The following Pharma Marketing News reprints and case studies relating to CME (continuing medical information) and physician education are available. You might also be interested in the following categories for additional reprints relating to physician sales and marketing:

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Special Supplement:
Key Opinion Leaders, Medical Science Liaisons, & CME

Key Opinion Leaders, Medical Science Liaisons, & CME

PhysEd Supplement Cover

More than ever, it is important to educate physicians about new drugs and to keep this education separate from the marketing function of the company yet aligned with commercial goals.

This Special Supplement to Pharma Markeing News is critical reading for pharmaceutical companies and physician education service providers wishing to understand the new roles of key opinion leader physicians (KOLs) and medical science liaisons (MSLs) in the physician education process.

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Branded Physician Education: How to Integrate Promotion and Education

MedPoint Communications, a marketing and educational services company headquartered in Evanston, IL, manages multi-channel, ‘within label medical education’ programs for its pharmaceutical clients.

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Building the “New” Pharma Physician Marketing Model

This article reviews MedTera’s HC Professional “Life Long Learning” Platform — branded integrated physician marketing solutions — and presents a summary of research on how brand teams see the mix of marketing tactics changing over the next several years.

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The Changing Landscape of Physician Interactions

Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.

MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions — including key opinion leader (KOL) management, phaseIV trials, and eDetailing — from a single, secure and scalable access point.

Topics and issues covered include:

  • Eight Great Ways to Improve Interactions
  • Multi-Channel Non Personal Interactions
  • Personalization
  • Key Opinion Leader Management

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Compliance with (Some) New ACCME Rules Not So Easy

At the end of September 2004, the seven member organizations of the Accreditation Council for Continuing Medical Education (ACCME®) unanimously approved the 2004 Updated ACCME Standards for Commercial Support: Standards to Ensure the Independence of CME. When these rules go into effect in July 2005, it is unclear how they will affect industry participation and support of CME or how these rules change the status quo for Providers soliciting CME support from industry. A panel of experts at the recent CBI 5th Annual Continuing Medical Education conference in Princeton, NJ tackled these issues. The discussion is summarized in this article.

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Direct to Physician Telemarketing and Sales

This article reviews the telemarketing services ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.

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Facilitating Physician Access and Education Through Online Conferencing

Access to physicians is becoming more and more of a problem. Doctors need immense amounts of medical information, but their patient loads limit their ability to see pharma sales reps or attend conferences or other educational activities away from their offices at such venues as local restaurants and hotels. And it is impractical to bring KOLs and experts into the physician’s office. One way to bring these resources to physicians is through Web conferencing. This report describes a turnkey system that is being used effectively to host 6,000 live online events per year, attended by some 300,000 physicians around the world.

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Fast Start to Customized ePromotion and eLearning Physician Programs

There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.

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FDA’s Good Reprint Practices Guidance

Pros and Cons of the Proposed Rules for Distribution of Off-Label Information

Medical journals may soon become the pharmaceutical industry’s newest physician marketing partner. On Friday, February 15, 2008, the FDA published its draft guidance on “Good Reprint Practices for the Distribution of Medical Journal Articles … on Unapproved New Uses of Approved Drugs…”

This article summarizes some of issues raised by FDA’s proposal that pundits and experts are debating on the Internet, in the press and in official comments submitted to the FDA. It also presents preliminary results of an online survey sponsored by Pharma Marketing News.

Topics and issues covered include:

  • Summary of FDA’s Proposed “Good Reprint Practices”
  • Preliminary Survey Results
  • Role of American Enterprise Institute
  • Summary of Section 401 of FDAMA
  • Peer-Review
  • Includes comments from Pharma Marketing Roundtable members

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Free Gifts to Physicians: What’s the Big Deal?

Pharma Marketing News hosted an online survey and a Pharma Marketing Expert Roundtable discussion on the topic of pharma gifts to physicians. This article summarizes the findings of that survey and includes comments and insights from survey respondents and Roundtable members.

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Hard Sell: The Evolution of a Generation X Salesman

This scathing review of the book ‘Hard Sell: The Evolution of a Viagra Salesman,’ which is a tell-a-lot-but-not-all about pharmaceutical sales, explores the connection between flagging sales force effectiveness and the generation gap between Boomers and Gen-Xers. ‘Dude,’ read it!

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The Internet and CME

Despite the fact that physician usage of the Internet has increased over the past few years, solid evidence for the reasons they access the Internet or, more importantly, if the knowledge they gained from online CME presentations has any impact on their practice is still largely unknown.

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The iPad as a Pharma Marketing Platform

This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing.

Topics include:

  • iPad – What’s It Good For?
  • The iPad as a Pharma Marketing Platform
  • GoMeals
  • More Consumer Apps
  • Opening Doors to Physicians
  • Many Physicians Plan to Buy It

  • iPad for eDetailing
  • DrChrono.com Featured on Pharma Marketing Talk Radio
  • Is It Just Another Tablet Device?
  • Does No Flash Mean No eDetailing?
  • iAds for Pharma?
  • Is Pharma Blocking or Supporting iPad Use by Sales Reps?

