...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

E-Media

E-MEDIA NEW ELECTRONIC AND WEBBASED APPLICATIONS, SITES, AND TECHNOLOGIES MD net guide Launches PSYCHIATRY E-NEWSLETTER The MD net guide Psychiatry e-newsletter has been launched, targeting the 1,650 office-based psychiatrists who receive the MD net guide — Psychiatry Edition print publication. “...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

What's New

WHAT’S NEW NEW HEALTHCARERELATED PRODUCTS, SERVICES, AND COMPANIES Grey Healthcare Group Establishes Global Franchise for ONCOLOGY-FOCUSED BRANDED COMMUNICATIONS Grey Healthcare acquires Darwin Medical Communications to provide oncology-related communications and to establish a medical education...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

PharmaTrax

PHARMA TRAX SALES, MARKETING, AND R&D TRENDS AFFECTING THE HEALTHCARE INDUSTRY Survey Reveals PHYSICIANS NOT PLEASED with PhRMA Guidelines Meetings and events are effective ways for pharma companies to convey their messages to doctors. But, according to a Verispan study — Sales Force Effectiv...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

For Art's Sake

CREATIVE review For Art’s Sake Marketers use all types of techniques to captivate potential audiences — from sex to iconography to great visuals and snappy text. This month’s selection of notable ads are great examples of each. Pfizer Inc.’s DTC ad for Lipitor, developed by Merkley Newman Harty...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

PharmaOutlet

Contributed by Joseph Doyle WHAT BUSINESS ARE WE REALLY IN? Many people might still think we are in the business of producing and selling pills. Those in the industry who continue to have this frame of reference propel us the way of the railroads, which did not realize until too late that they w...
By PharmaVoice Team • April 22, 2008
PharmaVoice Team/PharmaVoice

From the Bedside to the Sales Side

FROM BEDSIDE to the SALES SIDE Making the Switch from PATIENT CARE to SALES and MARKETING BY ELISABETH PENA A more stable lifestyle, an outlet for creativity, and the ability to impact a larger number of patients are some of the reasons a growing number of healthcare professionals are making the...
By PharmaVoice Team • April 21, 2008
PharmaVoice Team/PharmaVoice

The Change Managers

The Change Managers BY DENISE MYSHKO COMPANIES ARE FINDING THAT USING behavioral science IS AN EFFECTIVE WAY TO MOTIVATE EMPLOYEES, DOCTORS, AND PATIENTS TO CHANGE INGRAINED BEHAVIORS. ABOVE ALL, AS SOME PHARMA COMPANIES HAVE FOUND, BEHAVIORAL MANAGEMENT CAN INCREASE PATIENT COMPLIANCE. QUOTE: By...
By PharmaVoice Team • April 21, 2008
PharmaVoice Team/PharmaVoice

Bring in the Middlemen

Third-party consultants are an enduring part of the business landscape. These independent mediators can HELP MANAGE THE RELATIONSHIP BETWEEN CLIENTS AND SUPPLIERS, creating a MORE EFFECTIVE AND LONG-LASTING PARTNERSHIP. BY KIM RIBBINK OUTSOURCING is a way of life for the pharmaceutical industry. ...
By PharmaVoice Team • April 21, 2008