ePrescribing: What Role Should Pharma Play?

A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the "balance of power" between physicians, pharma companies, and payers at the point-of-care.

The Truth About the Drug Companies: What To Do About It

You can't go to a pharma industry conference these days without hearing at least one expert speaker recommending that pharma executives read the book 'The Truth About the Drug Companies: How They Deceive Us and What to do About It,' written by Marcia Angell, MD, former editor in chief of The New England Journal of Medicine. This review includes several point-counter point views regarding Angell's arguments by pharmaceutical and healthcare experts, including members of the PHARMA-MKTING online discussion group.

Creating a Successful DTC Campaign on the Inside

While most major direct-to-consumer (DTC) advertising campaigns in the medical device and pharmaceutical industries are created and managed by outside agencies, outsourcing a DTC marketing campaign can be expensive. When budgets are lean-as they are in today's marketplace-marketers need to look at how much can be done with in-house resources. But with fewer people being asked to do more than ever, how does a company handle bringing more of the work in-house?

The New Written Prescription: Leveraging Technology to Measure Change in Physician Behavior as it...

New Written Prescriptions (NWRx's), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx. This article highlights real world examples of the differences between analyses performed using ImpactRx's NWRx's for patients new to or switching therapy versus those using traditional dispensed new prescription data.

OpEd: Vioxx Withdrawal and the “Me-Too Drug Domino Effect”

Vioxx Withdrawal and the "Me-Too Drug Domino Effect" OpEd by John Mack Merck's "voluntary" withdrawal of Vioxx...

Pharma eMarketing: A Level Playing Field or a Killing Field?

Why is pharma so conservative when it comes to using technology for marketing purposes? Is it ROI concerns? Not invented here syndrome? Or is it something else?

Effective Pharma Adherence Programs Start With The Patient

Patient compliance may be a core objective for pharma marketers, but an international quorum of compliance experts at the recent eyeforpharma Patient Compliance 2004 conference in London agreed that the very term 'compliance is incorrect. In 22 in-depth presentations over 2 days, 30 speakers and panelists agreed that marketers need to stop analyzing compliance, and start understanding patients.

Physician Adoption and Use of Technology at the Point of Care

This article provides insight from experts such as Mark Bard, President of Manhattan Research and David Kibbe, M.D., Director, Healthcare Information Technology, American Academy of Family Physicians (AAFP), on the impact of new technologies at the point of care on pharmaceutical sales and marketing.

eDetailing Strategies for a Higher Physician Response

Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although Traditional eDetailing has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a Best Practice Guide for eDetailing to help pharma marketers optimize the reach and impact of eDetailing.

OpEd: Corporate “Moral Values” Anyone?

A few days after Merck pulled Vioxx from the market it was revealed that the drug manufacturer may have known about Vioxx's cardiovascular side effect problems for years and tried very hard to conceal the evidence and block any action by the FDA. While this was going on an estimated 27,000 people suffered heart attacks and who knows how many strokes possibly due to Vioxx! hard to conceal the evidence and block any action by the FDA. While this was going on an estimated 27,000 people suffered heart attacks and who knows how many strokes possibly due to Vioxx! If this obstructionism by Merck is true, then someone should pay.
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