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Is It Time to End Industry Sponsored CME?

Preliminary results from a survey of Pharma Marketing News readers about their views regarding industry sponsorship of accredited CME, including views on value, bias, ACCME firewalls, and alternative means of CME support.

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Managing Medical Science Liaisons From Afar

Managing a winning team of Medical Liaisons, MLs, from afar, not only demands proper selection of highly driven, self-motivated and scientifically-fluent professionals, but also requires a manager’s recognition and vision of ‘top-down-bottom-up’ leadership style: consistent, rapid long distance communication, a team-shared vision of goals and responsibilities, and a working foundation of trust for overall success and ML job satisfaction. This article reviews a presentation made by Mario Sylvestri, Pharm.D, PhD, Senior Director Medical Informatics and Communications, Amylin Pharmaceuticals.

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Mobile Medical Reference: An Effective Door Opener for Sales Reps

Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information.

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MSL Role in Educational Development

This article reviews a presentation by Bob Reina, MS, MBA, Vice President of the Veritas Institute for Medical Education, and Sharon Schneider, PsyD, MBA, Program Director, Medical Education, Ortho-McNeil Pharmaceuticals Inc., entitled “Field Liaisons Team Effectiveness, The Role of the MSL in the Medical Education Setting.”.

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Murky Physician Marketing and Education Practices

This commentary takes a look at some “murky” (ie, non-transparent) physician marketing practices and presents opinions from several Pharma Marketing Blog polls and commentators.

Topics and issues covered include:

  • Physician Consultant Fees
  • The Case of Dr. Nissen
  • When is a Free Lunch More Than Just Lunch?
  • It’s Access, Stupid!
  • Dumb Blonde Reps vs. Slovenly Genius Reps

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Online CME – A Glass Half-Full or Half-Empty?

This article looks at data regarding online CME – number of physicians doing CME online, etc. It also includes a case study of a popular pharma-sponsored online CME program, which highlights the necessary ingredients for success.

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Pharma Begins to Reveal Payments to Physicians

This article reviews the physician payment lists published by Lilly, Merck, and GSK. The analysis gives us more insight into the fees paid by various companies, how the money was distributed by state and region in the US, and what types of activities (eg, speaker fees vs. consulting fees) physicians were paid to perform.

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Pharma, Physicians, and Sermo: A Social Media Win-Win-Win!

This article provides an overview of Sermo’s new Client Center and summarizes a Pharma Marketing Talk podcast interview of with Daniel Palestrant, Sermo’s Founder and Chief Executive Officer.

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Pharma-Sponsored Medical Ghostwriting: What the Ghosts Have to Say About It

Pharma Marketing News surveyed readers to determine if medical journal articles sponsored and ghostwritten by drug companies are a legitimate part of marketing to physicians and to get opinions on various other issues raised in the press about ghostwriting.

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PhRMA Code Helps Re-define Roles of Medical Affairs and Marketing

This article discusses marketing to physicians in light of the industry self-regulatory Code on Interactions with Healthcare Professionals as well as the final OIG Compliance Program Guidance for Pharmaceutical Manufacturers.

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PhRMA Code Succeeding — So Far

This article summarizes the views of Scott Willoughby, Senior Manager of Ernst & Young and former Assistant General Counsel to the Pharmaceutical Research and Manufacturers of American (PhRMA) with regard to the current state of compliance with the PhRMA Code on Interactions with Healthcare Professionals and how it is impacting sales effectiveness.

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PhRMA’s New Code on Interactions with Healthcare Professionals

To better understand the impact on the pharmaceutical industry of PhRMA’s Code on Interactions with Healthcare Professionals, Pharma Marketing News surveyed readers between July 10, 2008 and August 7, 2008, and collected comments from pharma-focused blogs and bulletin boards. This article is a summary of the PMN survey results and opinions of experts, bloggers, and anonymous commentators.

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Physician Meetings: Education Works Both Ways

This article reviews the physician meeting logistics and planning capabilities of Alliance Communications, which has worked with pharma companies and key opinion leaders since 1987.

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Provider/Pharmaceutical Partnerships – Are They Possible Without Conflict of Interest?

This article answers the following questions regarding pharma support of academic CME providers: What strategies should a pharmaceutical company follow to ensure a successful partnership with an academic CME provider? What’s an appropriate measure for outcomes (ROI)? What % of income from academic CME programs comes from pharma support?

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Reporting Gifts to Physicians

Massachusetts and several other states have put either banned all gifts to physicians by pharmaceutical companies, placed limits on gifts, or or considering doing so. At least ‘sunshine’ acts have been proposed in Congress as well. This article reviews some aspects of these ‘sunshine’ laws and focuses on a recent CALPIRG analysis of drug company gifts to physicians.

