 Pharma Marketing News is the monthly newsletter of the Pharma Marketing Network. It is distributed FREE to registered subscribers via email and the Web.
Editorial & Advisory Board We accept advertising relevant to the interests of our subscribers. For more information, see: Published by: VirSci Corporation PO Box 760 Newtown, PA 18940 215-504-4164 215-504-5739 (FAX) E-mail: infovirsci@virsci.com |
Advertising Information | FAQs | About Us | Contact Us | Privacy Policy
Strategy/Planning
Click Here for Full Text - FREE! (pdf).
Before you buy this reprint, take a look at the DTC Advertising Reprint Package, which
contains this reprint and other articles on the topic of sales force
effectiveness.
Full Text Available (pdf) (FREE!).
Click Here for Full Text - FREE! (pdf).
This article highlights several presentations made at the 2008 Pharmaceutical Competitive Intelligence Conference and discusses some common themes, including how environments for the pharmaceutical and device industries are changing dramatically with implications for CI going forward, the importance of keeping an eye on China, and whether CI is a strategic or tactical discipline.
Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Did you know that you can sell a drug before it is launched? Dr. Gene Emmer, President of Med Services Europe B.V., an Amsterdam-based consultancy focused on sales, marketing, and business development for the medical industry, advises his start-up, cash hungry, biotech companies to consider if a European "named patient program" might be an option.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
The Indian pharmaceutical market is the world's fourth largest by volume (8% of global total) and thirteenth largest by value (less than 1% of global total). Click Here for Full Text - FREE! (pdf).
Pharmaceutical companies are notorious for their functional and organizational silo structure built around brands. Strategic issues that cross silos -- i.e., cross-boundary issues such as getting marketing and R&D working together, getting a more coordinated global approach to marketing, or getting companies to work better in marketing alliances-are thornier than most because managers don't control all the necessary resources and communication and trust are often weak.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
There are some things in life that money can't buy, like trust. But getting over 60 sharp marketing minds together for a couple days attempting to address the industry's most baffling issues -- priceless! Click Here for Full Text - FREE! (pdf).
How are DTC activities integrated as key components throughout the marketing mix, including advertising, advocacy and public relations? What are the risks and rewards associated with launching a DTC campaign? How have top pharmaceutical marketers managed to address sensitive health issues and drive awareness and sales through DTC? Is every drug really a viable candidate for a Direct-to-Consumer campaign? These were some of the questions discussed during an evening seminar entitled DTC Sweeps: The Impact and Evolving Role of Direct-to-Consumer Marketing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
It has been said that there is only one way to test marketing: wait and see what happens. However, few pharma CEOs today would consider such a 'watchful waiting' approach to be appropriate. "This observation highlights an unmet need in the pharmaceutical industry," says Mike Rea, Managing Director at IdeaPharma, a pharmaceutical marketing best practice consultancy. "While it is possible to predict and measure the effects of sales promotion by direct measures, or by modeling using surrogate measures, there are no empirical measures of the effectiveness of strategic marketing that can be used to judge effectiveness." This article reviews Q2 Audit, a new company and an industry-standard measure of marketing effectivenessOrder and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: 'Industry must embrace new ways of engaging physicians on their terms.'Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
California legislature recently passed SB 1765 (aka, 'fair drug marketing bill'), which requires pharma companies to comply with PhRMA and OIG Guidelines. this article summarizes the provisions of this bill, which is currently awaiting signature by Governor Schwarzenegger. Click Here for Full Text - FREE! (pdf).
It's official! If the presidential election were held today, 55 percent of employees of pharmaceutical companies said they would vote for Mr. Obama and 28 percent said they would vote for Mr. McCain. But more important than who intends to vote for whom are the thoughts behind that choice and implications for the pharmaceutical industry. Click Here for Full Text - FREE! (pdf).
How TNS Healthcare helps clients build a lifetime connection between consumers and brands.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
A Guide to Effective Pricing, Reimbursement and Messaging StrategiesOrder and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Market Strategies' 2008 MSImage Oncology Patient Assistance Program is a syndicated study that identified what oncologists and oncology practice managers perceive to be the top pharmaceutical PAPs in the industry. The study identified how PAPs influence overall corporate image among physicians, what performance measures drive a pharmaceutical company's PAP image, and which companies are perceived as having the best PAPs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force.