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Responding to the Challenges of Evolving Regulation

A point-counterpoint assessment of ACCME’s draft Standards for Commercial Support (SCS) and its effect on the partnership between accredited CME providers and pharmaceutical supporters.

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The Scientific Path to Corporate Leadership

Three pharmaceutical company CEOs discuss their path from science to leadership and the role of medical science liaisons.

Topics and issues covered include:

  • The Seven Fundamental Elements of OIG Compliance
  • Handling Unsolicited Requests from Physicians
  • The Relationship between R&D and the MSL Team
  • Science and Corporate Leadership
  • Classic Sales Rep: An Endangered Species?
  • Case Study: Laurence J. Downey
  • Ernest Mario, a Horatio Algier Story

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Slides: The Currency of Communication

Slides are the currency of communication in the pharmaceutical industry. To help facilitate the team collaboration in the development and approval of slide kits, Blue Grotto Technologies, Inc., a medical education technology company based in Plymouth Meeting, PA, has developed “Slide Collaborator,” which is reviewed in this article.

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The State of CME in Europe: A Work in Progress

Continuing Medical Education (CME) in Europe has undergone some major shifts in recent years. These have varied across Europe: from national changes in which systems have moved from being voluntary to mandatory, to the establishment of more formal systems to guide physicians on how to keep up-to-date with latest clinical practice.

This article, written two European CME consultants, provides an overview of the state of CME in the UK, France, and other European countries.”>

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A Strategic Approach to CME Offers High Return on Education Investment

Jan Heybroek, Vice President at Imedex®, Inc., an accredited worldwide CME provider located in Alpharetta, Georgia, estimates that pharmaceutical companies spend about 7% of their marketing budget (excluding samples) on educational activities. “However, many pharma companies lack interest in the return on education investment or ROEI data our programs are able to provide,” says Heybroek.

This article reviews Imedex’s approach to developing CME programs.

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Thought-Leader Management: A Challenge Met

Pharmaceutical companies are continually working to establish and maintain relationships with thought leaders — influential physicians who play an important role in communicating a new therapy’s benefits for other physicians. Thought Leaders — also known as Key Opinion Leaders, or KOLs — help pharmaceutical companies identify unmet medical needs, shape clinical studies, launch products and understand critical lifecycle issues.

However, across the medical device and pharmaceutical industries, thought leader management programs have not been as effective as internal management would like, particularly in the age of the Internet, when the dissemination of information should be easier than ever, according to John Estafanous, President of Bethesda, Maryland-based Estco Medical.

This article reviews Medigent® Thought Leader, a Web-based software suite designed to dramatically improve a pharma company’s communications with Key Opinion Leaders

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Trends in Commercial Support of CME

This article is an edited transcript of the June 2006, Pharma Marketing Roundtable discussion, which was devoted to trends in commercial support of CME.

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Understanding the Proposed ACCME Standards for Commercial Support

A joint presentation by John F. Kamp, Ph.D., J.D., Partner, Wiley, Rein & Fielding and Linda Casebeer, Ph.D., Associate Professor, CME at the University of Alabama School of Medicine, offered a point-counterpoint assessment of ACCME’s draft Standards for Commercial Support (SCS) and its effect on the partnership between accredited CME providers and pharmaceutical supporters.

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Understanding the Strategic Value of MSLs

Strategically Envisioned, Yet Tactically Measured

This article by contributing author Neil Gray, examines why the industryÂ’s current use of tactical value measures for MSLs might ultimately prove limiting by positioning MSLs inappropriately and inhibiting their broader involvement in organizational and stakeholder problem-solving.

The author examines how tomorrow’s MSL might be employed by Pharma and discusses the strategic movement of MSLs into the competitive intelligence space, teaching roles, strategic input to and evaluation of portfolio development, and investor relations.

Topics and issues covered include:

  • Difficult Times Lie Ahead
  • Numerous Stakeholder Challenges
  • What Do KOLs Want?
  • Moving From Science Discussants to Knowledge Directors
  • What the Future May Hold

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Waning Pharma Support of CME: The Plight of For-Profit MECCs

Recent headlines pulled from traditional media as well as from the blogo-sphere paint a bleak picture of the future of commercial support for continuing medical education (CME). Is the pharmaceutical industry getting out of the business of supporting CME? This article summaries Congressional testimony, ACCME data, and results of a reader survey on this topic.

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When Is Commercial Support Appropriate for CME Activities?

On April 1, 2004, the Board of Directors of the Accreditation Council for Continuing Medical Education (ACCME), by unanimous vote, adopted the updated ACCME Standards for Commercial Support of Continuing Medical Education. This article summarizes when it is and is not appropriate for pharmaceutical companies to support independent CME programs.

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Wither CME?

Congress continues to examine pharma industry support of CME and ACCME has issued some new guidance for accredited CME providers. This article examines the current state of industry support for CME and what reforms may be coming down the pike

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