This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. This article summarizes the collective wisdom from respondents of the 2006 Pharma Trend Survey and participants of the Pharma Marketihng Roundtable. Includes sections:
Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar. Click Here for Full Text - FREE! (pdf).
There is some movement within a few pharmaceutical companies toward implementing employee blogs. But before any pharmaceutical company dives into blogging, there are a few fundamentals that should be considered for developing a strategy for employee blogging.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Possibly the most important political change facing the pharmaceutical industry in 2006 is who will be the new FDA Commissioner. Various stakeholders -- including executives and staffers working within the pharmaceutical industry, agents and vendors to the industry, healthcare professionals, members of the general public, and staffers within government health agencies -- have divergent opinions on who should be the commissioner and why. This article summarizes the results of a recent survey of such stakeholders.Click Here for Full Text - FREE! (pdf).
This article summarizes a presentation made by Jane Sarasohn-Kahn, a health economist and forecaster, at a recent industry conference.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting's ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Why is the decision to switch from Rx to OTC usually considered a challenge? Is it because Rx and OTC marketing are seen as two separate sectors of a drug's product life cycle, with OTC always serving as the final stage? Or is it the stigma of lower profitability, deserved or not, that OTC-only marketing carries? These perceptions - or misconceptions - may sometimes cause a company's general management to be reluctant to concede to switching until the optimal timing for maximizing the contribution of a brand has passed. In fact, according to Bruce Lifka, Senior Director, Hair Growth and Rx/OTC Switches for Pfizer, OTC is a strategic option for extending a product's revenue stream and is not automatically the death knell to the prescription business. If Rx and OTC marketers construct a master life cycle strategy together, they can turn the paradigm of switching from a risk to an opportunity.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The pharmaceutical industry must take a pro-active stance if it is to counter all the negative publicity the 2008 presidential campaign will generate. With the billions of dollars that the industry spends on DTC advertising, there is an opportunity to use DTC to focus more on humanitarian goals of the industry.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
An interview with Professor Jim Avery at University of Oklahoma's Gaylord College of Mass Communication about preparing graduate students for a career in health advertising.Click Here for Full Text - FREE! (pdf).
For a time you couldn't go to a pharma industry conference 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. It's not often that you see pro-industry pundits recommend a book that "tears pharma a new one," as some would say. 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.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The pharmaceutical industry must be reeling from the blow just recently delivered by Senate Majority Leader Bill Frist (R-TN) who called upon the drug industry to impose "a two-year moratorium on advertising for new drugs and a government audit to determine how drug ads have affected the way Americans are treated for illness."Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article summarizes the second half of a presentation by Uday Bose, European marketing director for GlaxoSmithKline Oncology, in which he focuses on reform attempts within European countries and pharma's reactions, the benefits and perils of risk-sharing agreements and how pharma might best meet the challenges of the marketplace now and into the future.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
There are many reasons why pharmaceutical marketers may not be effectively measuring ROI. This article discusses several of these reasons and includes feedback and opinions from several experts who agree that all marketers - and pharma marketers in particular - have a problem with traditional ROI analysis.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article documents the effect of the withdrawal of Vioxx and other COX-2 revelations on physicians' prescribing behavior using data from ImpactRx. Also included are results from a recent survey we conducted of Pharma Marketing News susbcribers regarding the wisdom of Pfizer's decision to test Celebrex to see if it is able to prevent heart attacks and strokes in patients with serious cardiovascular disease. Click Here for Full Text - FREE! (pdf).
If you want to focus on women as an asset to your business, then look at what women can actually do really well that male leaders struggle with.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Return to the main Reprint Menu Page for reprints and case studies on other topics.
Pharma Marketing News |
Subscribe |
Discussion Forums |
Roundtable |
Podcasts |
Blog
© 2004-2008. VirSci Corporation.
All rights reserved.
|
| |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
